Issue link: https://viewer.e-digitaledition.com/i/1486062
30 • Footwear Insight ~ November/December 2022 footwearinsight.com percentage of time and energy now, says Adam, but Beck's will soon be launching a new platform online and plans to get more aggressive when it comes to digital marketing and social media. "We're going to put a lot of energy and effort into that in 2023," he says. "We're expecting double the volume on our website. at's the goal." Building Blocks of Success e Beck's Shoes success story is built not just on the numbers, though, but also on things such as a commitment to customer service, investing in culture building, and creating meaningful relationships with others in the industry. e Beck's team has held a Leadership Summit each of the past five years, hosting retailers and vendors. Beck's plans to host 20 vendors and 175 participants for the next one in November 2023. e goal is to bring likeminded individuals together to share ideas, particularly on new recruitment strategies and retention. Says Julia, "We enjoy bringing people into our business and getting feedback. We are our own competition. Building a network of retailers that can be transparent with each other and strengthen the independent channel is only going to benefit all of us." A key lesson both Adam and Julia tell us has fueled their success is to "control the controllable." "Pour yourself into your business and the things you have control over," explains Adam. "Invest in people and developing talent. What you are doing each day to motivate your staff – that is controllable. What your vendors do and how they price products – you can't control that." When it comes to customer service, there are three things that Beck's staffers focus on — the experience, touching on all 5 senses; the value proposition – foot measurements, 3D foot scans, custom fitting; and Beck's "Basic 8" sales process with qualifying questions. Allowing the consumer to feel like they're dealing with a human being, not a salesperson, is key. "We truly love what we do," says Adam. "Our staff and our team deserve recognition. ey're the ones on the front lines every day. e reality is retail is a grind. But if you can create consistency on a retail selling floor, that's nothing short of a miracle in my opinion." n Adam Beck and Julia Beck-Gomez (top photo) credit their company culture and their staff's commitment to customer service as two keys to the success of Beck's Shoes. Store team leader Toni Contreras is pictured (middle and bottom photos) assisting customers in foot scanning and measuring. GOLD MEDAL SERVICE AWARDS FOR OUTSTANDING CUSTOMER SERVICE 2022