Footlocker Case Study

For an extended period of time shoes have been an integral part of the modern consumer’s life. According to the vast majority of fashionably inclined individuals, shoes can either make or break a person’s entire appearance, which explains why people invest their hard earned coins into comfortable abodes for their feet. Particularly, the annual budget consumers spend on shoes in the United States is approximately $20 billion dollars, and $6.46 billion dollars stem from running shoes alone. This is what initially piqued my interest and compelled me to interview a manager from one of most popular shoe stores known as Footlocker. As a side note, the interviewee was only willing to share the information because he is no longer an employee of

Even though this policy is practiced throughout the entire district, this particular Footlocker did not always adhere to the aforementioned rule. Primarily, the company was willing to do whatever it takes to perpetuate customer retention. The interviewee explained that there was no such thing as a customer wearing a pair shoes out beyond the 90 day policy. Strictly speaking, if the product failed the customer in any way, shape, or form, Footlocker was willing to jump through hoops to appease the consumer. Essentially, this behavior derives from Footlockers customer service training. When employees are hired, they are taught the form, fit, and function, of the shoes, in addition to jargon such as pronating, and supinating. This allows the managers and sales associates to determine what shoe is best fitted for the consumer, which generates many accurate

It is imperative for customers to understand why different brands do not fit similarly on the feet. Customers who are not receptive to the information Footlocker employees are relaying to them, often become baffled or confused when their shoe size varies between two or three brands. Further, this is one of the vital reasons Footlocker’s managers are adamant about teaching its employees the three F’s (fit, form, function). When employees are knowledgeable of the company’s product lines, helping the customer find the right pair of shoes is a simple