THE SOLUTION: CONNECTING STORES WITH POPULAR SHOPPING FEATURES
Fleet Feet partnered with Kibo and found a solution that put store franchisees at the center of the new online business. When the eCommerce site launched in 2014, it was built to fulfill orders from inventory at nine store locations, without using a centralized distribution center.
Franchise owners can opt in to the eCommerce fulfillment network, and earn commissions on web sales they fulfill. More than 100 stores are now enrolled in the program, with orders for direct home delivery shipped from the closest participating store with items in stock.
“When we went digital, we initially launched with a fulfill-from-store model, and it’s been phenomenal,” said Jabaut. “It’s really cool how it’s all connected, and Kibo is the heart of it.”
Kibo provides network-wide inventory visibility that has enhanced store experiences, empowering staff to help consumers find out-of-stock items within the family of Fleet Feet fulfillment locations. Individual stores help customers navigate the eCommerce site via localized websites that showcase staff expertise, events, training group meetups, and running advice.