Issue link: https://viewer.e-digitaledition.com/i/1480545
In speaking about customer service, Jim reminded us all: Service trumps everything, including product, price, convenience, theme, etc. Always has, always will. at is what differentiates sit-and-fit retailers from any other. He sees the following as four-letter words to avoid when customers rate the experience at your store—Fine. Good. Okay. ose words signify the customer may or may not come back. Don't be "Meh." Don't settle for mediocrity. Create that different service experience, personalized service—which develops emotional attachments, and engenders the loyalty factor. As he said, "customers don't need you. ey choose you. ey want you. If you rock their world, they will come back. ey will spend more, and they will talk about you." People crave that personalized experience and unique people create unique experiences. Yes, we've heard it before, hire the smile. So, when you are looking to bring on new team members, focus on their solid competence, (which does not necessarily mean experience), strong character and culture fit. is is where an engaged workforce comes into play. His point? What happens when you (the store owner) are not there? You need an engaged team to have a great customer experience. As Matt Lopez of Beck's stated, "None of us have to be here. We choose to be here." While at the Beck's Leadership Summit, what resonated with me as I looked around the room and listened, were the brands in attendance who shared the same goals to seek out ways to make all of the independent retailers' businesses better. Independent retailers need the support of the brands and brands need the support of independent retailers. As Adam Beck closed the summit, he reiterated to focus on your "circle of influence" instead of your "circle of concern." Don't waste your time and energy on things you simply cannot control. Surround yourself with successful people and grow your base, which includes brands, retailers and others focused on this channel. All in an effort to share, learn and grow together successfully and as a family. With that in mind, inside this issue, Footwear Insight turns the spotlight once again on brands committed to the independent footwear retailers. We share their stories in our Power in Partnership feature (page 40). And each year Footwear Insight's Gold Medal Service Awards continues to recognize outstanding customer service at sit- and-fit retailers through the years. Each of our winning retailers over the years has unique stories and strategies, but they all share at least a few things in common – the importance of customer service, and people dedicated to making that great experience. We look forward to presenting the 8th Annual 2022 Gold Medal Service Award Winners in our upcoming Nov/Dec issue. www.footwearinsight.com/goldmedal. Jeff Nott Publisher footwearinsight.com September/October 2022 ~ Footwear Insight • 5 A side note. I visited one of Beck's local stores in San Jose. I have included a photo of the store diplaying messages that should resonate with any customer. "Did We Exceed Your Expectations Today?" "Did You Get Your Feet Measured Today?" among others. As I toured the store with Mandy, I found a double Brannock Device (positioned next to the foot scanner) and inquired about it. "It's great… a more efficient way to measure both feet." Simple. Effective. Exceeding expectations. Jim Knight and Matt Lopez Table Photo, Clockwise Left to Right Jim Knight (Keynote Speaker) Jeff Nott (Publisher, Footwear Insight) Pascal Anastasi (Corporate Attorney) Kim McKeown (Tradehome Shoes: Head of Merchandise) Justin Kehrwald (Tradehome Shoes: President and CEO) Adam Beck (Beck's Shoes: CEO) Matt Lopez (Beck's Shoes: Director of Branding) Michell Lopez (Beck's Shoes: Director of Development)