How Foot Locker Increased Sales by 3.10% with StoreForce

“Being able to plan out the week, target the right roles, track execution, and hear directly from our stripers changed everything for us.” – Danielle Cecchini, Sr. Director, Communications and Teammate Experience, Foot Locker 

Key Takeaways 

• Replaced shared inbox chaos across 1,400+ stores with one source of truth 

• Shifted from email communication to prioritized, role-based execution 

• Increased sales by 3.10% versus plan compared to North America averages

• Stores above average in task completion outperformed across key KPIs 

• Restored shared clarity from head office to the sales floor 

Background 

Foot Locker operates more than 1,400 stores across North America under banners including Foot Locker, Kids Foot Locker, and Champs Sports. 

Their biggest obstacle was clarity. 

For years, communication flowed into a single shared back-office email inbox at each store. Managers triaged messages daily without clear prioritization, visibility into what had changed, or confirmation of what absolutely had to be executed first. 

Managers spent late nights sorting emails and building ad hoc checklists. Associates came in ready to perform but unsure what “right” looked like that day. Campaigns launched unevenly. Tasks were completed out of sequence. Last-minute scrambles became common. Fatigue mounted. 

Inconsistency at this scale did more than create stress. It constrained growth. A brand cannot open more stores or launch larger campaigns if it cannot consistently execute the ones it already has. 

From Email Guesswork to Measurable Execution 

Email is an effective communication tool. It is not an execution system. 

It does not: 

• Prioritize what matters today 
• Target tasks by role 
• Surface deadlines in context 
• Confirm completion 
• Provide live visibility for coaching 

Over time, this structural gap created measurable business consequences. Visual standards varied by region. Operational changes were adopted unevenly. District Managers spent time chasing status by phone and email rather than developing talent on the floor. 

The challenge was not engagement. Foot Locker’s stripers care deeply about performance. The issue was that the system could not reliably convert intent into consistent action across 1,400 locations. 

The Turning Point: Shared Clarity Through “The Zone” (or StoreForce)

The shift began when Andreas Derkits, a field-built leader who rose from part-time associate to North America CX support, partnered closely with Danielle Cecchini, Sr. Director, Communications and Teammate Experience. Together along with the rest of the Foot Locker team they were overseeing store messaging across banners. 

Together, they reframed the problem from “send more information” to “create shared clarity.” 

StoreForce, known internally as “The Zone” at Foot Locker, became the single source of truth. Not simply as software, but as an operating rhythm that answered four daily questions: 

• What matters today? 
• Who owns it? 
• When it is due? 
• How leaders will coach against it? 

Communications moved from a generic store inbox to role-based targeting. Tasks were planned with due dates and tracked for completion. District Managers gained real-time visibility into execution and could coach accordingly. 

Visit tools for DMs, LP, and VM/Operations were built directly inside the platform, complete with scoring and trend reporting. Leadership could now see patterns over time, not just snapshots. 

The objective was to remove guesswork. 

When Execution Became Visible, Performance Followed 

Once priorities were clear and completion measurable, behavior shifted quickly. Managers reported fewer end-of-day surprises and more time focused on customers. 

District Managers transitioned from chasing updates to targeted coaching conversations. Campaign launches became cleaner. Operational gaps surfaced and were resolved the same day instead of the following week. 

The addition of faster, structured feedback loops accelerated this shift even further. Through the comments feature, store teams could flag issues in real time, allowing business partners to identify patterns instead of isolated incidents. Challenges such as VM marketing delays or gaps in product support were surfaced earlier, giving teams the ability to act before execution suffered at scale. 

This consistent flow of insight helped Foot Locker move from reactive problem solving to proactive trend identification, improving alignment across merchandising, marketing, and store operations. 

Sales Link: The Proof in the Numbers 

Stores with above average task completion delivered: 

• +10 basis points in conversion 
• +60 basis points in basket size 
• +70 basis points in sales per hour 
• +310 basis points in sales versus plan compared to North America averages 

The data reinforced a simple truth. Execution discipline drives revenue outcomes. 

When stores clearly understand what matters and leaders have live visibility to coach, performance improves across the board. 

Two-Way Dialogue Strengthened the Field 

Beyond task completion, StoreForce unlocked something equally powerful: direct feedback from stripers. 

Global comments and in-platform feedback surfaced issues immediately. Instead of isolated email replies or delayed escalations, leadership gained real-time insight into operational friction, marketing gaps, or execution challenges. 

Mobile access extended this visibility even further through photo collection. Leaders could review execution accuracy in real time and share visual proof directly with internal and external partners. This strengthened accountability while also creating a centralized visual archive that supported post-campaign recaps, best-practice sharing, and future planning. 

This capability also had a measurable impact on vendor relationships. Partners such as Nike, adidas, and New Balance could clearly see how their marketing investments were being executed across stores. That transparency built trust and reinforced confidence in Foot Locker’s ability to deliver at scale. 

That visibility enabled same-day problem solving and reinforced trust across the field. Associates felt heard. Leaders could respond quickly. The organization operated with greater alignment from head office to the sales floor. 

In Foot Locker’s Own Words… 

“We relied on email and hoped execution was happening. Now we can see completion rates, engagement levels, and execution gaps in real time. We see that stores above average in task completion outperform the norm in sales and conversion. The mobile access, role targeting, and two-way dialogue have been huge unlocks. It allows us to listen to our stripers (employees) and act quickly. That connection between communication, execution, and customer experience has been transformational.” – Danielle Cecchini, Sr. Director, Communications and Teammate Experience 

“The flexibility to customize our visits, build scoring, and adjust quickly has changed how we coach and develop our teams. If you want your front lines to believe in what you’re doing, you need tools that support them and allow them to share feedback. That’s where we’ve seen the biggest benefit.” – Andreas Derkits, Director, Banner Initiatives North America, Foot Locker 

Connect with StoreForce Today 

If you are still relying on shared inboxes, fragmented task tracking, or limited visibility into execution, it is time to see StoreForce in action. Whether you operate hundreds or thousands of stores, StoreForce gives you measurable control over communications, tasking, labor alignment, and field engagement. Join leading retailers like Foot Locker who have turned execution into a competitive advantage. Book a demo today and see how centralized visibility transforms retail performance.