SoftClog® was a revolutionary commercial cushioned flooring system patented in 1972 in the town of Boston in Lincolnshire. It was rolled out nationwide as part of a retail regeneration scheme that coincided with the ‘New Town’ boom taking place in Briton at the time. It’s UPS, alongside its eclectic colour schemes and dynamic patterning, was its ability to cushion the heel (or instep depending on the shopper's gait) for 3/7’s of a second longer than any competing rubber manufacturer out there. This was due to a micro layer of polyurethane foam sandwiched in the middle of its 3-tiered structure. 
 
Research proved that this minute extension of podiatric ecstasy beneath the sole of the shopper would release endorphins and serotonin into the body inducing a state of comfort and pleasure. This slows the pace at which people walked, which in turn encouraged shoppers dwell time*. Thus, fulfilling their temporary destiny, to shop. 
 
*Dwell Time – the length of time a person spends looking at a display or remains in a specific area. An essential retail metric for analysing shopping behaviour and increasing customer spending.