This Might Be the Best Branded Parenting iPad App of the Year

Stride Rite is ramping up its mobile game

The data points around mobile are simply relentless, and here's the latest stat from Adobe: Smartphones and tablets will account for $1.6 billion in sales on Thanksgiving, Black Friday and Cyber Monday combined.

Stride Rite today is launching an iPad app to grab a chunk of that business, and it lets parents measure their children's feet size so they can then order shoes from the company. It is designed to alleviate a pain point for moms and dads who would rather not head to a store every few months to measure the shoe sizes for kids with constantly growing feet.

Kristin Smith, director of e-commerce for the Boston-based retailer, said her brand has seen a 129 percent uptick in mobile traffic and a 200 percent jump in sales during the last 18 months. The app, called Rite Feet and developed by MJD Interactive, will be pushed with digital and social ads, as well as placements via Stride Ride's email list and 300 store locations.

"We've seen a shift among millennial moms to mobile," Smith explained. "So we are building comprehesive strategy, beginning with the apps. And we are starting to look at iBeacons, though when it comes to mobile payments—we're not quite there yet."

The second app the exec referred to was Stride Rite's loyalty-based app, launched in July. Eventually, she said, her company plans to take the findings from the new iPad app and roll the size-fitting feature into the smarphone app.

Stride Rite isn't the first player to push such a feature. Foot Fairy, a smartphone app developed by a startup, was launched a couple years ago, while Kid Foot Scale offers a similar utility for tablet users. Stride Ride claims it has better lighting and balance elements that make its app more accurate.

At any rate, the company joins Urban Outfitters, Macy's, Walmart and Target as retailers that are attempting to take their mobile games to a new level.

"There's also a feature on Rite Feet for doodles," Smith added.

That's for the children, not the parents.