COMPANY PROFILE Footasylum

As Footasylum grows its store network, with recent openings in Doncaster, Wrexham and the West Midlands, the newly published RetailDNA Customer Value Chain 2024 report looks at its streamlined customer journey.

UK streetwear and sportswear retailer Footasylum offers a straightforward customer experience that ensures shoppers are fully informed throughout their journey, both online and in its stores.

Footasylum was founded in 2005 by David Makin, who had previously co-founded JD Sports. Today, it sells online and through more than 55 shops around the UK.

Visitors are offered information throughout the shopping journey, an approach that is rewarded in the margin KPI (key performance indicator) of the Customer Value Chain. This focuses on making the most of every customer contact in order to boost order values.

On the landing page, shoppers can immediately see that standard UK delivery is free on orders over £70 and that discounts are available for both key workers and students. The landing page shares Trustpilot star ratings and reviews, payment methods, a newsletter sign-up and a QR code to download the mobile app.

It also links to its presence on four social media platforms – Facebook, X (Twitter), Instagram and YouTube – where it has 2.8mn subscribers for videos that include episodes of its own series, Locked In, featuring ten social media influencers sharing a house for two weeks as they wear Footasylum products and compete to win cash prizes. Viewers who download the Footasylum app can vote for winners and losers, epitomising the margin KPI habit of making the most of every customer interaction.

On the product page, products are illustrated through a range of images, detailed product information including materials and care instructions. Shoppers can add products to a wishlist to save them for later in another margin KPI example of making the most of each interaction. They can also find out about how quickly this product could be delivered.

Navigation helps customers move quickly through the site, which is reflected in the volume KPI that rewards tactics encouraging more customers and more visits. Typing in the search box brings up both suggested search terms and products, with images. Shoppers can also use a navigation that includes key categories such as men, women, kids and brands, to go straight to a type of product. Navigational filters including brand, product type, fit, colour, size and price help to narrow down the choice.

The access metric rewards retailers that enable trade by making it easy to buy. Footasylum enables shoppers to pay using bank cards, third-party checkouts PayPal, Google Pay, Apple Pay and buy-now-pay-later options Klarna and Clearpay.

Our analysis of the Europe Customer Value Chain is illustrated with company profiles showcasing the seven retailers standing out in the market. Each profile offers company profit and sales figures, share price and web traffic as well as a review of what makes their business exemplary.

As well as Footasylum, the report looks at Aldi, Hema, Screwfix, La Feltrinelli, Stradivarius, Samsung and The North Face.

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