“I can lead, but I don’t have to manage”

Victoria Betts, chief commercial officer at Hotter Shoes, talks to MT about her involvement in Hotter Shoes’ digital transformation and how it has made her a more courageous leader

by Éilis Cronin

It’s no secret that physical retail stores have been in decline since the rise of online shopping, but the pandemic and its subsequent lockdowns have fuelled the fire under digital retail.

Footwear giant Hotter Shoes is no stranger to this; during Covid, the company scaled down its retail operations to just 15 stores and dove headfirst into its five-year digital strategy, in a bid to become a digital-first retailer. While the company has now reopened many of its stores, its digital strategy remains at its core. 

The company launched a range of initiatives, including Footprint 3D scan technology designed to measure feet accurately, syncing data with online customer profiles to give customers a tailored experience both in-store and at home. It also launched a smartphone augmented reality app to enable customers to try shoes on without leaving their homes.

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