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Foot Locker upgrades mcommerce strategy to more complete experience

May 4, 2011

Foot Locker has revamped its mobile commerce strategy

Foot Locker Inc. has upgraded its mobile Internet destinations for Foot Locker, Lady Foot Locker, Kids Foot Locker, Footaction, Champs Sports and CCS to provide customers with an optimal cross-channel experience.

The mobile sites for Foot Locker, Champs Sports and CCS integrate the retailer’s online and in-store offerings. The sites for Lady Foot Locker, Kids Foot Locker and the Footaction retail divisions are newly launched.

“It is encouraging to see major brands start to embrace the mobile Web,” said Marci Troutman, founder/CEO of siteminis, Atlanta. “Allowing customers to navigate effectively and complete transactions on mobile only creates more revenue.”

Foot Locker Inc. is a specialty athletic retailer that operates more than 3,400 stores in 22 countries in North America, Europe and Australia. The company did not respond to media inquiries in time for press.

Neither Ms. Troutman nor siteminis is affiliated with Foot Locker. She has commented on this story based on her expertise in the mobile Web development space.

Foothold on mobile
Foot Locker customers can purchase directly from their mobile phone via any of the new or revamped sites.

The sites can also be used to view products, find the nearest store, look up inventory and check model, size and color availability locally.

Also, customers can monitor their VIP Club loyalty account status via the sites.

VIP members will receive credit for purchases in whichever channel they shop. Customers can also sign up to get mobile alerts about new products and offerings.

Lady Foot Locker is at

“By ensuring that a customer can not only find store locations, but check products visually, see the inventory available and buy, all on their mobile device through the mobile Web will make for satisfied customers,” Ms. Troutman said.

“After all, your customers are already looking for that kind of performance in the mobile space right now,” she said.

Customer can send an electronic gift card via the mobile site. The recipient can walk into a store and use the gift card via their mobile device immediately.

The site will also offer customers the ability to look up shoes while in the store to see ratings and reviews by other customers to assist with their buying decisions.

Customers that enter into their mobile browser are redirected to

Customers accessing any of the Foot Locker Inc. Web sites via their mobile device will be automatically redirected to the mobile version of the site.

The sites are compatible with all mobile device Web browsers.

“The growth of commerce over the mobile Web is growing so fast that it is imperative that brands jump in,” Ms. Troutman said. “The mobile Web is the place to start.

“The mobile Web site is, quite frankly, table stakes for every company that sells products,” she said.

“The more complete the experience for the consumer, the better off the conversion rate will be, positively impacting store purchases and online transactions.”

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at

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