Foot Locker is changing the way it looks and feels. The company opened its first newly designed store on Wednesday, offering shoppers a fresh and modern experience. Fans can look forward to more of these innovative stores in the future.
New Foot Locker Opens Near NYC
Foot Locker has unveiled its latest innovation: a "store of the future" at Willowbrook Mall in Wayne, New Jersey, roughly 25 miles from New York City.
The company announced an "elevated store experience" and "unrivaled customer service" in a recent press release about the opening. This new retail concept was developed following customer feedback and focuses heavily on sneaker culture.
Shoppers will find an expanded range of footwear and accessories, along with increased efforts towards sustainability and the latest technology to help them find what they need more efficiently.
The store's employees, nicknamed "Stripers" due to their referee-style uniforms, are equipped with a "high-tech toolkit" designed to improve service.
Foot Locker has implemented at least six significant updates at the Willowbrook Mall store. These enhancements are part of the Lace Up Plan, a long-term initiative that will be rolled out across all company locations.
Foot Locker has launched its 'store of the future,' which features a redesigned storefront and an updated in-store environment. The new design includes a broader selection of shoes and accessories, a strong focus on sustainability, dynamic digital displays, and other modern technologies. This setup will serve as a model for future stores.
The store layout introduces easier navigation with highlighted areas at the front, showcasing the latest sneaker drops and popular products. Improved product displays provide clearer information about features and benefits, helping customers make faster choices.
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Additionally, the store includes a communal try-on area and a dedicated 'Sneaker Hub' where customers can enjoy custom lacing options. It also offers expanded ways to order through various channels and more digital tools to support the store staff, known as "Stripers."
Foot Locker CEO Outlines Future Plans
Mary Dillon, CEO of Foot Locker, stated that the new "store of the future" will enhance the company's standing in the retail industry.
"Our new store concept strengthens Foot Locker's leadership in sneaker culture by providing a top-tier, innovative shopping experience for sneaker enthusiasts," Dillon said in a release on Wednesday.
She added that as the company progresses with its Lace Up Plan, this new retail format fulfills its commitment to enhancing its portfolio and offering a comprehensive, omnichannel customer experience.
In March of last year, Foot Locker announced it would close at least 400 stores as part of a strategic shift to boost sales. These closures mainly affected locations within malls, as the company plans to reduce its mall presence to 50% of its operations, focusing more on larger standalone stores.
Several more "store of the future" locations are set to open in 2024, including another flagship store in New York City on 34th Street. Foot Locker also plans to update stores in Paris, Melbourne, and Delhi by the end of the year.
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