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Hit or miss: Foot Locker - 18/30

Competitive price points and a distinctive product mix are undermined by an untidy store.

  • Lower Ground, Thames Walk

Product 8

What’s positive about Foot Locker is that it stocks a number of brands unavailable elsewhere in Bluewater.

Furthermore, on brands that are stocked elsewhere, Foot Locker buys much deeper into the collection, offering colour combinations, updates and variations often exclusive to its store for both men and women. This means it offers a strong point of difference to get customers spending. For example, almost 30 variations of Nike Air Max mean customers will always find options here not found elsewhere. What’s more, exclusives such as the Lacoste Platinum collection can only be found here. The store also keeps track of some wider fashion trends, which is good to see, including the resurgence of running shoes by brands such as New Balance worn as everyday trainers. However, the sports-focused nature of Foot Locker means many of the season’s key styles are unavailable here for both male and female shoppers.

Value 7

Quality brands at competitive prices mean Foot Locker is generally good value for money. The exclusives and hard-to-find styles also help set its offer apart. Nike Air Max styles here start at £94.99, which is the same as those at the likes of Office and Schuh, while more premium styles stretch to £104.99 but the exclusivity makes them worth it.

Basic Vans plimsolls start at £44.99, just pipped by Schuh’s £43 and Office’s £42.99. Converse styles start at £42.99 and New Balance comes in at £59.99.

Experience 3

The store is tarnished by the fact that many shoes are missing prices and several empty spaces on the shelves create a messy and disorganised feel. A display stand at the store’s entrance promoting Lacoste’s Platinum collection has mostly empty shelves, which looks untidy. Staff are reluctant to leave the till areas, meaning customers are left unattended unless they ask for help.

18/30

View the full report here

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