Comfort is King: Enhancing the Shoe Shopping Experience

By Alan Miklofsky

Last Updated 10/4/24

Trying on shoes should be an enjoyable experience, not an endurance test. Creating a comfortable and convenient environment for your customers is crucial to encouraging browsing, increasing dwell time, and ultimately driving sales. Here's how to make your shoe store a haven for happy feet and satisfied shoppers:

1. Seating: A Must-Have

• Variety of seating: Offer a mix of seating options to cater to different needs and preferences. Include individual stools, benches for groups, and even comfortable armchairs for those who need extra support.

• Strategic placement: Position seating near mirrors and in areas where customers are likely to try on shoes, such as near displays of popular styles or new arrivals.

• Durable and stylish: Choose seating that is not only comfortable but also durable and aesthetically pleasing, complementing your store's overall design.

2. Mirrors: Reflecting Style and Satisfaction

• Full-length mirrors: Essential for viewing the entire outfit and shoe combination. Place them strategically throughout the store, especially near seating areas.

• Angled mirrors: Allow customers to see shoes from different perspectives, including the back and sides.

• Well-lit mirrors: Ensure mirrors are well-lit to provide accurate reflections and enhance visibility.

3. The Importance of Fitting Stools

• Proper height: Fitting stools should be at a comfortable height for customers to sit and try on shoes. Consider offering stools of varying heights to accommodate different needs.

• Sturdy construction: Choose stools that are sturdy and stable to ensure customer safety.

• Easy to clean: Opt for materials that are easy to clean and maintain, such as leather or vinyl.

4. Brannock Devices: Ensuring the Perfect Fit

• Accurate measurement: Brannock devices are essential for obtaining accurate foot measurements, ensuring customers find shoes that fit properly.  

• Staff training: Train your staff on how to use Brannock devices correctly to provide accurate measurements and personalized fitting advice.

• Accessibility: Keep Brannock devices readily accessible in multiple locations throughout the store.

5. Beyond the Basics

• Carpeted areas: Consider incorporating carpeted areas to add comfort and warmth to the store, especially in areas where customers try on shoes.

• Shoe horns: Provide shoe horns to make it easier for customers to put on shoes, especially those with a narrow fit.  

• Socks and hosiery: Offer a selection of socks and hosiery for customers to use when trying on shoes.

• Refreshments: Offer complimentary water or coffee to enhance the customer experience and encourage them to stay longer.

6. Accessibility for All

• Wheelchair accessibility: Ensure aisles are wide enough to accommodate wheelchairs and that seating areas are accessible.

• Ramps and elevators: If your store has multiple levels, provide ramps or elevators for easy access.

By prioritizing customer comfort and providing essential amenities like fitting stools, Brannock devices, and well-placed mirrors, you create a welcoming and enjoyable shopping experience. This encourages customers to spend more time in your store, try on more shoes, and ultimately make more purchases. Remember, happy feet lead to happy customers!