*Results measured via A/B test on desktop in November 2025, 50/50 traffic split, on 40 product pages

Brands are tapping into the experts closest to their products: store teams, founders, in-house experts, and corporate employees. This emerging type of content is called Employee-Generated Content (EGC) and retailers like Foot Locker are proving that EGC is the next major development in retail strategy.

After launching Hue’s shoppable video module on desktop, featuring Foot Locker’s iconic store associates, known as Stripers, Foot Locker saw a meaningful lift in conversion rate and a strong engagement rate. These results reinforce the power of Employee-Generated Content to build unmatched product confidence, particularly for functional products like footwear and for complex, multi-product shopping journeys.

The Challenge: How to Extend the Store Associate Expertise to the Online Shopper?

Foot Locker, a global athletic footwear and apparel retailer, is known for having one of the most consistent and reliable in-store experiences in retail. Shoppers expect a high level of service, even online. Foot Locker’s Stripers facilitate a consistent visual and customer experience, offering product expertise, trusted styling tips, and trend translations. These are the exact voices today’s shoppers are looking for across in-store and online experiences.

Foot Lockers challenge: how do we capture the Stripers’ in-store expertise and translate it into richer, more informative PDPs?

Foot Locker partners with Hue to:

- Test authentic UGC on PDPs with a primary focus on men’s footwear and a secondary focus on women’s and kids’ footwear

- Drive core KPIs such as conversion lift, sales impact, and customer engagement

- Increase PDP conversion through A/B test

At the same time, the team needed low lift, fast launch, and zero tech development overhead.

The Solution: Hue’s Shoppable Video Experience on Desktop

Foot Locker launched Hue’s Shoppable Video experience across top-traffic PDPs through a fully automated workflow. Hue enabled Foot Locker to upload their EGC into the Hue portal seamlessly. The uploaded content, then automatically populated onto its respective PDPs at scale, truly bringing the associate’s voice online.

Hue’s Automated Content Workflow

- Ingests EGC + existing social content from social media

- Optimizes video order based on proprietary performance data to drive KPIs like conversion and engagement metrics

- Enables captions, auto-play, accessibility considerations, and a frictionless UX

- Embeds shoppable video technology with no custom dev work required

"Our Stripers are at the center of the Foot Locker In-Store Experience. They educate customers, build trust, and help people feel confident in what they’re buying. Bringing that same expertise online through Hue’s shoppable video let us extend an in store strength into digital in a really natural way. We saw immediate impact, stronger conversion and customers moving through the purchase journey with more confidence. Hue makes it easy to scale authentic, expert led content without losing what makes the experience feel real to our brand"

— Andrew Rauch, Global Vice President of Digital, Foot Locker

The Results on Desktop*

Click here to view Hue’s Shoppable Video Experience live on footlocker.com on the Jordan AJ1 Low SE PDP.

+6% Lift in Conversion*

21.2% Engagement Rate*

+5% Lift in Demand Per Visitor

Shoppers who viewed the product page with the Hue Shoppable Video module converted at a higher rate and they also moved more confidently through every stage of the purchase funnel. This could suggest the Hue videos are helping build confidence in the customer’s buying decision. 

The test performed so well that Foot Locker ended A/B testing on desktop and moved Hue to 100% traffic before Black Friday/Cyber Monday period. 

Shoppable Video on mobile will launch in January after the holiday code freeze.

*Results measured via A/B test on desktop in November 2025, 50/50 traffic split, on the top 12 product pages based on traffic.

Click here to view Hue’s Shoppable Video Experience live on footlocker.com on the ASICS® Gel-1130 PDP.

Top-Performing Content

Hue’s Creator Analytics Dashboard identified the top-performing creators, giving Foot Locker the insights to adjust video order, learn which Stripers resonated by product SKU, and understand what essential information within the video answers the customers' needs. 

The video with the highest conversion lift, at 311%, addressed the following:

- Fit: The shoe runs wide, with a recommendation to size down by half a size, directly addressing a common purchase hesitation.

- Features: Highlights the gummy rubber outer sole and its added traction.

- Product heritage: References the shoe’s original 1980s release and its evolution with 1990s skate-inspired elements.

- Design details: Calls out the 3D, stitched stripes, reinforcing quality and craftsmanship over printed design.

- Styling guidance: Suggests pairings with cargos, joggers, or a matching tracksuit, encouraging cross-category discovery.

- Demonstration: Actively lifts and rotates the shoe while speaking to visually reinforce key talking points.

This Striper’s video resulted in the highest lift in conversion among tested videos at 311%, illustrating how EGC that mirrors in-store expertise can meaningfully impact online performance.

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