Step into Their Shoes: Creating Personalized, Inclusive Experiences with Foot Locker

We live in a fast-paced and sometimes disconnected, impersonal world. Many prefer texting to calling or face-to-face communication.  We shop online for convenience—and because some of us just don’t feel like interacting with a sales associate. Waiting in line at a store or having to call into a service center can be painful. When the retail experience can sometimes be a hassle, why would we bother buying at brick and mortar when we can from the comfort of our homes?

Retailers are struggling to find their fit in this new world: How do they overhaul the retail experience, bring it into the 21st century, and re-engage with this new type of customer in a personalized and inclusive way?

Customer feedback across many different industries shows one common thread: People want to connect with the brands they love in more than just a transactional way. CX intelligence can help revamp the entire experience, from in-store to online—even in the way brands listen to customers.

Our focus at InMoment is to help retailers embrace the future of feedback and create inclusive and personalized experiences for every type of customer. At Forrester CXSF, we partnered with Foot Locker to share how the global retailer is innovating the customer experience at three main touchpoints to bring about a retail transformation.                

How Consolidated Data Helps Foot Locker Gain Holistic Insights

Consolidating its siloed data into one platform with InMoment, Foot Locker was able to carefully identify a diverse array of customer types, from the sneakerhead who wants the latest and greatest in footwear to up their street cred, to the senior citizen who just wants a comfy pair of kicks. In between are the in and out power shoppers, non-sneakerheads, and many others.

 By specifying different categories of customers, Foot Locker has been able to design personalized and inclusive experiences in-store, online, and during the feedback process. 

Foot Locker’s Power Stores and pop-up retail spots are celebrating the local culture of the neighborhoods they serve. Different from the traditional brick and mortar store, Power Stores are a hub for local sneaker culture, art, music, and sports—featuring wall designs from local artists, and custom shoe designs celebrating their hometown. 

With its pop-up stores, Foot Locker is literally meeting customers where they are, setting up shop for instance in parks where kids are playing ball. By partnering with big brands like Nike, sports stars, and other celebrities, Foot Locker is building a stronger brand connection for its customers, building relationships that will continue to attract them to brick and mortar stores. 

These innovative in-store designs are the result of Foot Locker truly understanding who its customers are, thanks to data consolidation. 

When it comes to feedback, Foot Locker partnered with InMoment to create a more personalized and engaging survey experience. Using InMoment’s Video Feedback and Image Upload capabilities, customers can tell their own stories in their own way.  For example, Video Feedback helped customers alert Foot Locker about online orders that arrived in damaged or crumpled shoeboxes. With Video Feedback, Foot Locker can see, hear, and better understand the customer’s emotion by their tone of voice and body language, and it’s a fast and easy way for customers of all ages to interact with the retailer without having to go to the store or call customer service. 

With Image Upload, one customer shared with Foot Locker how excited she was that her son with cerebral palsy was able to find brand-name shoes that fit over his leg braces. In response, Foot Locker reached out to him directly and sent him a gift card to get another pair. The boy’s mother then sang Foot Locker’s praises on Facebook, reminding everyone to “fill out those surveys…someone is listening!”

If the Shoe Fits, Wear It

InMoment CEO Andrew Joiner believes retailers will only succeed in the future if they follow Foot Locker’s example by looking at the big picture: Who customers are and where they’re connecting with the brand. 

“Don’t just collect feedback from a single point – you will get data in multiple channels, but if you look at it holistically and across every point you’re talking to customers through, you get amazing results,” said Joiner. 

By cultivating holistic data with InMoment, Foot Locker is embracing this changing retail world. It’s promising customers through action that interacting with its team in person, online or through feedback is going to be an excellent experience—something many retailers are failing to do in this new retail atmosphere. 

Creating these personalized and inclusive experiences has kept Foot Locker at No. 4 on Forbes’ Most Engaged Companies List, and has increased its OSAT score by six points since 2018. 

But scores aren’t important. What’s vital is that customers feel that brands are stepping into their shoes and connecting with them on a more personal level. That’s what locks in customer loyalty. That’s why Foot Locker is changing the game. And InMoment is honored to be a part of it.