HOTTER SHOES
Anthea Turner with Victoria Betts & Stephen Shawcross, Hotter Shoes & Yasmina Dorchy, Choreograph
Hotter Shoes – an Unbound Group Company PLC business is one of the UK’s largest footwear brands which currently leads the marker in comfort footwear. It scooped the award for Campaign, Partnership & Channel Mastery: CRM, Attribution, Targeting & Personsalisation sponsored by Choreograph.
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Hotter is currently the core brand of Unbound Group PLC which was created in 2021 to build on the strong brand, customer trust and loyalty enjoyed by Hotter. It also announced in 2021 its intention to list on the London Stock Exchange’s AIM market.
Selling over 1.4 million pairs of shoes each year, Hotter provides footwear with an uncompromising focus on comfort and fit, delivered through the use of differentiated technology, to consumers in the UK and US, predominantly in the 55+ demographic.
Having undergone a significant transformation which began in 2019, Hotter pivoted towards digital channels whilst maintaining a right-sized and profitable store portfolio. It is now digitally led with agility, flexibility and scalability, yielding strong returns and building on its 4.6m customer base which sees Hotter serve over 29 per cent of the UK’s 55+ female population direct to their homes.
Hotter invested over £2m in direct-to-consumer digitalisation, including £250k in its industry- leading Footprint™ 3D scan technology, £1.5m in its website and a market-first App.
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Hotter also engaged with internal and external partners to test and deliver the personalised, unique, consistent customer experience it needed. To achieve its personalisation objectives: Hotter applied over-arching hero imagery common across all addressable customer touchpoints; ensured the customer offer was common across all addressable customer touchpoint: and through every website touchpoint through to checkout; implemented true 1:1 dynamic personalisation via email and on-site recommendations; created dynamic product sort order in product list pages online based on data.
It also used personalisation at scale to attain and attract new customers and this improved targeting and personalisation, increasing new customer recruitment by 10 per cent over 2020 and within the allowable cost per acquisition to generate 12-month payback.
Te investment has enabled Hotter to enjoy its highest ever digital sales, improved web metrics (visits +16 per cent and demand +26 per cent) and double digit growth (Instagram followers +164 per cent).
homeofdirectcommerce.com | Direct Commerce
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