Last year, The Athlete's Foot solidified their dedication to creating unrivalled customer experiences with the launch of their exclusive MyFit3D technology in over 130 stores across Australia and New Zealand and have since fitted over 1,000,000 feet across the two countries.

However, with a natural increase in online shopping, The Athlete's Foot has to deal with the practice of "showrooming", where customers visit physical stores to choose their ideal product and size before buying from alternative online retailers at a lower price. In addition to this challenge, many Australian consumers were forced to shop online throughout 2020 as a result of the global pandemic. Over the last few months, The Athlete's Foot have ramped up their digital services to bring their in-store fitting expertise online with the launch of MyFit Virtual, where customers can connect to a Fit Technician to help those at home, or on the run find their perfect fit. Recent research has shown that many customers are willing to spend more if a retailer provides additional services and "immersive shopping experiences" such as this.

The October 2020 launch of the MyFit Virtual service was supported by an advertising campaign on television, online, and in-store.The tagline of the advertising campaign was "Now THAT'S fit," and showcased several sequences highlighting when the fit is so perfect, you won't ever want to take the shoes off.

Beyond the current advertising campaign, what four additional IMC tools would you recommend that The Athlete's Foot use to promote the MyFit Virtual service, and why?