Foot Locker, Inc. recently unveiled its innovative retail concept designed to provide an elevated shopping experience and exceptional customer service. This groundbreaking retail format, developed from detailed customer insights, includes a range of new features aimed at redefining the sneaker buying process.
The “store of the future” concept incorporates a bold new storefront, a distinctive in-store environment, and an expanded selection of footwear and accessories. Sustainability initiatives, dynamic digital fixtures, and other technological advances are central to the design, enhancing the customer journey. Foot Locker’s iconic sneaker ambassadors, known as Stripers, are also equipped with advanced tools to improve service levels.
Mary Dillon, President and Chief Executive Officer of Foot Locker, Inc., emphasized the impact of the new store concept:
“Our new store concept cements Foot Locker’s position as the leader in sneaker culture by offering an engaging, cutting-edge shopping experience for the sneaker passionate. As we continue progressing against our Lace Up Plan, this inventive retail experience delivers on our promise to power up the portfolio, while providing an unparalleled, omni-focused customer experience.”
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Key features of the new store include:
- Immersive Shopping Journey: A modern, streamlined layout enhances the shopping experience, facilitating discovery and easy navigation.
- New and Exclusive Releases: Prominently displayed near the entrance, these sections highlight Foot Locker’s latest sneaker releases and trending products, enticing customers to return.
- Elevated Brand Storytelling: Dynamic displays provide storytelling opportunities that amplify Foot Locker’s brand partners and improve product visibility and understanding.
- Communal Try-On Area: A newly designed area at the core of the store promotes the inclusivity of sneaker culture, offering a space for community engagement and shared experiences.
- Sneaker Hub: This dedicated zone strengthens customer connections and enriches the buying process with features like specialized lacing customization, expanded Omni ordering options, and personalized FLX experiences.
- Advanced Technology: Technological enhancements equip Stripers with omni-channel inventory access, providing customers with multiple fulfillment options and transforming the in-store checkout journey.
Frank Bracken, Executive Vice President and Chief Commercial Officer of Foot Locker, Inc., shared his enthusiasm for the global expansion:
“After nearly 50 years, Foot Locker continues to be the beating heart and global home for all things sneakers. Building on our sustained momentum, we’re thrilled to bring our revitalized store expression to our customers across the globe, inspiring them to shop top brands and unlock their inner sneakerhead with the help of our iconic Stripers.”
In 2024, Foot Locker plans to open additional locations featuring the new concept, including the flagship store on 34th Street in New York City. This expansion will also introduce a reimagined Kids Foot Locker experience, aimed at creating meaningful connections between parents and children. Further launches of the redesigned concept are scheduled globally in cities like Paris, Melbourne, and Delhi.
As Foot Locker, Inc. continues to implement its Lace Up Plan, introduced in March 2023, the company is reshaping its real estate footprint to open new formats and shift off-mall. This strategy, which includes refreshing approximately two-thirds of global Foot Locker and Kids Foot Locker locations by the end of 2025, is set to enhance the brand’s presence in sneaker culture, elevate storytelling capabilities, and strengthen partnerships with major brands.
