Role: Research/Design
Year: 2019
Payless has been struggling to make a profit for many years now. They have been unable to keep up with the times which has resulted in them filing for bankruptcy.
This project focuses on repositioning the company to make it profitable again.
Payless is a fashion-focused low-cost shoe retailer. The company was founded in Kansas in 1956. The company has expanded significantly to nearly 2,500 stores in North America.
Payless has fallen behind in the shoe industry. They are unable to make a profit which has required them to file for bankruptcy.
Why did this happen?
1. Bad store experience
2. Unable to keep up with e-commerce competition
Focus On Ecommerce
For Payless to succeed they need to develop an online presence and become more accessible to internet users.
Differentiate From Competitors
Payless needs to provide an experience that users cannot find anywhere else.
Home Try-On System
Payless Mobile App
App Reward System
AR Size Finder
Three Compartments
The box will be custom made with three different compartments. For three different pairs of shoes.
Choose Your Variations
The customer can fill the box with whatever variations he/she would like. That could be size, color, or completely different shoe models.
Free Returns
Once the customer chooses which pair of shoes they would like to keep, the box is then shipped back with the other two pairs by using a return label provided within the box.
Online Store
All sales will go through the new online store. It is designed to be fun and easy to use.
Reward System
The app has a reward system that is updated frequently, this will help engage younger generations and get more people involved.
AR Size Finder
The app can determine the user's shoe size as well as certain characteristics that will determine the optimal shoe.
The new e-commerce approach still aligns with Payless’ original brand strategy of low price fashion. As well as differentiating from competitors like Amazon by making buying shoes online more convenient.
