--- title: Balancing Tech, Sales and CX at Fleet Feet with Alex Tallman description: In this episode, Alex Tallman, Director of Retail Experience at Fleet Feet, shares company’s approach towards customer experience and tech innovation. image: https://www.hotwax.co/hubfs/podcast/balancing-tech-sales-and-cx-at-fleet-feet-with-alex-tallman/Alex%20Tallman_podcast_S2.png --- [![HotWax Commerce](https://www.hotwax.co/hs-fs/hubfs/hotwax-logo.png?width=200&height=63&name=hotwax-logo.png)](https://www.hotwax.co/) [![HotWax Commerce](https://www.hotwax.co/hs-fs/hubfs/Common%20assets/Logos/HotWax/HWCLogoDarkMode.png?width=200&height=63&name=HWCLogoDarkMode.png)](https://www.hotwax.co/) ☰ - Product - Overview - [Order Management System](https://www.hotwax.co/product/omnichannel-order-management-system/) - [Store Inventory Management](https://www.hotwax.co/solution/store-inventory-management) - [Omnichannel Suite](https://www.hotwax.co/product/omnichannel-order-management-system-for-shopify/) - [OMS Architecture](https://www.hotwax.co/product/technology/oms-architecture) - [MCP Server](https://www.hotwax.co/product/technology/mcp-server) - [AI Powered Order Routing](https://www.hotwax.co/product/technology/ai-powered-order-routing) - [FAQ](https://www.hotwax.co/frequently-asked-questions) - [Product Updates](https://www.hotwax.co/product-updates) - [Knowledge Base](https://www.hotwax.co/hotwax-commerce-documentation) - Integrations - [Shopify](https://www.hotwax.co/shopify-order-management-integration) - [NetSuite](https://www.hotwax.co/hotwax-netsuite-integration) - [All Integrations](https://www.hotwax.co/all-integrations/) - Use Cases - By Business Benefits - [Prevent Overselling](https://www.hotwax.co/use-cases/prevent-overselling) - [Unified Inventory](https://www.hotwax.co/solution/unified-inventory/) - [Order Routing](https://www.hotwax.co/solution/configurable-order-routing) - [Ship From Store](https://www.hotwax.co/solution/ship-from-store-software) - [Buy Online Pick-Up In Store](https://www.hotwax.co/solution/buy-online-pick-up-in-store-bopis-software/) - [Pre-Orders](https://www.hotwax.co/solution/pre-orders/) - [Inventory Transfers](https://www.hotwax.co/inventory-transfers) - [Cycle Counts](https://www.hotwax.co/cycle-count) - [Return In Store](https://www.hotwax.co/solution/buy-online-return-in-store-boris-software) - [Retail Sales Audit](https://www.hotwax.co/product/omnichannel-retail-sales-audit-oresa/) - By Business Model - [Footwear](https://www.hotwax.co/industries/footwear) - [Jewelry](https://www.hotwax.co/industries/jewelry) - [Fashion & Apparel](https://www.hotwax.co/industries/apparel-and-fashion) - [Beauty](https://www.hotwax.co/industries/beauty-and-personal-care) - [Travel](https://www.hotwax.co/industries/travel-and-bags) - Resources - [Blog](https://www.hotwax.co/blog) - [Podcast](https://www.hotwax.co/podcast) - [Whitepaper](https://www.hotwax.co/whitepaper) - [Luxury Order Management](https://www.hotwax.co/order-management-system-for-luxury-brands) - [Comparing Order Management Capabilities B/W Shopify and HotWax](https://www.hotwax.co/comparing-order-management-capabilities-between-shopify-and-hotwax) - [How To Do By Online Pick-Up In Store Right](https://www.hotwax.co/how-to-do-buy-online-pick-up-in-store-right) - [Solution Briefs](https://www.hotwax.co/solution-briefs) - [Demo Videos](https://www.hotwax.co/demo-videos/) - [Sample BI Reports](https://www.hotwax.co/business-intelligence-bi-reports) - Company - [Our Story](https://www.hotwax.co/about-us/our-story/) - [Team](https://www.hotwax.co/about-us/) - [Partners](https://www.hotwax.co/become-a-partner) - [Customers](https://www.hotwax.co/customers) - [Pressroom](https://www.hotwax.co/hotwax-commerce-pressroom) - [Social Impact](https://www.hotwax.co/social-impact-hotwax-commerce) - [Events](https://www.hotwax.co/events-and-conferences) - [Security](https://www.hotwax.co/privacy-and-security) [Book a demo](https://cta-na2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLISXXGkcOtRysPKfjcriLyodY4rudkc50veKlKDe8q2B1%2FRWGeLxDhbY%2BkohRU8XspED5h92umpu7OkRZM1bllkBJKAFAlbNGEnCRAQX7O752HQT17G9v%2FBCweH%2FXvHlZ5%2FUC0MRPtKYCn5XoGb8TpxbLxvKbLalLOZcHeqoaHicFtr15mZOUkn2Y06IxHVsa5b0g%3D%3D&portalId=6357099) # Balancing Tech, Sales and CX at Fleet Feet with Alex Tallman ![Episode date](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-List/Calander_icon.svg) January 20, 2025   ### Summary In this episode, Alex Tallman, Director of Retail Experience at Fleet Feet, offers insights into the company’s approach to customer experience and technological innovation. Alex reflects on his career and the importance of understanding the needs of both in-store associates and franchisees to drive success. Additionally, he discusses how Fleet Feet integrates advanced technology, such as FitID 3D foot scanning, and utilizes stores as eCommerce fulfillment hubs to seamlessly connect in-store and online shopping experiences. ## Conversation Rundown **\[ 6:02 - 6:50 \] Why should retailers stay connected with their frontline teams?** Staying connected to the frontline is vital, especially at a time when retail is constantly changing. As careers shift from the store level to the corporate office, maintaining ties to the sales floor provides valuable insights into evolving customer behaviors, staff dynamics, and operational processes. Alex believes this connection is key to fostering trust and ensuring leadership decisions are grounded in everyday realities. He encourages others, even those who didn’t start at the grassroots level, to engage with frontline teams and learn from their experiences. This approach not only strengthens relationships but also leads to better decisions and a more unified organization. **\[ 9:44 - 11:04 \] Why should you think about your customers first when using any technology?** In modern retail, the human connection remains paramount, even in highly innovative environments. A great example of this is the concept of the "customer interview," where the focus is on understanding the customer's needs, preferences, and pain points before leveraging technology. By using the AGPS framework, i.e. Activities, Goals, Pain points, and Solutions, associates can guide customers with personalized support that builds trust and rapport. This approach empowers staff to remain at the center of the customer journey, blending personal insights with advanced tools to deliver thoughtful, tailored solutions. Ultimately, this process highlights that technology is most effective when used as a complement to human intuition and connection, rather than a replacement. **\[ 23:13 - 24:39 \] Why should technology be used only to support humans and not replace it?** In retail, technology can play a key role in enhancing customer experience and improving operational efficiency, as seen with tools like FitID’s 3D foot scanning and dynamic pressure mapping. These technologies analyze customer data, such as foot shape and past purchases, to recommend shoes that are likely to fit well. While the technology provides valuable insights, its role in the in-store experience is subtle it acts as a supporting tool for retail associates, not a replacement. The real value lies in how it complements human interaction, enabling associates to deliver more personalized service. When integrated effectively, these technologies can streamline the shopping process, making it easier for both customers and staff. However, if overused or poorly implemented, technology risks becoming a distraction or adding complexity without enhancing the experience. Ultimately, the best use of technology is one that supports and amplifies the human connection at the heart of the customer experience. ## Meet the Experts With over a decade of experience in the retail industry, Alex Tallman is currently serving as the Director of Retail Experience at Fleet Feet. Throughout his time at Coca Cola and Fleet feet, he has held key leadership roles that have contributed to the brands' success. His passion for integrating the latest tech with the human element of retail allows him to lead initiatives that continue to evolve the customer journey and shape the future of Fleet Feet. ## Retail Tips & Tweetables Even if that customer doesn't end up buying from you or ever buying from you, if you create a great experience, they'll tell people about it, and you'll see somebody else come in. It’s about removing the barriers and allowing associates to be the magic sauce for the company. If you just blindly follow technology, you're going to end up in a lake. When it comes to store staff, look for people who like to help people. The most important part of an entire experience in the store is not the technology, it’s the customer. ## Listen Now: [![Apple Podcasts](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-List/Podcasts%20(1).svg) Apple Podcasts](https://podcasts.apple.com/in/podcast/balancing-tech-sales-and-cx-at-fleet-feet-with-alex-tallman/id1546669275?i=1000684652377) [![Spotify](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-List/Spotify_logo.svg) Spotify](https://open.spotify.com/episode/3Aw68zPpnYTC9UGfBXaCoI?si=R6DB_B3ATgeAn7njOGia4w) [![YouTube](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-List/YouTube%20(1).svg) Youtube](https://youtu.be/RuglQWxb1Ic?feature=shared) ## Share This - *share* - [*share*](https://twitter.com/intent/tweet?url=https://www.hotwax.co/podcast/balancing-tech-sales-and-cx-at-fleet-feet-with-alex-tallman) - *share* - [![Share on 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Commerce](https://www.hotwax.co/hubfs/Hotwax-2021/HotWax_February2020/Images%20Icons,%20Apparel%20background,%20Hexagon/logo-hotwax-dark.svg)](https://www.hotwax.co/) ### Connect ### Headquarters 175 S Main St Suite 1310, Salt Lake City, UT 84111 - Product - [Omnichannel Order Management](https://www.hotwax.co/product/omnichannel-order-management-system/) - [FAQ](https://www.hotwax.co/frequently-asked-questions) - [Product Updates](https://www.hotwax.co/product-update) - [Documentation](https://www.hotwax.co/hotwax-commerce-documentation) - Use cases - [Buy Online Pick-Up In Store](https://www.hotwax.co/solution/buy-online-pick-up-in-store-bopis-software/) - [Configurable Order Routing](https://www.hotwax.co/solution/configurable-order-routing) - [Ship From Store](https://www.hotwax.co/solution/ship-from-store-software) - [Unified Inventory](https://www.hotwax.co/solution/unified-inventory/) - [Pre-Orders](https://www.hotwax.co/solution/pre-orders/) - [Buy Online Return In Store](https://www.hotwax.co/solution/buy-online-return-in-store-boris-software) - [Store Inventory Management](https://www.hotwax.co/solution/store-inventory-management) - Solutions - [Omnichannel OMS for Shopify](https://www.hotwax.co/product/omnichannel-order-management-system-for-shopify/) - [Omnichannel Retail Sales Audit](https://www.hotwax.co/product/omnichannel-retail-sales-audit-oresa/) © 2026 HotWax Commerce ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anil Patel", "url" : "https://www.hotwax.co/podcast/author/anil-patel" }, "dateModified" : "2026-10-10T15:48:09.987Z", "datePublished" : "2025-01-20T09:51:44.000Z", "headline" : "Balancing Tech, Sales and CX at Fleet Feet with Alex Tallman", "image" : [ "https://www.hotwax.co/hubfs/podcast/balancing-tech-sales-and-cx-at-fleet-feet-with-alex-tallman/Alex%20Tallman_podcast_S2.png" ], "mainEntityOfPage" : { "@id" : 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