The Athlete’s Foot: E-commerce Winning Streak with Netstarter and Rackspace

The Athlete’s Foot collaborated with digital agency, Netstarter and cloud hosting provider, Rackspace to establish the multichannel retailer’s website earlier this year.

The brand’s Magento e-commerce website launched on May 31st, 2012 and has resulted in increased website traffic and sales lift. The e-store has experienced 50 percent increase in new non-brand visits, 75 percent increase in monthly visits and 11 percent increase in sales conversions for non-brand search.

Netstarter Director, Craig Shotland said the new e-commerce website successfully merged with the brand’s traditional retail elements and encouraged multichannel shopping.

“Netstarter delivered on the new website goals which included the ability to extend their in-store value-add services, strengthening their customer service value proposition, promoting their retail outlets and franchisees, and developing a profitable online store as an additional channel to support their customers,” he said.

Website features:

– 15,000+ SKUs online

– Integration of ERP

– Gift card purchase capabilities

– Sophisticated site search feature

– Footwear Finder with product recommendations based on lifestyle needs

– Virtual Shoe Fitr try-on tool for Google Chrome users

– 100-day online or in-store return policy

– Store locator

A critical element for The Athlete’s Foot digital launch was incorporating the franchise stores. To overcome this challenge the website includes a store locator, information about the brand’s “expert fit” offering in-store, 100-day return policy in-store, and in-store promotions and news.

“Netstarter brought to the website some cool features that compliment the current in-store experience for The Athlete’s Foot, ensuring customers get the right fit, including 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,” Shortland said.

Shoe Fitr’s virtual scanning technology was also added to the site, offering consumers the ability to compare the fit of existing shoes with The Athlete’s Foot’s products when using Google Chrome.

Netstarter partnered with Rackspace to host their Magento software, offering The Athlete’s Foot scalable, reliable and secure hosting abilities.

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