When Champs Stores began researching what customers wanted out of its stores, it discovered a simple truth: customers prefer to shop in malls.
The sports apparel retailer also learned that they want a bright and inviting environment as well as a flexible shopping experience that lets them explore in-store and digital options with minimal friction, Champs SVP and General Manager Tony Aversa told CX Dive.
The first two of the new store formats, dubbed Reimagined locations, reopened Tuesday in Tampa, Florida and Portland, Oregon. They were the result of a three-month discovery period that focused on gathering customer insights, Aversa said.
“We sat down and went through a journey knowing that we wanted to gain customer insights, both from our customer and the broader sports style enthusiast group, to really help us shape and form the future of the store,” Aversa told CX Dive.
Champs’ Reimagined store concept was designed to underscore parent company Foot Locker’s Lace Up plan, which likewise puts an emphasis on experience. Champs plans to bring the Reimagined concept to additional locations.
“While e-commerce is extremely important, they want to touch and feel the product, and they want an engaging team member experience,” Aversa said. “We’re going to deliver on all aspects of that.”
Storytelling from the first step
Digital elements are core to the customer experience at Reimagined Champs stores, starting from the moment customers walk in.
Electronic screens in the window and the entrance offer the same messaging that customers see on the home screen of the Champs app and on the retailer’s website, according to Aversa. The goal is to immerse customers in a single experience whether they shop Champs in store or online.
“The digital connectivity of the screens at the front of the store really tells stories that tie back to the app and our overall storytelling within the store,” Aversa said. “We also have digital screens in our brand shop so we can tell elevated stories, not only of our own, but in partnership with our brand partners — the Nikes, Adidas and New Balances of the world.”
As customers walk further into the store, they can use touch screens to find information about store and e-commerce inventory, according to Aversa. Associates can use the screens to order products for pickup from the store or delivery to customers’ homes.
Another element of the imagined stores are premier walls, displays that showcase brands with an emphasis on helping customers build outfits. The premier walls are designed to encourage try-ons with nearby fitting rooms.
“Premier walls allow our customers to come in and see elevated presentations that allow us to tell really sharp, pointed stories that are really interesting to them,” Aversa said.
Associates offer a full-service experience
Champs associates, called blue shirts, are the retailer’s “secret sauce,” Aversa said. Customers told Champs they want an engaging, frictionless experience, and blue shirts are the ones to make it happen.
“They want to make sure the team members are equipped with tools, not only for their convenience, but to elevate the experience,” Aversa said. “So our expectation is to be a full service partner for them, to make sure that our team members are taking them through the entire try-on experience, whether it's footwear, apparel, accessories or headwear.”
Enhanced handheld devices let associates look up inventory without having to visit the stock room, saving time for customers and workers alike. The devices also suggest alternatives to offer when a given item is unavailable, according to Aversa.
Blue shirts can direct customers to nearby stores where the product is in-stock or place an online order. Customers can combine online and in-store purchases into a single transaction to keep the experience low-friction.
Associates assist with the stores’ 3D sizing technology as well, which scans customers’ feet to determine their true sizing, according to Aversa. The technology can recommend products available in-store based on a customer’s unique needs.
“If you were looking for more breathability, here's a list of shoes that are more breathable,” Aversa said. “If you're looking for stability, it makes a recommendation. It also takes into account the customer's point of view on what they're looking for, and then we can fit you into the shoe.”
