Get, Keep, Grow

            I’ve decided to take a look at how Foot Locker uses the Get/Keep/Grow model throughout their business to attract and retain customers. In terms of getting customers, the company is very active on social media. Their Instagram account usually posts multiple times a day, displaying the newest shoes and styles to be released in their store. Their account is followed by 10.8M people and this is probably the quickest way the company can release information about their products to their customers. I think the company does a good job attracting customers into their store by having a strong marketing brand. The company’s signature referee shirt uniforms catch the attention of consumers and are easily associate with Foot Locker.  Another good example is the company’s slogan, “If it’s here, it’s approved.” This slogan is pitched all over the company’s advertisements, including commercial ads on TV and social media platforms. The company displays many major athletes throughout their commercials, appealing to the fans of those respective players and making them want to go shop where their favorite player does.

            The keep aspect of the model can be found in the company’s rewards program, the Foot Locker VIP Club. The company strives to sign every person who makes a purchase in their store to sign up for the program, as the cashiers ask the customer if they are a member already and encourage them to sign up if not. Once signing up, the company sends the customer a $10 off $50 or more coupon via email in 2-3 days. Some other benefits include emails and texts about upcoming promotions and coupons, early access to select products, and free shipping on orders.

            In the grow level of the model, the company builds on their rewards program. If customers make a purchase of $100, $150 or $200, they’ll receive a $10, $15 or $20 reward card to be able to use on their next purchase. If a customer spends $300 in 12 months, they then reach Platinum Status. Once achieving this status, you get reward cards, birthday mailings, and more. This status feature allows customers to feel like a part of a more exclusive group of people, which may influence them to spend more money at their store.