Issue: Many people have unequal feet size which causes problems when walking and can be rather uncomfortable. One way around this is to buy two pairs but not only is this an expensive solution, it is also a waste of a pair of shoes.
Solution: Enter Shoe Swap. On any website where you are buying shoes from, you enter in your ideal shoe size for each foot and the system stores it for a few days, waiting for someone who can match your request. If a request is not made by someone else, the store sends out the pair in the standard size or otherwise sends out the customised pair. This way the consumer wins and so does the store as customer satisfaction will be higher.