2024.05.27
Wacoal Introduces a New Service, 'Watashi wo Shiru Kokkakushindan,' on 'SCANBE,' Provided by Wacoal
'3D smart & try' is a service that allows you to measure your body in 3 seconds using a 3D body scanner, and provides size information for innerwear and measurement data for 18 body parts.
The rebranding to 'SCANBE' was done to maintain the basic measurement functions while offering a more emotionally appealing and valuable experience. Additionally, this March, Wacoal and two other companies jointly launched a new service, 'Watashi wo Shiru Kokkakushindan' (literally, 'Know Myself Bone Structure Diagnosis').
This time, we spoke with Haruna Ogawa from the company's Innovation Strategy Office about the background of the rebranding and the new service.
PROFILE
Haruna Ogawa
Wacoal Innovation Strategy Office
Joined in 2012
Worked as a researcher at the Human Science Research and Development Center, engaged in basic research and product development based on body shape data
Transferred to the Innovation Strategy Office in 2023
Responsible for tech design, customer analysis based on body data, and service development
Adding Entertainment-like Fun to 3D Measurement
'3D smart & try' started its service in 2019. Until now, the focus had been on functional value appeals such as 'being able to measure yourself in 3 seconds' and 'confirming innerwear sizes,' but it lacked in promoting essential and emotional value."Previously, we had focused a lot on functional appeals to customers. Also, while we had a significant number of younger customers, communicating with that generation presented challenges.
"Rebranding to 'SCANBE' aims to solve these issues. We intend to clarify the messages and appeal points we want to convey through this brand and provide value beyond the measurement experience."
The technical elements, like the measurement items and diagnosis algorithms, haven't significantly changed from '3D smart & try.' What's different is the user experience.
"Wanting to incorporate it more effortlessly into customers' lives, we focused on entertainment. We took inspiration from print seal machines and gaming machines, made cheerful designs, added animations to the user interface, and adopted pop and light touch sounds for the operation. We are committed to making the experience itself fun."
'SCANBE' also offers modes for kids, juniors, and maternity (pregnancy and up to 1 year postpartum). Switching modes during measurement changes how data is displayed and which items are suggested.
"For instance, in the standard measurement mode, you can choose either to print the measurement results on a receipt or link the data to the official Wacoal app on your smartphone. However, since many children might not have smartphones, we made it possible to print the results on a receipt.
"Moreover, the items suggested based on the measurement data are tailored for kids and juniors in their respective age groups."
When measuring kids, mothers usually accompany them, so some stores have adjusted the size of the measurement rooms accordingly.
"Depending on the store, some measurement rooms are large enough to accommodate strollers. We also provide information on our website about whether strollers can enter the room, so please check there if you have any concerns."
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