The complex mobile strategy of footwear giant Foot Locker

By Giselle Tsirulnik

When reviewing the mobile initiatives of Foot Locker, it is safe to say the specialty retailer has quite an aggressive mobile strategy.

Foot Locker offers consumers mobile coupons, text alert services, has a mobile VIP club, a mobile Web site and has done text to win promotions.

"Economic realities have forced retailers to carefully evaluate where they invest and how they interact with consumers,” said Curtis Rapp. “Because of mobile's effectiveness we are seeing increased interest from our retail partners.

“With the mobile channel, retailers are able to provide targeted communications to interested consumers leading to measurable return on investment,” he said.

Foot Locker is a specialty athletic retailer that operates approximately 3,800 stores in 21 countries in North America, Europe and Australia.

Consumers that text in get a coupon texted to their phone for $10 off their next purchase of $50 or more. This coupon can only be redeemed in-store.

“Because of the uptake in newer devices like the iPhone, a lot of retailers are leveraging the mobile platform via mobile optimized site, apps, coupons and SMS,” said Tom Nawara, managing director of digital strategy and design, Aqcuity Group, Chicago.

“This day in age with the economy, retailers are looking to increase revenue and reduce costs and mobile offers this,” he said. “Look at mobile campaigns and sites verses traditional counterparts. Mobile can reduce cost and mobile is a location-aware personal medium.”

The VIP Club’s mobile site gives consumers 24/7 access, since members always have their phone on them.

VIP members also get advanced notice of new product arrivals and get offers and content from Foot Locker partners.

Membership is customizable so users can choose preferences to receive more info about the brand and products they want to hear about.