THE SOCIETY OF SHOE FITTERS Tips to help boost your business from the
Society of Shoe Fitters from how to recycle worn footwear to organising colouring competitions
Competitions Everyone loves a competition, particularly if there is the chance of winning a free pair of shoes! Colouring competitions are good because you can segregate age groups, the local newspapers love them and they can be quite topical either for the shop, school or community project. You can ask the local major/head teacher/arts journalist on local newspaper/podiatrist to be a judge giving you greater exposure. One thing though, whatever the competition make sure you tie up the small print i.e. judges decision is final, one entry per child, age inclusive. Also (and ironically) prizes have to be age suitable (hence shoes are good - or for a bigger prize and to include another shop keeper, sports equipment for school or bike (if local bike shop) etc., but free shoes will get them coming in to you.
Shoe Amnesty You could also try the shoe amnesty that SSF member and Vice President Ellie Dickins of Hungerford did. A charity pays for the shoes put in bins at your shops and the money goes to the charity of your
choice...all a way of highlighting the shop in the press and getting people to the door! What better way to encourage people to get rid of their old shoes to replace them with lovely new ones!
The United Shoe Recycling Company is a new national shoe recycling
company with a difference. It offers to reward participants in their scheme by paying for shoes donated. These shoes are despatched to developing countries for reuse providing useful footwear and employment where opportunities are sparse.
Retailers who participate are provided with with eye-catching containers
and once full they provide a receipt and payment or credit monthly/quarterly by electronic transfer. This money is then available for donation to customers own preferred charity or community projects.
They buy shop returns both damaged and new, end of line, excess and
liquidated stock. These items are stored in their warehouse and all goods are logged. An industry standard audit from goods inwards/outwards is provided. All shoes are sorted and the de-branding process is carried out. The tags, labels and barcodes are removed and destroyed. For more information visit website:
www.unitedshoe.co.uk
Ellie promoted this with the local press, telling consumers: “This is the
perfect opportunity to clear out of the wardrobe ALL those shoes that don’t or won’t fit, bad purchases, or styles the “fashion police” would have you arrested for!! We will accept WORN not TORN shoes of any size, style, colour and fit. All shoes received will be sent to a workshop for cleaning, any small repairs, and re-boxed and sent on to developing countries in Africa.
Laura West Secretary “The beneficiaries are always grateful for footwear, as it is almost
impossible for the poorest families to afford shoes. With your help these people will be able to walk to other villages, to farm, work and be able to socialise with others, all factors that we take for granted every day due to wearing footwear. Not only will your shoes be passed onto a good home, but we will also raise cash for our chosen charities. All donations of shoes will be gratefully received and the monies raised will be donated to the top 3 charities chosen by YOU”. Within 24 hours Ellie had 3 sacks of shoes!
Ellie told Footwear Today Magazine: "I have been astounded at the
response I have received through the shoe amnesty. Customers have brought in shoes by the bag load, and have made room in their wardrobes for new shoes. Within 2 months we have collected over 30 sacks full of shoes. I have increased footfall into the shop by 10%"
Pop up shops Another independent footwear retailer, Andrew Marshall of
strolling4shoes in Cockermouth, Cumbria, told us that he visits 15 to 20 local villages and small towns in his area which don’t have a shoe shop in February. He hires the local Village or Church hall and creates a pop up strolling 4 shoes for the day. “It is extremely hard work but brings in valuable income in this very poor trading month. It also advertises the shops to more rural areas”, says Andrew.
Fashion & Fine Dining Events Maria Leese, who runs Doris and Daisy in Wimborne, recently got
together with two other ladies running businesses in the town. One owned a restaurant and the other a clothing shop, so they put on a fine dining and fashion show for charity. It was a huge success, raised lots of money for the charity. The added benefit being that it will also direct customers to your shop.
Laura says whatever shops are around you, it pays to work together.
Just because someone else sells nuts and bolts or cuts hair, doesn't mean you haven't anything in common, far from it. In many respects you can learn more and take a totally different overview of your business when liasing with someone with fresh eyes. Years ago the Chamber of Commerce was a great networking organisation, but sometimes it pays to instigate breakfast clubs, 'after work drinks' or 'once a month brainstorming'. Any local issues can be fought jointly and you can use one another to promote each others goods by way of window display accessorising, business cards at the till, special vouchers for joint events. It's all do'able, just needing some effort and taking that first step!
Editor’s Note: Thanks to Laura West, Secretary of the Society of Shoe Fitters for passing on her tips.
If you would like to join us and would like access to our help and support, contact us now… (
www.shoefitters-uk.org or Email:
secretary@shoefitters-uk.org)
22 • FOOTWEAR TODAY • MAY 2012
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