Footwear Insight

accolades from Rep. Carolyn B. Maloney for its years serving the community. Eneslow was founded in 1909 to help Type A New Yorkers navigate the city's concrete jungle "pain free" with comfortable, properly fit footwear. The onset of the COVID-19 pandemic in the first quarter of 2020 forced the retailer to adopt a new game plan to serve its customers, largely "problem solving" for those who do venture in and survive the turbulent times. "This year, the focus has been on the phone, and our website has taken center stage to guide each customer through their shopping journey," comments Schwartz, adding, "expecting customers to return to New York City or even go out shopping is unrealistic, and it will stay that way well into 2021." In the meantime, as the Eneslow specialty staff pivots to meet the special footwear 2020 needs of its customers, Schwartz says all involved in the business have been inspired by a steady stream of "thank you notes" that have flowed in, ahead of what all hope will be the start of an economic recovery next year. Nonetheless, tough business decisions are already being made at Eneslow. "When we leave 2020, we will have reduced our business by 70 percent or more. And our strategy is to make sure we reduce our overheads accordingly," says Schwartz, who also serves as an adjunct instructor in the Department of Orthopedic Sciences at the New York College of Podiatric Medicine. "We will do all in our power to bring our customers with us as we dramatically reduce our footprint." —BM The Foot Performance Center Hands-on service is vital for The Foot Performance Center, but maintaining it during the COVID-19 pandemic has provided many tests for the Rochester, NY, specialty retailer that has sold prescription and non-prescription footwear since 1992. "The biggest challenge has been adapting to the guidelines set forth by the CDC and New York State and maintaining our level of service," explains Brian Ferguson, the store's retail manager. "Our business is considered a DME/Pedorthic facility and has guidelines to follow that require us to check-in all staff, patients and customers." Despite all of the additional health and safety efforts implemented in 2020 — ranging from alternating appointment times for its pedorthist and orthotist and re-organizing the store floor to mask wearing for all and social distancing during customer interactions — The FPC has had to continually adjust to meet the various service needs of its customers. "Stores like ours have to find a way to still provide customer assistance that often brings us closer than six feet," offers Ferguson, who also works as a national ski patroller in Upstate New York. "When we first re-opened for retail, we were not assisting customers with fitting. But, for most of our customers that was not working. They had limitations that required hands-on service." So service adaptations ensued, all in the name of meeting individual needs and comfort levels. Although the use of the Brannock foot measuring device and some foot evaluations can't be done from six feet away, FPC personnel stand back that distance when asking questions and looking at a customer's product choices. During the first months of the pandemic, the specialty store, whose portfolio of nearly two dozen brands includes Brooks, Lowa, Propét, Taos and Waldlaufer, offered curbside pickup and free shipping. The business will look to grow its online presence in 2021, as well. "We have always expressed to our customers that shoes cannot be properly fit over the internet," says Ferguson. "We will be looking at ways to face that challenge." The online sales effort will include providing more product information online and focusing more on the wholesale and medical shoe fitting segments of its broader business. The retail manager, who vows "staying positive" is crucial while navigating persistent challenges with inventory levels, product delays and ongoing service and safety challenges, remembers a particular service experience with an older customer shortly after The FPC first re-opened for business earlier this year. "He had severe physical limitations that required closer, more personal service, but at this point in the pandemic we were implementing a hands-off distancing approach to service," says Ferguson. "After gaining permission from the customer to approach and evaluate his condition, we recommended a few shoes that would work, assisted with the fitting of a couple of choices and backed away so the customer could walk around to ensure a good fit." The FPC staff also suggested the elderly customer consider OTC inserts and therapeutic socks to go with his new footwear. Once the transaction was completed, the customer expressed gratitude to personnel for the store's commitment to service, level of service and the steps it was taking to ensure all customers' safety. "After weeks of curbside pickups and shipping products, it was nice to have customer interaction," recalls Ferguson. —BM Walking Comfort Being flexible and focusing on service has helped to keep Bryce Anderson and his three Utah-based Walking Comfort stores focused over the past several months. "Obviously the biggest issue 24 • Footwear Insight ~ December 2020 footwearinsight.com "When we first re-opened for retail, we were not assisting customers with fitting. But, for most of our customers that was not working. They had limitations that required hands-on service." Brian Ferguson The Foot Performance Center The Foot Performance Center "The good retailers will be flexible and nimble and willing to change, or they won't be around much longer." Bryce Anderson Walking Comfort RETAIL

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