Shoe Heaven - foot sinners’ pearly gates
Published: 11 February, 2010
Chiropodists stocking and selling shoes has added a new dimension to footwear retailing. But, is the footwear retail trade missing a trick here? Think about it… The shoe buying experience is not always what it’s cracked up to be, but now there is the opportunity for shoe retailers to offer value added services that could increase the customer footfall (literally), revitalise retail shoes stores and put the sale of shoes on the Internet on the back foot.
Picture it. Instead of the conventional shoes store with shoes lined up on racks or perched on display stands, the new “Shoe Heaven™” is a shoe and foot health emporium as inviting as an upmarket coffee house, a five-star health spa or a first class airport lounge.
People seeking the “Shoe Heaven Experience™” will be met at the reception where, before the greeter asks their requirements, they remove their shoes and don a pair of ergonomically-designed slippers or be able to walk barefoot on the deep pile white carpet.
The greeter will then settle the client into one of the sumptuous sofas scattered around the warm, softly-lit lounge (not a customer anymore – you will see why) to inquire into their needs: “Would you like a tea or coffee madam? Some freshly squeezed juice, or maybe glass of champagne? – might be the first question.
Have they come to browse the wide selection of fashion, health and comfort shoes or have they come to have their feet treated by a chiropodist or a podiatrist? A pedicure perhaps, or to improve their general well being by having a session with a reflexologist? A posse of SSF trained shoe fitters hover in the background, waiting to attend to their every shoe fitting need.
“Mature Feet”
For the past four years or so chiropodists have been selling specialist footwear to clients who come to them to have their feet pampered and restored, to have those in-growing toe nails, corns and bunions pared and honed, but most of all to seek advice.
According to shoe fitting expert, Laura West, Secretary of the Society of Shoe Fitters: “The owners of 'mature' feet often feel extremely self-conscious about their feet looking misshapen and ugly, and feel embarrassed by the reaction of perhaps young, unskilled/untrained staff serving them. Going to a chiropodist where they are used to viewing various foot ailments and where a client will receive a personal and private service, may therefore be perceived as the right atmosphere in which to try on footwear”.
An in-store chiropodist and podiatrist could be the perfect solution for those who need orthotics: usually this is a chicken and egg situation - they can buy the shoes first and the orthotic will not sit comfortably, or the orthotic is made and won’t fit into any shoes. In Shoe Heaven they could consult a podiatrist and have the orthotic made to measure, while they relax in the foot spa and later try the orthotic with their chosen shoes.
Chiropodists whose knowledge and skills are about feet and foot health could supplement their knowledge so as to be able to offer accurate advice about footwear.
Young, unskilled/untrained shoe retail staff have something to aspire to – a professional qualification, and being recognised more formally for their knowledge of shoes and footwear. Trained staff, including those with a qualification from The Society of Shoe fitters, would find themselves highly sought-after ; employers would encourage more staff to train to fit shoes, and some people would go on to pursue careers in foot health.
Shoe Hell?
Shoe Heaven may seem, at first sight, to be Shoe Hell to a retailer concentrating on fashion shoes. But, all shoe retailers have to accept that demographics are not on the side of pure fashion – according to Laura at both ends of the age range: “Historically it is the elderly whose feet have been ravaged over the years in ill fitting footwear which has affected their physiology so that the usual complaints of arthritis (both rheumatoid and osteo-) attack the many joints in the feet, making them painful and uncomfortable then misshapen”.
“However the age range has got younger over recent years and now many children seek the services of a podiatrist and chiropodist which is extremely alarming. It can only get worse with the number of outlets without qualified shoe fitting staff and children’s footwear being made available for sale online or in supermarkets. There are now over 11,000 chiropodists working in the UK and hospital orthopaedic departments have long waiting lists - that says it all! Children's shoes should carry a government health warning, even if only to refer parents to seek foot health and shoe fitting advice”.
Many shoe brands may be ambivalent about the association of chiropodists with their fashionable image but according to Laura, “Many see it as the way forward, others are concerned that it will give their shoes a 'fuddy duddy' unfashionable reputation. Some have even worked their marketing around this retail base with wild and wacky shoes in environmentally friendly materials giving an all round healthy image - where in truth, they may not differ from other brands”.
Healthy Feet
The Shoe Heaven Experience would allow people who receive regular attention from a podiatrist or a chiropodist to wear more “normal” shoes. But, brands associated with foot health are starting to gain profile and acceptance: There is now the Healthy Footwear Guide www.healthy-footwearww-guide.com which is aiming to encompass footwear that will meet stringent criteria. This Guide hopes to raise awareness of the problems people will face in later life if they don't look after their feet in their youth.
There are brands like D.B. and Cosyfeet that are catering to difficult to fit feet, then there are brands like Van Dal, Clarks, Josef Seibel, Padders, Ecco, Hotter etc. who provide more mainstream footwear, but offer fittings and quality materials.
The availability of the Shoe Heaven Experience may not be accepted by those with limited education or money, although innovative marketing like offering cut-price chiropody or podiatry with a purchase of shoes may persuade some who are not totally sold on the idea of brand or cut price shoes – particularly responsible parents.
Shoe Heaven is simply a figment of our imagination at Footwear Today, but it could embrace some of the elements of the way the retail shoe industry will develop offering a fuller, value added experience to customers to offer a service orientation rather than a focus of shifting products. It could offer employees of shoe stores a challenge and an opportunity and the personal attention, and quality footwear and fitting may be enough to return some shoe purchasers to the high street from the super highway where they do their Internet shopping for footwear.
If you would like to add your views to the discussion on Shoe Heaven, or suggest another topic that you would like to be explored within the editorial pages of Footwear Today, please email cheryltayloreditor@googlemail.com, or call 01622 862962.
Contact: Laura West, The Society of Shoe Fitters,
Email: secretary@shoefitters-uk.org
Tel: 01953 851171
