At lot has changed for Stride Rite over the years. Since the manufacturer of high quality children’s footwear first opened its doors nearly 100 years ago, the customer engagement landscape has undergone number of seismic shifts. Today, these changes are more dramatic than ever, and they are presenting just as many challenges as opportunities. Success now requires all brands to offer customer experiences that truly respect and reflect the lives of their customers.
Stride Rite is committed to stay in step with these changes. And with the inception of a dynamic new customer engagement campaign called “Built for Childhood,” it has proved that it understands the contemporary lives of parents, their children, and how those experiences are rapidly changing.
“We know from first-hand experience that parenthood is more hectic than ever before, and we are inspired by our own lives to build solutions into both our shoes and our stores,” Kelly Geer, Stride Rite VP of Marketing & Strategy, told Loyalty360. “We combine all of our heritage and technology with real-world insights. The results are products that are great for kids’ feet and make their lives and their parents lives just a tiny bit easier.”
“Built for Childhood” is a new brand platform that promises to deliver a customer experience that matches the lifestyle, preferences, and needs of modern families. A key function of the initiative will be to significantly increase the brand’s online presence and digital customer engagement.
It will leverage a number of media touch points to create a more fluid and convenient customer experience. In addition to featuring an immersive peer-to-peer feel, “Built for Childhood” will help parents easily find the right footwear for their children.
An enhanced ecommerce site and app will also allow parents to measure the changing shoe size of their children right from home, before ordering the right shoes online. The corresponding “Make It Rite Guarantee” will also ensure complete customer satisfaction.
“Whether a mom finds us in a Stride Rite store or on striderite.com, engages with us on one of our social media channels, or shops for our brand at one of our great retail partners, she will immediately see and feel the energy and relevance of ‘Built for Childhood’ to her life,” said Ira Hernowitz, Stride Rite President. “It reflects our commitment to delivering everyday solutions for parents in children’s footwear.”
Stride Rite believes that “Built for Childhood” is the next evolutionary phase of the brand, which comes with a number of additional new features. “Built for Childhood” will also see the expansion of various product lines and a new back-to-school campaign that will engage parents through a variety of media channels including online video, social media, and print. It will also further enhance Stride Rite Rewards, the brand’s loyalty program.
“In an age of complexity and overscheduling, we want our Rewards program to be as valuable, convenient and easy as possible,” Geer said. “We now offer members free shipping everyday on all purchases, with no minimum, as well as the opportunity to pick their own annual private sale day.”
What’s more, “Built for Childhood” will bring brand ambassador Rosie Pope onboard to interact with consumers via social media. She will leverage her experience as a fashion designer to provide tips, tricks, and insights regarding emerging trends in children’s shoes.
“The investments that we are making in our business are powerfully embedded into our very versatile and parent-centric ‘Built for Childhood’ platform,” Hernowitz said. “‘Built for Childhood’ embodies all of the exciting brand improvements that parents will see and feel throughout 2015 and beyond, reaching mom in better, more compelling and engaging ways.”