This post may contain affiliate links, please see our privacy policy for details.
Neely Woodson Powell, founding father of the Charleston Shoe Firm, will likely be a keynote speaker on the upcoming ICX Summit going down Sept. Sept. 11 in Charlotte, North Carolina.
Neely Woodson Powell, founding father of Charleston Shoe Firm. Photograph: Charleston Shoe Firm
When Neely Woodson Powell, founding father of the Charleston Shoe Firm, opened her first retail location in Savannah, Georgia, she knew success was all about attractive customers into her retailer, so she actually placed on two totally different sneakers from the cabinets and walked out to the bustling sidewalk.
Immediately, 27 years later, her retailer associates are nonetheless implementing that buyer engagement method to spice up gross sales of her versatile and trendy footwear.
Her success started with an almost 30-year partnership with a cobbler she met on trip in Central Mexico in 1996. She then enrolled on the Savannah Faculty of Artwork & Design to increase her shoe design expertise and information. Now there are 60 extra cobblers on her all-female employees of 180.
The Charleston Shoe Firm footwear is offered on-line, in retail places and in additional than 800 boutiques.
Powell will likely be a keynote speaker on the upcoming ICX Summit going down Sept. Sept. 11 in Charlotte, North Carolina. She’s going to share how buyer engagement and offering ‘shoe pleasure’ proved profitable for her iconic nationwide model of versatile and trendy footwear.
The occasion is celebrating its eighth yr, with notable names serving as keynote audio system and panelists on a variety of retail buyer expertise subjects. Working in tandem with the Banking Buyer Expertise Summit, the ICX Summit brings collectively B2C manufacturers to be taught from business leaders, community amongst friends and listen to from prime innovators on the subject of modern buyer expertise. Early hen registration presents a particular low cost of $450 if registered by Might 3.
The 2 summits are hosted by Networld Media Group, a number one business-to-business media communications firm specializing in digital media, associations and occasions within the cell, self-service, digital signage, retail, meals service and monetary providers industries.
RetailCustomerExperience reached out to Powell in an electronic mail interview to get deeper perception on her buyer expertise technique. She was additionally a current visitor on the CX Innovator podcast the place she shared her method to CX and the way she has overcome challenges like COVID-19 and the retail shutdown.
Q. What’s your philosophy on the subject of buyer expertise, and might you speak about methods you have deployed, whether or not or not it’s through advertising efforts or in-store?
A. We like to ensure everybody looks like they’re purchasing of their finest buddy’s closet! It’s undoubtedly not your regular retail expertise. All of my gross sales associates put on two totally different sneakers, which all the time places the client comfortable with a enjoyable, whimsical gesture. Our merchandise are made in an array of colours, with some types coming in over 40 colours. That is very uncommon within the retail world, so once you stroll into certainly one of our shops the shows are Baskin Robbins to your ft. We additionally consider in placing all shoe sizes on show in order that the client has the chance to choose up a shoe and take a look at it on. All of our advertising within the shops, on-line and all through our e-commerce channels function our clients, workers and household! We wish to deliver familiarity throughout all channels.
Q. The shop affiliate is entrance and middle with customers, so do you do any coaching or present instruments to associates to boost the client expertise?
A. We’re continually coaching with written suggestions, weekly calls, coaching movies and hands-on demos.
Q. What’s the buyer wanting most as of late, in your view — maybe seamless product search, simple checkout, or no stock hurdles? Additionally, who’s the standard buyer?
A. They’re searching for traditional type and supreme consolation as of late. Our buyer is each lady from each stroll of life, aged from 12 to 112. And the occasional man… We’re a generational shoe firm.
Q. Any suggestions or recommendation to different retailers trying to enhance buyer expertise?
A. Discover workers that love and consider in your mission and product. This helps construct a passionate staff and an amazing tradition.
Judy Mottl is editor of Retail Buyer Expertise and Rewards That Matter. She has a long time of expertise as a reporter, author and editor overlaying expertise and enterprise for prime media together with AOL, InformationWeek, InternetNews and Meals Truck Operator.
