On Running, a Swiss running shoe brand, has seen success in recent years due to its omnichannel strategy, according to Samuel Wenger, the brand’s global head of direct-to-consumer (DTC). Wenger told InternetRetailing that the brand’s omnichannel approach is “crucial” for providing customers with a “seamless and convenient shopping experience across all touchpoints, online and offline”.
On Running, a Swiss running shoe brand, has seen success in recent years due to its omnichannel strategy, according to Samuel Wenger, the brand’s global head of direct-to-consumer (DTC). Wenger told InternetRetailing that the brand’s omnichannel approach is “crucial” for providing customers with a “seamless and convenient shopping experience across all touchpoints, online and offline”.
The brand’s success can also be attributed to “so many factors” including its online presence, retail stores and retail partners, Wenger said. This follows the launch of On’s tech-heavy flagship store located in London. The three-story 860sq ft store on Regent Street, features a community hub which offers a versatile community space for panels, workouts and events. It also features hidden gait analysis cameras to analyse customers’ running styles which recommends the best shoes for their needs, alongside robotic arms to showcase trainers and demonstrate how shoe soles are tested during On’s product development.
On’s co-founder David Allemann said: “With technology and innovation at the forefront, On London will empower shoppers to engage with our brand in an entirely new way. The focus lies on our community of runners, outdoor enthusiasts, and everyday explorers.”
Wenger also credited the brand’s success to “strong and innovative marketing campaigns”, claiming that the power of word-of-mouth marketing played a “crucial role” from the beginning. “This grassroots approach helps to build trust with customers who hear about the brand and its products from someone in the community who has tried and tested them,” he said.
On Running’s omnichannel strategy has been key to the brand’s success, according to Wenger. The brand’s flagship store in London, which features a community hub, gait analysis cameras and robotic arms, is a testament to the brand’s commitment to providing customers with a seamless and convenient shopping experience. Additionally, the brand’s “strong and innovative marketing campaigns
Sources: https://internetretailing.net/on-running-dtc/
