On Running’s global head of direct-to-consumer (DTC), Samuel Wenger has credited the brand’s success to its omnichannel strategy, which he claims has “helped to build a loyal customer base”.
Months after the opening of its flagship store in London, Wenger told InternetRetailing that the brand’s omnichannel approach is “crucial” for providing customers with a “seamless and convenient shopping experience across all touchpoints, online and offline”.
According to Wenger, On’s success can also be attributed to “so many factors” including its online presence, retail stores and retail partners.
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This follows the launch of On’s tech-heavy flagship store located in London. The three-story 860sq ft store on Regent Street, features a community hub which offers a versatile community space for panels, workouts and events.
It also features hidden gait analysis cameras to analyse customers’ running styles which recommends the best shoes for their needs, alongside robotic arms to showcase trainers and demonstrate how shoe soles are tested during On’s product development.
Earlier this year, On’s co-founder David Allemann said: “With technology and innovation at the forefront, On London will empower shoppers to engage with our brand in an entirely new way. The focus lies on our community of runners, outdoor enthusiasts, and everyday explorers.”
However, Wenger, who has been with the Swiss running shoe brand for over five years, said “strong and innovative marketing campaigns” have also helped build brand identity, claiming that the power of word-of-mouth marketing played a “crucial role” from the beginning.
“This grassroots approach helps to build trust with customers who hear about the brand and its products from someone in the community who has tried and tested them,” he said.
Image credit: On Running
