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Crocs sets the benchmark for excellence in the footwear industry

The company was lauded with the Footwear Retailer of the Year - Singapore and Visual Merchandising of the Year - Singapore awards at the Retail Asia Awards 2023.

Crocs Singapore Pte Ltd has established itself as a frontrunner in the footwear industry, setting the benchmark for excellence. The company's commitment to quality products, outstanding customer service, employee support, and ESG initiatives has created an exceptional shopping experience, earning them the Footwear Retailer of the Year – Singapore award and Visual Merchandising of the Year – Singapore award at the Retail Asia Awards 2023.

Since its establishment in 2002, Crocs has revolutionised the industry with its unique and distinctive clogs. The success of Crocs can be attributed to its remarkable comfort and the ability to personalise with Jibbitz™ charms, which allow customers to express their individuality.

The company's commitment to innovation is evident in its use of Croslite™, a proprietary closed-cell resin material that makes every pair of shoes lightweight and comfortable. This unique material sets Crocs apart from plastic or rubber alternatives. Furthermore, Crocs' product innovation team continuously updates its offerings and seeks collaborations with brand partners to stay at the forefront of emerging fashion and cultural trends.

With 17 stores strategically located across Singapore, Crocs ensures that its customers have easy access to its wide range of comfortable footwear. The friendly retail staff embody the company's core values and provide excellent service, making every visit to a Crocs store a pleasant experience. Other than offering fittings, the retail team also provides styling advice through both stylings of the shoes as well as personalisation of the Classic Clogs through Jibbitz™ charms. By prioritising customer satisfaction, every customer is treated with professionalism, care, and empathy.

Beyond its commitment to customers, Crocs also prioritises its employees' well-being, recognising their invaluable contribution to the company's success. Through a consistent training and development program, employees are able to grow and expand their skills. The company's dedication to its employees has not gone unrecognsed, earning Crocs Singapore the Diversity, Equity, and Inclusion (DEI) award and the Most Caring Workplace Environment Award by HRAsia in 2022.

All these factors have led to a revenue growth of 47% in 2022 compared to the previous year for Crocs APAC region, despite the challenges brought by the pandemic. In addition, Jibbitz sales over-index in many APAC countries and are a key driver of sales of the Classic Clogs. 

Crocs has also won the Visual Merchandising of the Year- Singapore for its new store design transformation, which provides an elevated shopping experience. The Crocs Global Concept Store is designed to deepen brand storytelling of its brand ethos of Come As You Are, which is the celebration of self-expression and the diverse cultures of both employees and customers. 

Personalisation is made centre stage with the introduction of the Jibbitz Experience Bar at the front of the store, drawing customers in to create their unique pair of shoes based on their interests and passions. In addition, digital screens are installed to integrate seamlessly as part of the store design to foster brand engagement as well as allow for easy updating of marketing materials.

The Crocs Global Concept Store is best exemplified by the Crocs Vivo City store, which features a large digital screen that extends from the display wall to the floor to showcase videos of customers which embody the Come As You Are spirit. The Jibbitz Experience Bar is wrapped around the digital screen – Featuring an open concept display, this invites consumers to interact with the products and personalise their Crocs with Jibbitz charms representing their passion points. The store floorplan is then categorised by product collection, displaying our products in a wide variety of colours on our walls to cater to every unique individual. The Crocs Vivo City store embodies Crocs’ commitment to people-purposed design, thereby creating an engaging and immersive environment that is simple and intuitive to navigate.

In addition, Crocs’ commitment to sustainability is evident in its efforts to minimise waste by leveraging technology and digital screens. By using magnetic materials for in-store usage, Crocs can rotate marketing materials regularly without generating excessive waste or requiring additional manpower. These sustainable practices align with the company’s overall goal to become a Net Zero company by 2040. 

In a testament to the success of the Crocs Global Store design, the Vivo City store has doubled its footfall traffic count, with customers spending more time in stores personalising their purchases, and achieved over 25% of sales contribution through Jibbitz™ charms, one of the highest within Asia, thereby taken as the best practice for all Crocs stores worldwide. 

Crocs is committed to product innovation and providing an engaging store experience and personable service to deliver for global consumers whilst remaining authentic to its brand ethos of Come As You Are. Ultimately, the brand’s dedication to authentic consumer engagement and local representation will remain key to driving sustainable growth across the APAC region.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the retail industry, please contact Jane Patiag at [email protected].

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