CASE STUDY: How Foot Locker Uses Send Word Now To Relay Emergency Information Across Facilities and Time Zones to Targeted Groups

Lisa Eifert

Operating in 20 countries worldwide and with a corporate headquarters in New York City, Foot Locker is an American sportswear and footwear retailer that was founded in 1974. With significant subsidiaries that have homes in malls across the globe, Foot Locker is a multi-billion-dollar Fortune 500 organization. The company has a geographically-diverse employee base as well as a corporate office that has individualized communication needs that vary from that of its mall-based locations. As such, Foot Locker was searching for a high-quality communication method that could accurately and efficiently communicate with employees when sending emergency messages.

Diverse Challenges and Issues

Acting as Director of Security for Foot Locker, Joe Castellano has a long and rich history working in law enforcement and in other investigative capacities. An alumnus of the New York Police Department, Mr. Castellano has also served banking giant Lehman Brothers and other companies in developing and implementing security procedures and processes. When Mr. Castellano first came on board with Foot Locker, the biggest challenge he had to face was figuring out how to communicate a message to mixed audiences operating across multiple facilities as well as corporate headquarters.

“It’s about getting the right message to the right people at the right moment, that’s what turned us on to Send Word Now.”

Ultimately, Mr. Castellano was very focused on ensuring that Send Word Now was utilized for emergency situations specifically. “Foot Locker is a unique company. We primarily operate in mall settings, so we must consider the active shooter situations that unfortunately happen in places such as this. Moreover, we didn’t want to use Send Word Now in a ‘watered down’ capacity. It was important to ensure that if an employee received a message, they knew it was urgent. Therefore, Send Word Now is primarily used by Foot Locker in impactful situations. When a person receives a message via this platform, they know they have to stop what they are doing and pay attention,” reports Mr. Castellano.

Today, Foot Locker security has developed targeted messages for a variety of situations that its organization has the potential to experience. For instance, corporate messaging centers around aggressive visitor and disgruntled employee situations, as well as natural disasters or environmental challenges, such as floods or power outages. At the store level, security is ready to immediately deploy messages related to hostile situations that could put employees and shoppers at risk.

To learn more about Foot Locker’s implementation of Send Word Now, download the full case study here.