Relevance in Retail: Insights From WIRLS on Transforming the Transaction Moment™

At this year’s Women in Retail Leadership Summit (WIRLS), Lora Loesch of Foot Locker and Alex Lannigan of Rokt took the stage to explore how brands can create meaningful moments at the point of purchase. Their session, Relevance in Retail: The Joy of Checking Out, centered on a powerful idea: relevance is the foundation for building customer loyalty in today’s digital economy.

This perspective is echoed in Rokt’s latest research with the Harris Poll, where 73% of consumers say there is joy in checking out online, and more than half say the happiest moment is when their purchase is confirmed. As Lora Loesch put it during the session, “We don’t think of checkout as just a place to enter your credit card. We treat it as an extension of our brand.”

Three core takeaways from the session show how smart businesses are turning checkout into a competitive advantage:

• Relevance builds loyalty: Consumers are more likely to return when the experience feels personal and tailored to them.
• Checkout is a brand moment: Every element, from loyalty invites to product recommendations, can reinforce identity and value.
• Culture fuels innovation: The best ideas often come from the front lines, not the C-suite, and are rooted in a deep understanding of customer needs.

‍

Turning the checkout into a brand moment

Foot Locker is redefining the checkout experience by making it valuable and personal. From surfacing timely promotions to recommending add-ons that reflect a shopper’s lifestyle, the brand uses data to connect with customers in the moment. “We want to know what they like, what they’ve purchased, if they have kids - so we can offer something meaningful,” said Loesch.

After relaunching their FLX loyalty program with this customer-first approach, Foot Locker saw a 300% increase in new members within one quarter. That kind of growth aligns with what consumers are asking for. According to the Harris Poll research, 41% say a smooth, joyful checkout experience makes them want to shop again with that brand.

‍

Relevance powers the loyalty flywheel

Before customers even consider returning, they’re evaluating whether the experience felt personal. As Loesch explained, “our consumers expect us to know their name, their shoe size, the brands they love. They expect relevance from the start.” That expectation is rising across the industry. In the Harris Poll research, 79% of shoppers said they feel excited when a promotion is relevant to their interests, and 63% said they will spend more money with businesses that understand their preferences.

Alex Lannigan of Rokt added that innovation starts with listening to the end customer. “We see innovation as a response to real customer needs. That’s why relevance wins.”

‍

Internal culture drives external impact

For Foot Locker, investing in innovation also means empowering their store teams. “Our strikers are our first line of insight,” said Loesch. “They’re on the ground with customers every day, and we build solutions around their feedback.” This employee-led innovation has contributed to stronger customer bonds and increased loyalty. Today, nearly half of all Foot Locker sales come from FLX members, reinforcing the connection between internal culture and external results.

‍

Joy is a strategy

The Harris Poll highlights a striking stat: 62% of consumers would rather abandon their cart than deal with irrelevant offers. That makes the moment after purchase a pivotal one. “Checkout is the last impression,” said Lannigan. “But it should also be the start of a deeper relationship.”

To deliver that level of connection, ecommerce businesses need to shift from transaction-focused to experience-led strategies. Relevance is what brings customers back.

Learn more from our recent conversation with Libby Rodney, Chief Strategy Officer at the Harris Poll, for an inside look at what today’s shoppers find most delightful in the buying experience.

‍