INTERVIEW
done a really great job. You still see the signature Sidi style, yet there is now a growing range of wider fit shoes, and, along with this, a shift in toebox shape. More people now have the opportunity to ride a Sidi shoe and genuinely feel comfortable.
How do you broach changes in shoe shape when speaking with a customer? Here’s where the value of in-store expertise really has the chance to shine. A significant problem is that consumers are often unaware of their own foot shape, normalising discomfort and relying on brand preference.
Knowledge is power and has a clear value proposition The future for bike shops is acting as destinations for expertise. Sizing shoes effectively still requires putting them on the customer’s feet to gauge sensitivity, which even a 3D scanner cannot determine. Now, many bike shops have shifted away from selling shoes due to the time-consuming fitting process and customers opting to buy online after receiving in-store advice, resulting in low margins and excess stock. Staff
50 | February 2026
training is the name of the game here, just as in the running and outdoor retail spaces. Combined with a clear process - fitting costs, and is only discounted against a shoe purchase.
Setting clear expectations ensures both staff and customers are clear about and satisfied with the way the process works. No more store staff frustration at spending significant time with a customer who leaves without buying (to go online and get a deal). Customers pay for a quality service, and understand this explicitly, upfront. Transaction clarity makes customers feel better.
How does the business need to invest in stock to make this work? Above and beyond investing in staff training to develop and maintain expertise, stocking the right, often wider, shoes, rather than huge inventories, means making informed, tactical, business decisions. Modern EPOS systems massively help with inventory management (and associated cash flow), ensuring sales are accurately tracked and inventory levels adjusted to support specific sales goals.
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