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A lthough some Wall Street experts have soured and become skeptical over the hype around Artificial Intelligence (AI), more retailers are turning to technology to improve the in-store experience for customers and the communication level among staff. Modern Shoe's Nettleton says the store's new foot scanner, which replaced one that was installed in 2009, has been beneficial to its business. Meanwhile, abbadabba's has made strides in upgrading its barcode scanner technology to enhance the efficiency and accuracy of its inventory systems and reducing costs. And the retailer has streamlined communication among its employees with tools such as Slack, retail training academies and Google docs. "ese platforms facilitate real-time, paperless communication and allow us to ensure that critical information is promptly delivered and acknowledged," Nix says. "is approach not only enhances operational efficiency but also the right to return merchandise for a full refund within seven days of the item's purchase. e consumer's right to a full cash refund or credit is more generous in New Jersey. If a store does not conspicuously post its refund policy, the customer is allowed to receive a cash refund or store credit up to 20 days aer the purchase date. Meanwhile, in Rhode Island, without the presence of a posted in-store return policy, the customer has 10 business days from the date of purchase to return an item. Returns in the retail footwear business can have additional layers of issues to consider in the return policy process ranging from customers attempting to return a purchase at a different retailer's website to presenting two different size shoes, clearly from separate past purchases, for refund or store credit. Modern Shoe, an independent retailer based in Provo, UT, changed its return policy a few years ago. "A major reason for that is we made it specific and detailed to protect all customers," explained Will Nettleton, manager, Modern Shoe. "In doing so, it is our promise that we will uphold it fully to benefit the customer, and other customers to know that they are treated equally." He added, "Hard sales are never something we practice, ever. Staff are trained to ensure fit and function first and foremost, and sometimes 'lose' the sale if it may result in a negative experience. Our return numbers are lower than the industry average because we take this different approach." At Reyers Shoe Store, customers receive a full credit on their charge card for unworn merchandise returned within 30 days of purchase and a credit at the current selling price (with no credit on shipping charges) for returns aer 30 days from date of purchase. Mark Jubelirer, owner of the Niles, OH-based retailer, has plenty to say about the return policies related to foot-wear today. "It is my understanding that big online sellers of footwear are now divesting themselves of those customers who abuse their very liberal returns policies. ey no longer want the business of these flagrant abusers, and that's completely unsurprising to me," he offered. "…One of the reasons that Reyers decided not to pursue online sales was that we could no longer afford to absorb the freight charges of outgoing purchases, and product was being shipped back to us. "e reason that the 'big boys' were happy to offer free shipping was so that they could vanquish their competitors from traditional retail establishments," opined Jubelirer. "…ose of smaller independent retailers who have survived, may wish to get back into the game." n TOPIC 3 EMBRACING TECHNOLOGY TO IMPROVE A STORE'S METRICS Returns in the retail footwear business can have additional layers of issues to consider in the return policy process. FOOTWEAR 10 • July/August 2024 sportstyle • sportstylemag.com

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