Footwear Insight

"We added new manager training to our current training schedule. While we have had a very strong salesperson training program for several decades, we were excited to systemize how we improve our teammates at the store leadership level. We focused on leadership development, having constructive, difficult conversations, and organizing team efforts to align their personal goals with the broader goals of the organization." Garrett Breton, Comfort One Shoes "We tweaked our marketing campaigns this year and we attribute that to the increase of traffic into our stores. Rinck Advertising proposed two additions for 2024 — an influencer campaign to attract a younger guest and a digital campaign focused on branding and image building. We are happy as our store traffic increased this year and sales did as well." Chris Stanley, Lamey-Wellehan Shoes "I have let my staff become more involved with the training. We now have one person that is in charge of gathering all the product knowledge and then making sure everyone on the staff is up and running. No matter full time or part-time staff, if we know as much as we can, we can best help the customers and set ourselves apart from our competitors. Another staff member and I work on developing selling techniques to help the staff grow. All these together with more communication has made a difference." Steve Purdum, Brown's Shoe Fit Co. Hutchinson "We launched a few initiatives that made a significant impact, one of which was the introduction of a series of educational videos featuring our team members, like our Pedorthic Facilitator, Rob Orr, to engage with and expand our community online. ese videos not only help customers understand common foot problems and solutions but also showcase the expertise of our team. We've gotten a positive response to these videos on YouTube and plan to continue them!" Lauren Klapper, Shoe Fly "I changed our return policy this year. Our new store policy on every slip says this: Exchanges are welcome, but WE DO NOT OFFER REFUNDS ON PURCHASES. Store credits are offered, and we will always make the effort to look for an exchange opportunity. All claims must be accompanied by a receipt of purchase. Items must be unworn and in like new condition with original packaging and tags. Returns or exchanges must be made within 30 days of purchase. Customers have accepted it with no resistance. It's eliminated excessive refunds. Our POS system keeps up with the store credits." Bruce Wesley, Wesley's Shoes "A basic, easy change was in how we remunerate our staff when they sell accessories. We have opened it up and paid them more. Accessories sales have increased, therefore. We have made an interesting change in our marketing messages. For example, we make our TV ads rhyme. ey are more fun and attention grabbing. Customers like it." Mark Jubelirer, Reyers footwearinsight.com January/February 2025 ~ Footwear Insight • 27 Stepahnie Stout, Stout's Footwear. Amy Becker, Becker's Best Shoes. TAKING INITIATIVE… What new initiatives did you put into place that were particularly impactful for your store this past year?

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