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Foxtrot, elevated convenience

Foxtrot, elevated convenience 15-11-2022
Founded in 2013 and based in Chicago, Foxtrot is the evolution of the typical convenience store and seamlessly blends digital and in-store shopping experiences. It offers convenience: what you need, when you need it, where you need it; and it offers experience: attractive and modern premises, trendy assortment and emerging brands.

You can shop online through the website or its app, with in-store pickup in 5 minutes, home delivery in 30 minutes or even national shipping. Of course, you can also shop and consume in their stores, a mix of coffee shops and convenience stores. These transform throughout the day around the consumer's daily routines, from a coffee shop in the morning, to a place to eat at lunchtime, to a wine bar in the evening.

The store formats, which range from 750 to 1,100 square meters, house a select assortment of new, emerging and trending products within food, gifts, health and home essentials, all geared toward the millennial and Generation Z consumer.

With a total of 13 stores in the U.S., the brand plans to add 50 locations over the next two years thanks to its $42 million Series B growth funding round, which closed in early 2021.

Approximately half of Foxtrot's transactions take place online and half in-store, with the same consumers shopping in both channels, depending on the occasion. Foxtrot successfully combines digital channel efficiency and in-store engagement.

Our opinion:

Foxtrot has a fully omnichannel experience that makes it easy for its customers to shop when and how they want: home delivery, in-store pickup or in-store consumption. Its stores are in easily accessible locations and close to where its target consumers live, making it an easy choice for any need or occasion. The product offering is "perfect" for this purpose and this target, with a carefully selected assortment. The digital platform enables connection beyond the transaction, with personalized communications and promotions.

Find out more about the Foxtrot concept and its "elevated convenience" in the "Retail Innovations 2022" report, prepared by KISS Retail y Ebeltoft Group.