Footwear Insight

"is year we incentivized staff on the percentage of customer information (address, email, cell phone) they captured at checkout. is resulted in growth of our email database as well as our text club." Loren Martin, ELM Shoes "Our primary focus was bringing the new generation salesperson up to speed with 'old school' techniques. We sought to simplify the sit-and-fit process by teaching the most basic things that make us different in a way that the new generation could grasp. By increasing their confidence, they saw the value as it pertained to their presentation and ensured they not 'skip' it. Measuring feet is different in this day and age — losing that was not an option. Making it easier for staff to accomplish it ensures that customers still receive that level of care." Josh Habre, Shoe Mill "Separating from a franchise that I operated under for more than 20 years was and is a huge challenge for us. e franchise posted on Google that Foot Solutions Scottsdale is Permanently Closed which has confused many of our existing customers. We have launched new advertising and marketing campaigns with Omni Digital Marketing to retain existing customers and expand our customer base." Sue Orischak, Soleful Endeavors "We have been striving to move product in more quickly for restocks and special orders. A speedy turnaround can oen be a challenge especially if we are using vendors located on the west coast." Shari D. Kowasic & Dana Kowasic, Solely Comfort Footwear "We updated to the most recent version of Albert technology from Aetrex. Albert allows for a more in-depth fitting process than a traditional Brannock device measurement. With the data from Albert, we can make better recommendations on orthotics and footwear. Every foot is different, and every customer has unique needs. Technology has allowed us to be- come even better at addressing those needs." Tammy Wellington, Earth Walk Shoes "In 2024, we prioritized enhancing the customer experience across all touchpoints. We invested in website optimization, expanded our marketing reach, and strengthened vendor partnerships to cater to our customers' evolving needs. ese efforts improved brand reputation, boosted website traffic by 30%, and drove higher in-store traffic during peak periods. Additionally, our Trade-at-Home, Give- at-Home program allowed us to connect more deeply with our local communities, fostering stronger relationships and driving customer loyalty." Paul Weitzel, Tradehome Shoes "is year, I spent more time outside of the store promoting who we are and why we do what we do. Fashion shows, fundraisers, discussion groups, working with people in the medical community, teacher groups, and local Chamber involvement. Our store has become a destination and getting in front of people and sharing our story makes a more personal impact and reason for the customer to come see us. We also used new terminology with the staff and the sales floor that helped give all of us a new perspective." Amy Becker, Becker's Best Shoes "We put on a few more community engagement initiatives in the store with guest speakers, as well as a 10-week running Chiappetta Shoes, Kenosha, WI. Karavel Shoes, Austin, TX. 28 • Footwear Insight ~ January/February 2025 footwearinsight.com RETAIL

• Cover