In this episode of From Screen to Store, sponsored by JamLoop, Tiffany Lee from Fleet Feet breaks down how a national brand scales local impact across 285+ stores while balancing eCommerce and in-store performance.

She shares how Fleet Feet leverages Connected TV as an awareness driver, measures real business impact across online and offline channels, and empowers local store owners with efficient, testable media strategies.

Takeaways

Fleet Feet blends national branding with local ownership to drive community-first retail experiences
Awareness remains a major growth opportunity even in markets with physical stores
CTV is primarily used as an awareness channel to fuel the top of the funnel
Measurement focuses on incrementality, store visits, and site traffic
Budget flexibility and transparency are critical when choosing media partners
Testing new strategies can unlock more efficient and profitable channels

Chapters
00:00 Introduction to the episode

00:13 Tiffany Lee joins from Fleet Feet

00:33 What Fleet Feet is and how the business operates nationally and locally

02:05 Challenges of maintaining brand consistency across local markets

03:35 The role of CTV in Fleet Feet’s marketing strategy

05:01 Measuring impact across online and in-store performance

06:32 Choosing the right CTV partner and budget considerations

08:22 Proving ROI and tying awareness to conversions

09:25 Why brands shouldn’t be afraid to test new strategies

10:48 Closing thoughts and sponsor shoutout