Foot Locker 2012 Annual Report Download - page 8

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CLEAR CUSTOMER FOCUS
Create a Clear Customer Focus
• Amplify our brand banners, to be the leader in each of our
segments
• Become a power player in each of our product categories
• Build a highly compelling, locally relevant assortment
• Target customers with innovave, 360 degree markeng,
across all our customer touch points
We have developed strong, targeted product assortments
for each of our banners and, in fact, each store. We are
able to do this because we have a clear focus on who the key
customers are for each of our banners, what movates and
inspires them, and how they like to shop. We have also built
a comprehensive database of localized purchase paerns that
helps inform our planners and buyers as they work with our
terric brand partners in creang our merchandise oerings.
One thing we know excites all of our customers is product
innovaon and freshness. The dramac growth of
lightweight running that started a few years ago is
sll trending up for us, and 2012 saw sales of
basketball product, where we are the clear
industry leader, accelerate. Head-to-toe basketball hook-ups
--- sneakers, performance socks, shorts, t-shirts, and hats ---
were exceponally popular all year. Our collecons were sup-
ported by established and emerging star players, as well as
the introducon of new colors, silhouees, fabricaon, and
design.
We stepped up our own game, as well, creang powerful
markeng campaigns featuring these star athletes --- cam-
paigns that told our own brand stories. For example, the
“We Know Game” program at Champs Sports and the “Foot
Locker: Approved” campaign led to increased trac in our
stores and on our websites, solid conversion rates, and strong
sales gains.
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