The Athlete's Foot

The Brief

The Athlete's Foot is one of Australia's leading retail footwear brands. The original website, built on Kentico, was not capable of supporting the eCommerce component of their newly instated multi-channel strategy, and so the business was faced with sourcing a new eCommerce focused platform. Having already developed a strong working relationship with the RCG Corporation Limited (ASX: RCG), The Athlete's Foot turned to Netstarter to develop a strategy that resulted in the selection of the Magento Enterprise platform for the new website.

The goals for the new website included the ability to extend their in-store value-add services, strengthen their customer service value proposition, promote their retail outlets and franchisees and develop a profitable online store as an additional channel to support their customers.

The Solution

Netstarter brought to the site some cool features that compliment the current in-store experience for The Athlete's Foot, ensuring customers get the right fit. This includes the development to support the integration of the sophisticated algorithm for Footwear Finder™ that recommends shoes based on a customer's individual footwear and lifestyle needs. Shoe Fitr™ 's scanning technology was also added to the site which offers consumers the opportunity to compare the fit of their current shoes to shoes available at The Athlete's Foot.

Further features included the integration of their loyalty and ERP platform, supporting their customer, stock, pricing and loyalty point's database. Netstarter's robust architecture supports their 15000+ SKU's, calling live data from their stock report; the integration of their gift card purchases through Wright Express; and the integration with Temando for shipping. A critical part of the brief was to include a store locator which allows franchisees to promote their individual stores with specific content.

With a stronger customer-centric multi-channel strategy, supported by the new website, The Athlete's Foot customer is able to purchase an item online with the convenience of being able to return goods online for up to 100 days unworn or through the 136 strong store network of franchisees.

Netstarter partnered with The Athlete's Foot's creative agency BMF, whose focus was brand strategy and overall design of the site.