Foot Locker has seven different brands under its heel. To centralize that cross-brand experience, the apparel company has gone through a back-end digital transformation.
Foot Locker has re-platformed its entire digital infrastructure using Adobe Experience Could, which is all running on Microsoft Azure.
Pawan Verma, executive vice-president, chief information and customer connectivity officer at Foot Locker, said the integration is about creating a common ecosystem to help connect data with varied front-end experiences.
"The real value there is that we can innovate much faster. If we have a new feature coming in or we drop a new enhancement, we don't have to code it six times for six different banners. We can code it one time, or consider it one time. We can expose it as an API one time and our partners can consume it," Verma told The Drum.
Foot Locker works closely with brands like Nike, Puma and Adidas, which can drop new products at a moment's notice. Verma said the re-platforming has created a "factor model" on the back-end where Foot Locker can "get the brief of a new product and launch the product in a very short period of time because it's much more software managed rather than human managed."
The integration looks to drive personalization by centralizing content management tools with audience management and analytical tools.
Michael Klein, director of industry strategy for retail, travel and CPG at Adobe, said brands across all verticals can leverage the Experience Cloud, which delivers experiences "at any touch point from the acquisition of ad space, the owned space of conversion, and...into retention and advocacy."