With leftfoot company, the traditional Finnish shoemaker, Pomarfin presented a radical new business concept to manufacture shoes. Computer aided design, 3D scanning and computer controlled cam-cutting combined with an automated process control allows the industrial production of tailormade shoes. left ideology combines traditional ways of making shoes with the latest high tech. The idea is simple; the customer gets his feet scanned, orders the desired model, which is then made to fit the size and form of his feet. Execution: Leftfootcompany.com is designed to be the flagship-outlet. The role of the site in the left-concept is essential because the pages function as the primary channel for pre- and after-sales. At the first visit leftfootcompany.com should encourage the customer to get his feet scanned. After scanning and the initial order the customer receives a personal customer number which allows further orders directly from the left-site.