Retail Merchandiser - March/April 2017 - 85
With extensive training, any Shoe Carnival
employee can help customers find shoes to fit
their specific needs.
As Shoe Carnival prepares to open up more locations in various-sized population centers,
the company aims to remain successful by catering to its customers' needs. BY BIANCA HERRON
hoe Carnival has become one of the nation's largest family footwear retailers
since it was founded in 1978, providing
customers the convenience of shopping at
more than 420 stores in 38 states and Puerto Rico.
The Evansville, Ind.-based company's mission is to
provide name-brand merchandise at discount prices. However, the company is most well known for
its carnival atmosphere offering customers a unique
and fun shopping experience.
"Most notably, in our stores we have a position
that is called the 'mic guy,'" says Brad Gubser,
vice president of store planning and development.
"Both men and women hold this position, and on
any given day the mic guy has a long list of various
sales, or rotations as we call them, the store can offer up to cater to the customers in the store at that
point in time. In this way, we can adjust and cater
to specific types of customers, and personalize their
"For example, after looking around the store, the
mic guy can get on the microphone and let customers know to meet him at a particular aisle or area
of the store where shoes currently discount priced
upwards to $45.99 will be marked down for the next
15 minutes only to a price along the lines of $29.95,"
Gubser explains. "The customer becomes engaged in
our marketing efforts, and loves the spontaneity.
Brad Gubser, vice
president of store
planning and development