Footwear Insight

When shopping in brick-and-mortar stores, please rank in terms of importance when choosing where to shop for footwear. Trend Insight Consumer is a feature within Footwear Insight that delivers research conducted on the MESH01 Platform. MESH01 collects data from a select panel of sports enthusiasts. For information on the Mesh1 Platform, contact Brian Bednarek at 603-766-0957 or brian.bednarek@mesh01.com. For more information on Trend Insight Consumer and how your company can participate, contact Jeff Nott at 516-305-4711 or jnott@formula4media.com. 54 • Footwear Insight ~ September/October 2019 footwearinsight.com Shoppers are price driven — no news there. But even in a world that puts a premium on price, brick-and-mortar independents have some big advantages when it comes to wooing shoppers. While 59 percent of respondents in our survey admitted they'd tried on a shoe in store and le to purchase it online elsewhere, many respondents said they sought out brick-and-mortar stores for their expertise. (e reason for going online? Respondents overwhelmingly said it was because they found it at a lower price elsewhere, they said, although the shop not having the color or size they wanted was cited as well.) More than half (54 percent) said the staff knowledge at footwear shops is very good or excellent compared with other channels, and the majority said they appreciated being shown other options (different colors or styles) that could be a good match for them when they shop. So how to translate that hunger for knowledge into creating a loyal customer? Check out page 30 for our coverage of the 2019 Gold Medal Service Award winning shops to get the inside scoop from the stores that do it best. n e survey, conducted by MESH01, included 115 respondents, male and female. CARPE TRENDEM Customers Are All About Price — But Independents Have Some Cards to Play S E I Z E T H E T R E N D ! TRENDINSIGHT POWERED BY www.mesh01.com We surveyed 115 consumers. Here is what they told us. Where do you most frequently buy your footwear? If you shop in an independent shoe store, how would you rate the quality of the assortment? 15% 3% 3% 18% 12% 23% 9% 41% 12% 25% 21% 8% Independent Shoe Store Mass Merchant/ Discount Store Poor Footwear Specialty Chain Online (not affiliated with any store) Adequate Sports Specialty Store Good Excellent Sporting Goods Store Very Good Department Store If you shop in an independent shoe store, how would you rate the level of knowledge of the sales people vs. other types of stores? Poor Adequate Good Excellent Very Good 1% 12% 22% 32% 22% #1. SELECTION #2. PRICES #3. LOCATION #4. SERVICE #5. ATMOSPHERE #6. SPEED

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