Fleet Feet COO Jason Jabaut
Combined brick-and-mortar sales are up 34% for April and May 2021, with digital sales growing over 300% vs. pre-pandemic April and May 2019. The company also leverages its store base for fulfillment —it offers a revenue share program for franchisees — and fulfills online orders from more than 150 locations.
Perhaps a bit unusually, Fleet Feet measures in-store comp-sales growth as its No. 1 e-commerce metric.
“It sounds a little strange, but when you stay focused on growing the in-store business, it helps govern your decisions and build a program that stays true to your brand and makes sense for a multi-location retailer with a 45-year history,” says Jabaut. “You need a good attribution model to prove the connection, but the gratification and confidence make the investment worth it.”
Fleet Feet’s franchisor business model means the company needs to experiment with advertising structures that work within its financial model, he notes. “We are continuously building opt-in advertising programs for our franchisees that we can help manage at scale but allow for a hyperlocal approach. These programs fuel an ever-growing percentage of in-store traffic and online sales.”
[Infographic: What Frontline Workers Need to Serve Connected Consumers]
The company has also adopted an “always on” approach to social media, particularly with Facebook, Instagram and YouTube. To keep costs down, it relies upon attribution models to better understand where to make additional investments.
It’s also building out its mobile app to not only connect with their loyalty members, but also serve them local inventory information, local event details and a growing library of content.
“Everything inside the app is built to simplify the digital experience for our customers,” says Jabaut. “It’s a work in progress, and we are currently in the middle of a lot of development work to have a higher degree of personalization and product recommendations based on preference within the app.”
Indeed, the future of retail requires a strong value proposition for customers, whether through customer service, in-store experience, product selection or price, Pointer notes. “Customer expectations continue to evolve and even the definition of ‘value’ continues to change over time. What’s working today will be outdated in a couple years, so our job is to continue to get better over time. That’s everyone’s job.”