Foot Locker's CMO, Jed Berger, reveals how the iconic retailer is aggressively modernizing through startup investments, retail space reimagination, and an internal incubator. This episode is a must-listen for ecommerce operators looking to understand how to evolve their marketing strategy beyond traditional tactics and integrate it directly into product development and overall business strategy to build inherent consumer appeal. It details how Foot Locker is preparing for the next evolution of retail.
Key takeaways
CMOs should embed themselves in product design from the outset to ensure consumer draw is built-in, acting as business partners rather than just marketers.
Consider investing in or incubating consumer startups to drive innovation, rethink customer engagement, and explore new facets of the retail industry.
Retailers must constantly rethink and modernize their physical spaces to create engaging experiences that align with evolving consumer expectations.
Marketing strategies need to evolve beyond traditional advertising to encompass broader business initiatives like product development and venture building.
Embrace a customer-centric approach by understanding customers in new ways and co-creating products to foster deeper engagement and brand loyalty.
In the past few years, Foot Locker has been making headlines for its aggressive push to modernize, and according to the company's CMO, Jed Berger, that innovation has pushed their marketing department to start thinking about their customers in a new way. From investing in a handful of consumer startups, to rethinking their retail spaces, to launching their own incubator, the company has been working towards what it will be the next evolution of the retail industry. For Berger, this forward-thinking push means that how the company is marketing itself has to evolve as well. Now, Berger is getting involved in the products from the design stage to ensure that the consumer draw is built-in, and sees himself as more of a business partner, than a marketer. On this week's episode of Making Marketing, Shareen Pathak sits down with Berger to discuss the changing role of marketing at Foot Locker, why the company chose to incubate and invest in new brands and the shift of the overall marketing industry.
What does this episode say about retail & omnichannel?
CMOs should embed themselves in product design from the outset to ensure consumer draw is built-in, acting as business partners rather than just marketers.
What does this episode say about brand & content?
Consider investing in or incubating consumer startups to drive innovation, rethink customer engagement, and explore new facets of the retail industry.
What does this episode say about founder & leadership?
Retailers must constantly rethink and modernize their physical spaces to create engaging experiences that align with evolving consumer expectations.
What does this episode say about retail & omnichannel?
Marketing strategies need to evolve beyond traditional advertising to encompass broader business initiatives like product development and venture building.
What does this episode say about retail & omnichannel?
Embrace a customer-centric approach by understanding customers in new ways and co-creating products to foster deeper engagement and brand loyalty.
