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Hotter rolls out new retail strategy across all stores

Camilla Rydzek
05 November 2021

British shoe brand Hotter is rolling out its "Retail 2.0 strategy" across its own stores and a new pop-up, aiming to reconnect with customers and complementing its increasing digital traffic.

Hotter has accelerated a digital-first transformation in 2020, with 90% of all new customers now acquired through digital channels.

The brand will open a pop-up store in Manchester’s Trafford Centre throughout November and December that will feature a bespoke shoe fitting service using 3D technology.

The bespoke shoe fitting service will offer customers the chance to accurately measure their feet on a Footprint 3D Scanner, allowing customers to save their results online and in the Hotter app to make future purchases.

Hotter’s app also has VR functionality for customers try on their shoes virtually, with virtual shoe fittings planned to be introduced in the future.

When customers have found a shoe they like in-store can order it online and have them delivered to their home, helping Hotter's strategy to keep less stock in store.

40% of in-store orders are already ordered directly from the company’s warehouse and this is expected to increase with the new strategy.

The brand is also re-fitting existing retail outlets with seating areas with iPads and large touchscreen pods as well as the bespoke shoe fitting technology and in-motion mapping tables.

It will also open digital kiosks in selected locations by working together with nationwide garden centre group Notcutts.

Hotter’s Solihull store will be the first to be redesigned, holding less inventory and concentrating on sales support.

Victoria Betts, Chief Commercial Officer at Hotter said: “Change in the retail sector is happening at a phenomenal pace and we’re continually innovating and refreshing. This strategy perfectly complements our digital-first approach, which has been embraced by customers and staff, allowing us to deliver high quality products direct to doors and support Hotter’s growth even through the Coronavirus lockdowns.”

“The transformation of our physical store network, alongside opening up pop-up units and garden centre digital kiosks, is about adapting the way we interact with customers as they continually seek more from in-person shopping experiences.”

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