Customers Are All About Price — But Independents Have Some Cards to Play
Shoppers are price driven — no news there. But even in a world that puts a premium on price, brick-and-mortar independents have some big advantages when it comes to wooing shoppers. While 59 percent of respondents in our survey admitted they’d tried on a shoe in store and left to purchase it online elsewhere, many respondents said they sought out brick-and-mortar stores for their expertise. (The reason for going online? Respondents overwhelmingly said it was because they found it at a lower price elsewhere, they said, although the shop not having the color or size they wanted was cited as well.) More than half (54 percent) said the staff knowledge at footwear shops is very good or excellent compared with other channels, and the majority said they appreciated being shown other options (different colors or styles) that could be a good match for them when they shop. So how to translate that hunger for knowledge into creating a loyal customer? Check out page 30 for our coverage of the 2019 Gold Medal Service Award winning shops to get the inside scoop from the stores that do it best.

The survey, conducted by MESH01, included 115 respondents, male and female.
Where do you most frequently buy your footwear?
If you shop in an independent shoe store, how would you rate the level of knowledge of the sales people vs. other types of stores?
If you shop in an independent shoe store, how would you rate the quality of the assortment?
Where do you get the information you need about the attributes you selected?
  1. Selection
  2. Prices
  3. Location
  4. Service
  5. Atmosphere
  6. Speed
When shopping for footwear in a store do you...
... have your feet measured or assessed with a foot scanner?
... like to have accessory options suggested to you? (e.g., insoles, socks, or shoe care products)?
...like to have additional styles or colors presented to you by the sales associate?
...shop for footwear in one store and shop for apparel or shoe accessories in another?
What’s the in-store element that makes the biggest impression on you?
How many times have you shopped for footwear in a brick-and-mortar store in the past year?
How many times have you purchased footwear online in the past year?
How many times have you purchased footwear online in the past year?
Have you ever gone into a store to try on your footwear and then left to purchase the same item online at a site not affiliated with that store?
If yes what motivated you to not make the purchase at the store?

“Price.”

“Cheaper online and the store did not price match.”

“Not having my size or color choice.”

I wasn’t ready to purchase at the time and decided later to make the purchase.”

“Poor customer service. I expect good customer service. If service is poor, I can always find similar shoes online for a cheaper price.”