{"id":185423,"date":"2021-11-05T11:39:39","date_gmt":"2021-11-05T11:39:39","guid":{"rendered":"https:\/\/www.theindustry.fashion\/?p=185423"},"modified":"2021-11-05T18:35:16","modified_gmt":"2021-11-05T18:35:16","slug":"hotter-rolls-out-new-retail-strategy-across-all-stores","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/hotter-rolls-out-new-retail-strategy-across-all-stores\/","title":{"rendered":"Hotter rolls out new retail strategy across all stores"},"content":{"rendered":"

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.<\/strong><\/p>\n

Hotter has accelerated a digital-first transformation in 2020, with 90% of all new customers now acquired through digital channels.<\/p>\n

The brand will open a pop-up store in Manchester\u2019s Trafford Centre throughout November and December that will feature a bespoke shoe fitting service using 3D technology.<\/strong><\/p>\n

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.<\/p>\n

Hotter\u2019s app also has VR functionality for customers try on their shoes virtually, with virtual shoe fittings planned to be introduced in the future.<\/p>\n

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.<\/p>\n

40% of in-store orders are already ordered directly from the company\u2019s warehouse and this is expected to increase with the new strategy.<\/p>\n

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.<\/strong><\/p>\n

It will also open digital kiosks in selected locations by working together with nationwide garden centre group Notcutts.<\/p>\n

Hotter\u2019s Solihull store will be the first to be redesigned, holding less inventory and concentrating on sales support.<\/p>\n

Victoria Betts, Chief Commercial Officer at Hotter said: \u201cChange in the retail sector is happening at a phenomenal pace and we\u2019re 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\u2019s growth even through the Coronavirus lockdowns.\u201d<\/p>\n

\u201cThe 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.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

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