In Utrecht, Foot Locker has opened only its third store worldwide that follows its new Reimagined store concept. Following only New York and Paris, the Hoog Catharijne shopping centre was chosen to bring the concept to the Benelux.
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The new concept aims for a more modern and customer-centric shopping experience, where “trainer culture”, storytelling and better visibility for brand partners are key. The new concept, described with typical American self-awareness as the “store of the future”, includes a zone dedicated to the latest releases, interactive displays and a collaborative fitting area that aims to connect customers and provide a shared experience.
The Sneaker Hub offers customers customisation, lacing services and personalised experiences through the FLX loyalty programme. In turn, employees will have digital tools to help with stock management, flexible ordering options and a more efficient payment process.
The introduction of the Reimagined concept is in line with Foot Locker’s strategic Lace Up plan, which the retailer launched last year to focus on modernisation, growth and improved brand consistency. The goal is to give two-thirds of Foot Locker shops worldwide a make-over to meet the new brand standards by the end of next year.
