FootLocker Global Employee Onboarding
[Strategy, 2021]
Surely you’ve felt the haunting weight of being a customer in a store with roaming sales associates, peripherally unnerved by every moving body as you await the dreaded “Can I help you with anything”? As FootLocker, Inc. faced the mounting pressure to regain balance between their online and in-store traffic, it was paramount to ensure an in-store experience free of the aforementioned shopper anxiety. In understanding the core source of shopper dread [the associate approach], it became clear that a shopper-associate relationship was still essential to the experience, but how - and why - the relationship is initiated is of great importance. At which point, the path forward was illuminated: Increase associate comfort with information that benefits the shopper, not the store.

When asked to make the onboarding process for new Foot Locker Inc. employees an enjoyable and educational experience, we transported them to a different world in these animated spots. The assets were ultimately distributed globally to 8 markets in 4 languages.