The Right Fit: How Foko Retail Helps Kurt Geiger Put Their Best Foot Forward [Case Study]
Kurt Geiger is a designer footwear and accessories brand with hundreds of points of sale and concessions within some of the world’s most prestigious stores. Since setting up shop in 1963, the company has grown to become the largest luxury footwear retailer in Europe.
Timing is everything in retail.
But, like a lot of retailers, Kurt Geiger lacked visibility into day-to-day operations in-store, and they found it hard to tell if merchandise and promotions were being implemented on time and correctly at each point of sale.
Because they were stuck using email to communicate back-and-forth with stores, the head office had a hard time verifying that work was getting done and brand standards got followed.
“Often by the time we had collated answers from 300 stores, the information was almost irrelevant,” says Alice Millichamp, Retail Operations Manager at Kurt Geiger. “It would take days until we heard back from everyone.”
Kurt Geiger was looking for a tool that would allow them to communicate quickly with store and field teams and was user-friendly for associates and managers.
“We needed a standalone app that we could upload content to easily—something where people could interact with the content and not feel like they were doing a task for work,” says Millichamp. “Now, with Foko Retail, we can see what’s being done straight away, and that just works so much better.”
More Engaged and Efficient Employees
With most of retail’s workforce raised on social media, legacy software is no longer sufficient for most on-the-go store teams.
That’s why Millichamp was initially attracted to Foko Retail’s social media-like interface, which makes it easy for employees to pick up and use right away.
Since Kurt Geiger started using Foko Retail for retail task management and communication, associates are more engaged and motivated on the job, and feel more connected to their employers and the greater brand purpose.
“People working in the stores feel like they have a voice and a platform to share their thoughts and be heard,” she says. “There’s lots of interaction and camaraderie on the platform—even our retail director will regularly like and comment on posts. You can really feel that there’s a better atmosphere and more of a connection between stores and the head office than there ever was before.”
Compliance has “improved massively” since Kurt Geiger started using Foko Retail.
Before, it would take nearly a week to collate photos of store displays and promotions from each of their locations and put them into a spreadsheet or PDF for easy reviewing at HQ.
With Foko Retail, Kurt Geiger can create a task, request photos of promotions, displays, or any relevant information, assign it to as many locations or users as they need, and monitor the results as they roll in.
“Now,” says Millichamp, “the whole process can be done in a matter of hours.”
“With Foko Retail, we can see what’s being done straight away, and that just works so much better.”
Alice Millichamp, Retail Communications Manager
Foko Retail is completely customizable to meet each organization’s individual needs.
At Kurt Geiger, Millichamp mostly uses it as a communications hub to publish content and keep in contact with teams.
Now, stores can easily access guidelines. Managers can collate photos of product launches, sales and promotions, and provide feedback. And it’s easier than ever to share daily updates and announcements with individual teams. Field team members can communicate and manage tasks directly with their stores, and associates have a direct line to their superiors when they need advice.
“Our stores can post questions about products, report any issues they’re having, or share frequent requests from customers about certain styles, and send that info straight back to the merchandising team, who’ll respond directly to stores and share feedback within their department,” says Millichamp. “It’s great for making sure our customers [and stores] are really getting heard.”