Instore Customer Service Initiative of the Year : The Athlete ’ s Foot
RETAILER AWARDS
Instore Customer Service Initiative of the Year : The Athlete ’ s Foot
Sponsored by GS1 Australia
T he Athlete ’ s Foot ’ s cuttingedge digital fit pad ( DFP ) tool is used across its entire store network to provide a seamless , interactive and personalised fitting process . As part of the process , customers are also taken to the brand ’ s MyFit3D technology , which generates a 3D scan of the customer ’ s feet , as well as a video of their gait cycle , including where they are placing pressure through the plantar surface of their feet .
The scan enables The Athlete ’ s Foot ’ s ‘ fit experts ’ to provide a tailored experience for each customer , along with the best fitting shoe that is most biomechanically appropriate . The customer ’ s MyFit Rewards loyalty program is also registered to the DFP , and showcases their ‘ fit card ’ containing information including purchase history , school association , medical professional association , and whether they have loyalty vouchers available to use . The technology has recently been updated with enhancements to the Footwear Recommendation Engine ( FRE ). Staff can use the data collated in the system to make highly accurate footwear recommendations based on customers ’ unique foot scans and fitting needs .
The Athlete ’ s Foot Australia business support manager Jazmine Thomas said the technology provides a unique point of difference , contributing to an Net Promoter Score of 83 , a TruRating of 8.06 and a record year in sales across the business .
“ We are better able to interact with our customers , who are then better able to interact with their foot shape , size , width , arch height and instep height , along with seeing the visual cues of their gait cycle and pressure analysis as they walk ,” Thomas explained .
“ Collaboration with our customers was a key aim [ as ] it allows us to connect [ with them on ] a deeper level .
“ Both of these tools ( the DFP and FRE ) have been warmly received by our medical affiliates , as they provide them with greater confidence that they can refer their patients to our stores , where they will receive an unparalleled level of service and care .”
What the judges said : “ A very nice evolution of The Athlete ’ s Foot fitting experience . It has always been a class above other providers in the footwear space and this next step adds a lot of incremental value to their customers . I think the ability to integrate with medical practitioners is a clever touch and helps them bridge the gap and become the footwear destination of choice when a customer has a foot or athletic issue .” — David Martin
50 | www . insideretail . com . au May 2023