VIEWS: 29 PAGES: 4 CATEGORY: DocStore POSTED ON: 1/19/2011
Getting shoppers into the most appropriate wellness shoe requires paying special attention on the sales floor and stocking a variety of products designed to meet their demands. For White, it boils down to learning the ins and outs of each manufacturer's technology and differentiating points, choosing what will work for his particular clientele and then sharing that information with each individual who walks through the door. The staff 's intent is to learn their problems, preferences, goals and activities through questioning, motion assessments and foot scans (using Aetrex's in-store iStep scanning machine).\n While owner Robert Burns has stayed away from rocker soles and barefoot styles, noting he doesn't like to jump on trends before being assured his customers are interested, he's growing increasingly convinced that the wellness category has true staying power.
SELLING WELLNESS Four retailers addressing different niches share their approach to vending health-benefiting footwear.
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