Footwear Insight

32 • Footwear Insight ~ March/April 2018 footwearinsight.com Only half were assisted by a sales associate; most often associates help customers find specific merchandise What type of merchandise did you purchase? (% selected) What type of assistance did the sales person provide to you? (% selected) Nearly three-fourths of customers made a purchase; over half purchased casual footwear 57% 75% 35% 25% 18% 8% 5% 4% 25% 15% 13% 10% 6% Did you experience a problem with the retailer? Was it resolved to your satisfaction? Brand Experienced a Problem (% Yes) Resolved to Satisfaction (% Yes) DSW Shoes 4.6% 51% Nike 5.5% 71% Shoe Carnival 5.7% 47% Famous Footwear 6.2% 50% Skechers 6.5% 33% Payless Shoes 7.9% 28% Foot Locker 11.1% 56% Consumers gave low ratings to aspects of their last shoe shopping experience Thinking about your most recent experience shopping at this shoe retailer, please rate your satisfaction with the following: (% Top Box) 42% Speed of checkout Casual Footwear Found specific merchandise or sizes Checked merchandise price or whether item was on sale Checked availability in other stores or other sizes Suggested complementary items Explained where shoe materials came from or what they were Other Placed an item on hold Sports Footwear Business Footwear Children's Footwear Evening/ Formal Footwear Other Ability to find correct size for you Value received for money spent Overall atmosphere in the store Ease of finding what you were looking for Merchandise selection and choices available Ability to create a "look" that you liked 39% 37% 35% 34% 32% 31% Nike and Payless Shoe associates compete for the lead in sales effectiveness Nike Payless Shoe Foot Locker DSW Shoes Shoe Carnival Skechers Famous Footwear 52.4% 52.0% 50.2% 48.4% 45.2% 44.7% 43.5% Sales effectiveness score: Note: the study did not distinguish between brand-owned stores such as Nike and multi-brand stores, such as DSW. During your most recent experience at this shoe retailer, did you purchase an item? During your most recent shopping experience at this shoe retailer, were you assisted by a sales person? YES 70% YES 51% RESEARCH DSW Shoes has the least problem experiences; Nike is best at resolving problems (1 = Not at all important, 5 = Very important)

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