On this episode of The Pace of Tradition podcast, Suzy founder and host Matt Britton speaks with Kim Waldmann, world chief buyer officer at Foot Locker. Kim shares how Foot Locker is leveraging first-party information, creator partnerships, and a reimagined in-store expertise to attach with the subsequent era of sneaker lovers.
With management expertise at Sephora and Athleta, Kim brings experience in shopper advertising, digital innovation, and loyalty packages. At Foot Locker, she has formed omnichannel experiences, reimagined retailer ideas, and constructed strategic partnerships, mixing data-driven insights with artistic storytelling to redefine the way forward for retail.
“As we speak, it’s a must to get your model codes proper, it’s a must to get your platform proper, it’s a must to have what you stand for proper,” she says on the podcast. “However, finally, tastemakers and tradition bearers are going to interpret that, and that’s really what’s going to influence your prospects on the finish of the day.”
Hearken to Kim Waldmann on The Pace of Tradition podcast to learn the way Foot Locker is shaping the way forward for retail, sneaker tradition, and buyer engagement.
Key takeaways:
02:12-03:17 Increasing Sneaker Tradition — Kim shares how Foot Locker is unlocking the “inside sneakerhead” in everybody by increasing entry to sneaker tradition. Ladies’s sneakers are the fastest-growing section, with many dressing “from the footwear up” and anchoring their type in sneaker style. Moreover, the mixing of sports activities, music, and popular culture has made sneaker tradition a central pressure in at the moment’s cultural zeitgeist. By participating various audiences and embracing new developments, manufacturers can develop their attain and relevance in dynamic markets.
07:10-08:05 The Way forward for Brick-and-Mortar Retail — Whereas many predicted the demise of bodily shops, Kim explains why Foot Locker is proving the alternative with its Foot Locker Reimagined idea. That includes development zones, sizing experiences, and educated associates, these shops create immersive environments that digital channels can’t replicate. By elevating in-store experiences, manufacturers can complement their digital methods and create significant connections with prospects.
11:59-13:11 The Energy of Creator Tradition — Kim emphasizes the shift from manufacturers controlling narratives to tastemakers shaping buyer perceptions. Highlighting the launch of Anthony Edwards’ AE1 basketball shoe, she explains how Foot Locker leverages creators and influencers to generate pleasure and cultural relevance. By embracing creator partnerships, manufacturers can amplify their attain and influence inside key demographics, particularly Gen Z.
14:59-16:12 Leveraging First-Get together Information — First-party information is Foot Locker’s “advertising gold,” permitting the model to ship personalised, related experiences. Kim highlights how their revamped FLX Rewards program makes use of this information to tailor communications primarily based on buyer pursuits, comparable to basketball followers or style-focused consumers. For manufacturers, leveraging loyalty packages and first-party information is important to creating impactful, personalised buyer journeys.
