Home Congrats

our PURPOSE

We dare to lead the world forward through exploration

2 keywords from our purpose are...

click & discover more about
‍The North Face purpose

KEEPING UP WITH OUR CUSTOMERS

We need to keep up with our costumers’ changing needs and make their visit to our stores worthwhile. Once in the store, their adventure should really begin.

We must:

• Create a hub of exploration.
• Deliver an experience that only
The North Face can provide!
• Make every Interaction count.

Our customers are changing the way they shop.
‍They are:

• Researching our technology and products online, going into the stores with a lot of information.
• Hyperconnected, using all aspects of social media.
• Checking our eco credentials.
• More prepared to buy than just browse than they were prior to the pandemic.
• Demanding an authentic The North Face experience.

OUR GUARANTEE

In-store experience

We have clarified the The North Face EXPERIENCE we must provide every customer.
It is so important that we call it…
OUR GUARANTEE

EVERY CUSTOMER WILL FEEL:

• Excited by our enthusiasm and passion for all things The North Face.
‍
• Like they belong. They are keen to be actively involved and to include others in our Community.

And will leave,
‍
• Equipped with the right kit for any wild place.

OUR customers

CUSTOMER BEHAVIOUR

We acknowledge that all our customers have different needs and lifestyles.
What’s most important to us is HOW they choose to SHOP.

We have identified 4 main types of behaviours we see in our stores.

Exploring on my own

Be there when I am ready

Fill my backpack!

Help me – fast!

Let’s Explore

Offer me suggestions and alternatives

Take me to the summit

Show me everything, tell me everything

FOCUS ON BEHAVIOUR

Every customer is different – they may even show different behaviour at different times. Our role is to identify their current behaviour and adapt our approach to deliver our guarantee.

THE NORTH FACE
Adventure

CUSTOMER JOURNEY

Every customer’s journey is unique.

Adventurers do not all follow the same route even when their destination is the same.

Our customers are like adventurers when it comes to their journey in our stores. Some may have already done their research. Others may simply want a demo or a try-on experience, whilst others want to be guided through what The North Face has to offer.

We are adaptable and act according to our customers’ needs rather than force them to have the service we want to provide.

adventure
elements

Although each customer journey is different, we need to be skilled in whatever route they choose.

We have kept things simple for each adventure element.

Each element follows a similar pattern and we have used icons to help clarify whether the information is a best practice or a handy tool for you to use to create a The North Face experience for your customers.

Standard

Best Practice

Tool

We have identified 9 key adventure elements that form our The North Face Adventure building blocks.

CLICK ON EACH BOX TO DISCOVER THEM

Greet

Connect

Discover

Experience

Storytelling

Kit out

Scale

Agree

Community

Explorers are always open to new experiences;
we hope you are too!

Now, if you have complete your adventure blocks

CONGRATULATIONS

EXPLORATION is a mindset on and off the Mountain.

Now the real work begins: DARING to EXPLORE with every customer. Your manager will help you put this into practice in your store. Celebrate your achievements and be open to feedback.

ENJOY YOUR ADVENTURE.