Current Pedorthics | March-April 2017 | Vol.49, Issue 2 | Page 20

The Shoe Fly Shoe company has owned shoe stores since the 80 ’ s and refer to themselves as a “ family business .” Their sales force has been built by placing a high value on people and on building a culture of respect , relationships , and encouragement . Unlike much of the competition , they encourage full-time employment and strategically provide competitive compensation and benefits that will allow employees to consider the business as a career . They encourage training and development so employees are better able to provide personal service to customers because they consider them part of their family and they hold the concept of creating a positive customer experience in high regard .
Getting people in the door is one part of the , ’ Outstanding Customer Service ’. Shoe
Fly considers it a community service to offer evaluation of feet and gait and then offer to fit them into the correct type and size of footwear . The customer is shown how valuable properly fit footwear is for their general well-being and for better health . They are guided by experienced and well educated staff . This is a huge value in today ’ s big-box self-serve shoe world .
Different stores provide excellent service by customizing their local marketing efforts to target the needs of consumers in their area . Some stores develop community outreach programs by cooperating with the local fitness clubs to provide footwear education and collaborative marketing to local athletes . Often these stores have then attracted athletic teams and provide team sales opportunities . In other stores the focus is on the medical community and developing partnerships with their local medical professionals . Some
18 Pedorthic Footcare Association www . pedorthics . org