// Hotter opens its first ever pop up store in Manchester as the run up to Christmas continues
// As a part of its new strategy, the retailer is also re-fitting its existing high street stores to focus more on experiential shopping involving technology.
Footwear brand Hotter Shoes has opened the doors to its first pop-up store in the Trafford Centre in Manchester.
The Trafford Centre pop-up will remain open through November and December to cover the Christmas period, and will offer customers the option of using Hotter’s Footprint 3D Scanner to accurately measure their feet.
The business, which sells more than 1.3 million pairs of a shoes a year, is continuing to roll outs its Retail 2.0 strategy in response to “changing high street and consumer needs”.
As a part of its strategy, the retailer is re-fitting its existing high street stores in order to focus more on experiential shopping involving technology.
The retailer is currently preparing to reopen a fully-refitted 1,000 sq ft Solihull store at the end of the month which will boast new technology, including motion mapping, “providing an immersive digital experience for customers to interact with products”.
With 90 per cent of its new customers now acquired through digital channels since the brand’s digital-first transformation in 2020, Hotter has focused on investing in an immersive digital experience for consumers.
The retailer’s brick and mortar stores have been refitted using new layouts that encourage use of technology, including seating areas with iPads and large touchscreen pods.
In addition to the pop-up store, Hotter also plans to open digital kiosks in partnership with the nationwide garden centre group Notcutts in selected locations as part of its overall plan to reach new customers while adapting the way it interacts with customers.
Hotter chief commercial officer Victoria Betts said: “Around 40 percent of in-store orders are now ordered directly from our warehouse and we expect this to rise with the continuation of our Retail 2.0 strategy,”
“The transformation of our physical store network, alongside opening up pop-up units and garden centre digital kiosks, is about adapting the way we interact with customers as they continually seek more from in-person shopping experiences.”
With over 4.6 customers worldwide, the brand has reported a sales growth of 25 per cent in the first six months of 2021.
“Change in the retail sector is happening at a phenomenal pace,” said Betts.
“We’re continually innovating and refreshing.”