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out there in one swoop to 170
stores who can then customize
it on a local level."
The corporate office has also
worked to improve operational
efficiencies for store opera-
tors with a new email platform
featuring customizable tem-
plates and added automation,
enhanced educational support
for staff on areas such as mer-
chandising and customer service
and a centralized data hub.
"This all comes down to
giving our stores the ability and
time to focus on creating a qual-
ity customer experience," vice
president of retail operations
Ben Cooke says. "Ultimately,
we want our stores focused on
front of the house and commu-
nity engagement, not bogged
down with emails or Excel files."
The company has also increased its
planning time for major initiatives, a
move that sharpens its focus on content
strategy and creating turnkey resources
for operators, as well as added corporate
staff to produce digital content.
The overall goal, Pointer says, is to
help operators connect to the whole rather
than being one of many while celebrating
successes and remaining firmly focused
on the future, elements Pointer himself
communicates every Monday in a message
to the entire Fleet Feet brand team.
"We're trying to be more nimble so
we're driving engagement and tickets and
moving forward as one stronger, unified
force," Pointer says. n
fit id (continued)
More than 150 Fleet Feet stores now
have fit id on their sales floors.
Stop by Booth #1317
to learn more about
Custom Fit Insoles
