Rebecca says that they have two types of
customers: “one that already knows our product, loves their shoes, and is a return customer.” The other is the one who needs to be educated about the efficacy of the product on whom the demos work really well, Rebecca says. “When they get their shoes cleaned and they look down, the look on their faces is amazing. They don’t realize how quickly and easily we can clean their shoes. The demo is super high-impact and gives the customer immediate gratification.” Shoe MGK provides owner-operators with
comprehensive turnkey solutions: the schematic at the mall location, a television to run demonstration videos, professional signage and a complete training manual and guide.
All in the family Shawn was a cart retailer with six mall locations in California and was looking to expand even more when he met his future wife, Rebecca who was a specialty leasing director in southern California. They joke around that Shawn would take Rebecca out to lunch every month insisting that he did the same with all his leasing managers. Rebecca later found out that she was the only one who received such indulgences. After they got married, Rebecca left the corporate
leasing world to bring her experience to Shoe MGK. This partnership renders the Wiltshires an ability to see both sides of the fence and understand the whole picture. “Our
Before
After
past gives us a unique viewpoint on this industry. We’re able to understand both the retailer and leasing manager needs and work to bring this balance into every location,” Rebecca says, adding that the relationship between the operator and the leasing manager can be a crucial one that can support and grow operators or hinder and break down an operation. Being a family and having started from scratch
themselves, allows the Wiltshires to recognize novice entrepreneurs and include them in the larger Shoe MGK family. “We’re in it with you from A to Z,” Shawn says, “It’s very hard to have a business that makes money and profit in one year and we have that. We have repeat customers. We have had carts open for more than ten years. It’s more than just a flash in the pan, we’re all in together as part of one family,” he says. Such commitment to their operators manifests itself
in more concrete ways. Owner-operators are invited to an annual dinner in Las Vegas (usually at the industry tradeshow SPREE). “We are not just a wholesaler. We work to create brand partners of our product,” Shawn says, “We work with our partners to bring Shoe MGK shoe care centers to strategic malls across the country where our operators and our concept will be most successful. We work closely with our operators in all areas of the business including leasing, visuals, training, guidance and support.” “As a brand partner you receive an online account
giving you access to ordering, sales and marketing tools, new product release information and general information on the state of the Shoe MGK nation,”
SpecialtyRetail.com Winter 2017 n Specialty Retail Report 45
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