Retail Merchandiser - March/April 2017 - 87

Expert Service

suggest brands and models they think
our customers will love. We leverage
that by letting them know what we like,
but also saying what we think our customers would like as well. Maybe it's a
different color or trim, for example, but
it's what we think our customer would
like better. We partner with a manufacturer to make these type of adjustments
and then we make a unique shoe that is
crafted just for our customers."
To cater to its customers even further, in recent years Shoe Carnival has
enhanced various ecommerce platforms
in its stores. "We determined that we
could do our entire e-commerce fulfillment from our stores," Gubser says.
"We moved into that realm about four
years ago and now have started allowing customers to buy online and have
their product shipped to their homes,
or pick it up in-store. We're finding
that a lot of people are taking advantage of that."

Gubser says one of the reasons he decided to join the company eight years
ago is because the company trains its
employees well. "I'm constantly amazed
when I walk into other retailers and I
compare the type of service I'm getting," he says. "Our employees go
through training on all our models of
shoes, such as technical shoes that often
show up in workplaces, athletic training
and running shoes. You can let any of
our employees know what your needs
are and they will guide you to shoes
that will best fit that need."
Shoe Carnival employees have a phenomenal amount of tenure with the
company as well, Gubser adds, noting
that a large percentage have been with
the company for at least 10 years, and
many with 20 or more years of experience. "We treat our employees well
and they stay with us," he says. "So they
really learn about and understand our
models. Then they can point customers in the right direction for shoes that
will fit their needs. Those are the type
of things that will make an anxious
shoe-shopping trip into one of comfort
and security."
Looking ahead, Gubser says the
company is preparing to open up many
new locations and market types. "I believe that we have a good program to
reach 600, 800 and then 1,000 stores,"
he concludes. "Like other retailers, we
are figuring out how our stores should
evolve with the current generations
growing up. We're conducting research
now and I think a lot of good things
will come from that in the near term." O

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March/April 2017

RETAIL-MERCHANDISER.COM

87


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Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2017

Contents
Retail Merchandiser - March/April 2017 - Cover1
Retail Merchandiser - March/April 2017 - Cover2
Retail Merchandiser - March/April 2017 - 1
Retail Merchandiser - March/April 2017 - Contents
Retail Merchandiser - March/April 2017 - 3
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Retail Merchandiser - March/April 2017 - Cover3
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