Posts tagged with "Subscription service"

Nike’s first sneaker club targets new customers while they are young

August 13, 2019

Does your child like sneakers that light up? Or roll? Or high tops? Or a special color? The experience of shoe-shopping for young kids can be complex. At first glance, it’s all about the child—but, as many parents quickly realize, it’s also about their own preferences for sizing, fit, support, and aesthetics.

The reasons why are universal: Kids’ feet are continually growing, and many kids can’t articulate what they want, even after shoebox after shoebox comes out of the back room. (The foot size issue isn’t helped by the fact that 60% of people, kids included, are walking around in the wrong-sized shoe at any given time.)

But now, Nike is offering a solution to parents and children alike: Nike Adventure Club, Nike’s first footwear subscription service for children.

Through the new club, Nike not only gets a loyal, young shopper who has many years of brand preference ahead of him or her; but also gets to make personal contact with the child and parents as often as 12 times a year. (The subscription service makes three tiers of service available, ranging from four pairs of sneakers a year to 12.)

Nike Adventure Club lets kids regularly swap Nike and Converse shoes for the right-fitting shoe as their feet—and tastes—evolve.

“In providing footwear, we’re always trying to answer, ‘What do kids want?’” says Dominique Shortell, director of Product Experience and Retention for Nike Adventure Club. “But an equally important question is, ‘What kind of experience are we providing for their parents?’ We want to make shopping for footwear as convenient as possible for them.”

Here’s how it works:

  • Nike Adventure Club serves kids who wear sizes 4C to 7Y. (That’s roughly from age two through ten.)
    • Choose from three tiers of subscription services, ranging from four pairs a year to 12 pairs a year. You’re free to upgrade, downgrade or pause your subscription at any time.
    • Choose from more than 100 different sneaker styles, ranging across the spectrum of performance and sportswear.
    • If you like the shoe, you can keep the pair. If you’re ready to replace it, send it back and Adventure Club will send the next pair of your choosing. Nike Adventure Club will either donate or recycle the returned sneaker.

“We see Nike Adventure Club sits as having a unique place within Nike, and not just for it being the first sneaker club for kids,” says Dave Cobban, VP of Nike Adventure Club. “It provides a wide range of options for kids, while at the same time, it removes a friction point for parents who are shopping on their behalf.”

In addition to shoes, the subscription service comes with exclusive adventure guides, filled with outdoor games and activities that parents can do with their kids. The guides are a collaborative partnership between Nike and KaBoom, a national nonprofit focused on encouraging kids to lead active, healthy lifestyles.

Activity guides lay out fun ways for kids to get moving.Nike Adventure Club fulfilled its first subscriptions beginning August 12.

Research contact: @NikeAdventure

Clinical iPhone app takes selfies of toddlers—for early detection of vision disorders

January 31, 2019

In our selfie-centric society, almost nothing is less threatening—or more familiar—to a preschool child than having an iPhone pointed at his or her face. Enter GoCheck Kids—a startup product developed by Scottsdale, Arizona-based Gobiquity Mobile Health (formerly iCheck Health Connection) that screens young children for correctable vision impairments with a simple photo.

Used to date by roughly 4,000 pediatricians, working in 55 health systems, to screen about 9 million children nationwide, GoCheck Kids is an uploadable iPhone app that catches vision problems  in children ages six months to six years before they become disabling—and without the use of expensive and unwieldy equipment.

In the United States, the most prevalent disabling childhood conditions are vision disorders including amblyopia (“lazy eye”), strabismus (“crossed eyes”), and significant refractive errors (which cause blurred vision). Early detection increases the likelihood of effective treatment; however, until now, fewer than 15% of all preschool children received an eye exam, and fewer than 22% of preschool children received some type of vision screening.

“Vision disorders are the number one most prevalent disabling conditions among U.S. children. That’s also true for many other countries, and a lot of the reason why prevalence is so high is that most of the vision disorders are actually invisible to parents, physicians, and teachers,” Kevon Saber, CEO of Gobiquity, said in a recent interview with MobiHealthNews.

“Kids are not getting caught early enough for the issues to be treated. These are issues that keep kids from seeing well in the classroom; issues that lead to blindness, … and then there are even fatal retinal cancers,” Saber added, noting,. “Fortunately those are really rare, but [for] the first two groups of issues you really want to catch these kids by five years old, because after five the efficacy of treatment declines rapidly.”

After integrating with the provider’s electronic health records (EHR) system, users select the patient’s profile in the GoCheck Kids app and take a single photo of the patient’s eyes. Afterward, the app automatically sends the image to a patient’s EHR, and generates a sharable report with the patient’s results. Saber noted that the cloud-based service also allows providers to view the images and results remotely, if need be.

GoCheck Kids has been validated in three separate clinical trials. The latest of these, published in the Journal of Pediatric Ophthalmology and Strabismus, examined the app’s performance in 6,310 in-office screenings and found a positive predictive rate of 68%, which the authors wrote is “comparable with other commercial objective screeners.”

Following a 40-day free trial at a pediatric practice, Gobiquity offers the app as a subscription service with unlimited uses. The price ranges from $80 to $129 monthly,  based on whether a customer prefers to purchase the service as a downloadable app or as a dedicated device. Outside of the larger providers who may already be subscribing to multiple app-based services, Saber said that most of the company’s customer’s opt for the more expensive option.

“We usually ship them an iPhone because they don’t want to usually deal with all the HIPAA implications themselves, they’d rather just trust that we’re doing that,” Saber said. “The phone arrives, and they do a quick training they can do on their own time at their own pace by going to our training website, or if they want to talk to us we can walk them through it live and answer questions. Then they start screening and submit the screens to the insurance of the respective children.”

Research contact: @GoCheckKids