Online Support for a Popular Shoe Store’s Achilles Heel
Our baseline was zero, as this was their first website of any meaningful significance. Shoes come in lots of sizes and lots of styles! The Athletes Foot pride themselves on their wide selection and expert knowledge when it comes to choosing the right shoe for you. Communicating all this information would be key.
It was important for myself and the team that I worked with that we were consistent in our messaging to convey a sense of assuredness and reliability that The Athletes Foot has come to be known for over the years.
Our strategy, therefore, involved putting out a consistent amount of high-quality email campaigns, coupled with engaging social media content. At the same time, we worked on improving the website’s functionality, ensuring that every shoe in every size was properly accounted for with the right pricing, product information, and pack shots.
All monthly sales targets were exceeded, keeping the client and customers both happy. It’s worth noting that this was a time in our lives when the beaches were closed and freedom of movement was restricted.
The Athletes Foot was able to turn crisis into opportunity and translate their household name into an online store frontage that further enhanced their reputation as a trusted sports shoe brand at a time when ‘the great outdoors’ and running and hiking has never seemed more appealing. I’m proud to have played my part in the swift and clear execution of their strategy.
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Cape Town, South Africa