Footwear Insight

30 • Footwear Insight ~ September/October 2021 footwearinsight.com — followed by consistent communication between AEs & retail part- ners. When coupled with profitable solutions and great products that consumers are seeking, a true collaborative approach will grow and ultimately thrive. The relationship between a brand and retailer truly flourishes when both parties are aligned and focused on delivering value and a great experience to the consumer. Our goal has been, and remains, to have meaningful relationships and partnerships with all of our trade partners — those relationships become even more important during challenging times." n OS1st "Independents are our channel," says Josh Higgins, president and owner, OS1st. "From our marketing, partner programs, independent reps, websites all the way down to our consumer postcards, the goal is to drive customers of OS1st into independent retailers." When the pandemic hit, Higgins says his "Yes" button got "real busy." He explains, "Drop Ship? Yes. Extended Terms? Yes! Marketing support? Yes! E-Commerce Support? Yes! All those Yes' to our partners, have come back to create some very good Karma and some life- time friends for us." Communication, trust and saying "yes" more than "no," have all been key elements to successful retail relationships for the brand. Says Higgins, "Like most of our retail partners, we are also a small family business. This creates a deeper understanding of how we can help in each other's success." n Propét "Independent retail has always been a key channel for us," says Jennifer Sokso, director of marketing and customer service, Propét USA. "We have always worked to develop product and programs to help support the independent retailer." Sokso notes that during the pandemic, the brand has seen more interest from independent retailers looking to "take advantage of special programs and consider the Propét brand as a core part of their products." In the past year, programs offered to retailers by Propét have included: offering a Free shipping day with 6 pair; and waiving drop- ship fees to try to assist retailers with the downturn of foot traffic. "We continue to look at ways to assist retailers that are meaningful to their business," says Sokso. Communication is the key to fruitful retail partnerships, notes Sokso. "That is why we continue to use experienced regional sales managers to ensure that our retailers can reach out day or night to their RSM to get updates on the supply chain, inventory and special programs. Our RSMs have many tools at their disposal to provide inventory status and can help guide our customers to fully stocked items." n Cadence "The independent retail channel is our No. 1 channel and [these stores] are the eyes, ears and figurative face for Cadence, so they are very important to us," says John Hinds, PT, founder and owner, Cadence. "They educate their customers, introduce new products, provide options, and tailor product selection to fit customer needs. But beyond being an advocate for Cadence, we also understand that independent brick-and-mortar retailers are the backbone of our econ- omy as a country so we will do anything we can to support them." Examples of Cadence's commitment to independents include offer- ings such as: exclusive in-store only product; fee-free drop shipping; no minimum order quantities; fast order fulfillment; responsive and engaged customer service; customized terms and payment plans; free shipping for any backordered product, and more. "I believe the challenges of the past year have strengthened the relationships with our retail partners," says Hinds. "Most everybody has similar challenges and working together helps mitigate challenges for both sides. Challenges reinforce the importance of communica- tion and action and with that comes trust and a partnership built on more than just a transaction. Frankly, as much as I love our product and believe in the value Cadence provides, our person-to-person relationship is often more fun than selling them insoles!" Respect, honesty, kindness, and ethics, are all important to Hinds in his retail-brand relationships. "That said," he adds, "a brand has to provide a quality product, back it up with a satisfaction guarantee, and make every effort to provide a friction-free transaction. A suc- cessful partnership must also include communication, action, and trust. Say what you mean, mean what you say, and do what you say you'll do. And be flexible. Do what you can to help the other out, be human, and understand most people have similar needs and goals." n POWER IN PARTNERSHIP Propét Visp Repping OS1st at retail. Cadence EX+MP

• Cover