Retail Merchandiser - November/December 2015 - S33


Shoe Carnival
adopted the name Shoe Carnival in 1982 and grew exponentially in profitability and quantity of stores throughout
the 1980s. Shoe Carnival ultimately transitioned to a publicly traded company in 1993, trading on the NASDAQ Stock
Market under the symbol SCVL. Today, Shoe Carnival is
nationally known as a leading retailer in the footwear industry and operates more than 400 stores in 32 states and the
commonwealth of Puerto Rico. Shoe Carnival maintains its
corporate headquarters and distribution center in Evansville.
While the whimsical attractions and toys have long since
disappeared from Shoe Carnival's floor plan, the atmosphere
of fun and surprise, along with consistent customer service,
remain. Shoe Carnival offers the largest selection of the latest
styles from the best brands in the shoe business. The company is known for its incredible variety of children shoes,
with associates on hand to properly measure children's feet
and fit shoes, as well as its lengthening list of women's fashion
shoes and accessories from notable names such as Madden
Girl, Nine West and Kenneth Cole Reaction. The stores offer
highly technical running shoes and men's fashion options, including the largest retail selection of work shoes for the family.
Since taking over Shoe Carnival's development program
seven years ago, Gubser's mission has been to open new
stores at an accelerated pace. Shoe Carnival is now launching between 20 and 30 locations each year but Gubser expects that rate to climb as the company rolls out new concept stores. In addition to its strip center and mall locations,
Shoe Carnival is developing a third prototype: a smaller
store in the 4,000 to 6,000 square foot range designed for
county-seat type of communities where Shoe Carnival currently has less presence. "We're doing that to address some
of the smaller communities across the country and get closer
to our customers," Gubser explains.
The first of the small prototype stores opened in Blytheville, Ark., and Shoe Carnival is working on a second
one in Marion, Ind. "We have high hopes for that concept,
that we'll be able to build as many of those each year as the
standard-size stores," Gubser says.

porting expansion. The company is entering markets such
as south Florida as well as Philadelphia, where it opened
seven stores in the past year. While Shoe Carnival continues
to evaluate new markets, it is filling out the areas it currently serves. "We are a conservative company fiscally," Gubser
says. "We self-fund all our development work. We're careful
about our real estate selection and how we want to expand."
This self-funded approach to real estate helps Shoe Carnival
better manage the ups and downs of the economy. Gubser says
it has also given Shoe Carnival the ability to be flexible when
opportunity arises. "We are capable of deciding on something
and moving on it with an agility that I think has been unmatched by the other companies I've been associated with," he
adds. To help guide that growth and real estate decisions, Shoe
Carnival has developed a model program that calculates sales
projections for target sites and even entire markets.
Even as e-commerce becomes a bigger part of the company, Gubser believes physical stores will remain a vital
component of attracting customers. "The question is always
asked, 'Is there room for retail stores in the coming years in
the market?'" Gubser says. "We're still confident that people
like the excitement our stores offer, browsing shoes and trying them on right then and there." O

Online Presence
On average, Shoe Carnival stores stock approximately
28,000 pairs of shoes, which allow each location to have
both a broad assortment and a depth of sizes. Managing that
volume of inventory requires a state-of-the-art distribution
center coupled with an industry leading information system
that tracks daily sales and automatically replenishes stock for
delivery the following week. Shoe Carnival's multi-channel
capabilities allow customers to shop in any way they desire,
be it from the comfort of their home or in any of the more
than 400 brick and mortar locations throughout the US.
The new online shopping and store prototypes are supNovember/December 2015

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Table of Contents for the Digital Edition of Retail Merchandiser - November/December 2015

Contents
Retail Merchandiser - November/December 2015 - SCover1
Retail Merchandiser - November/December 2015 - SCover2
Retail Merchandiser - November/December 2015 - Contents
Retail Merchandiser - November/December 2015 - S2
Retail Merchandiser - November/December 2015 - S3
Retail Merchandiser - November/December 2015 - S4
Retail Merchandiser - November/December 2015 - S5
Retail Merchandiser - November/December 2015 - S6
Retail Merchandiser - November/December 2015 - S7
Retail Merchandiser - November/December 2015 - S8
Retail Merchandiser - November/December 2015 - S9
Retail Merchandiser - November/December 2015 - S10
Retail Merchandiser - November/December 2015 - S11
Retail Merchandiser - November/December 2015 - S12
Retail Merchandiser - November/December 2015 - S13
Retail Merchandiser - November/December 2015 - S14
Retail Merchandiser - November/December 2015 - S15
Retail Merchandiser - November/December 2015 - S16
Retail Merchandiser - November/December 2015 - S17
Retail Merchandiser - November/December 2015 - S18
Retail Merchandiser - November/December 2015 - S19
Retail Merchandiser - November/December 2015 - S20
Retail Merchandiser - November/December 2015 - S21
Retail Merchandiser - November/December 2015 - S22
Retail Merchandiser - November/December 2015 - S23
Retail Merchandiser - November/December 2015 - S24
Retail Merchandiser - November/December 2015 - S25
Retail Merchandiser - November/December 2015 - S26
Retail Merchandiser - November/December 2015 - S27
Retail Merchandiser - November/December 2015 - S28
Retail Merchandiser - November/December 2015 - S29
Retail Merchandiser - November/December 2015 - S30
Retail Merchandiser - November/December 2015 - S31
Retail Merchandiser - November/December 2015 - S32
Retail Merchandiser - November/December 2015 - S33
Retail Merchandiser - November/December 2015 - S34
Retail Merchandiser - November/December 2015 - S35
Retail Merchandiser - November/December 2015 - S36
Retail Merchandiser - November/December 2015 - S37
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Retail Merchandiser - November/December 2015 - S40
Retail Merchandiser - November/December 2015 - S41
Retail Merchandiser - November/December 2015 - S42
Retail Merchandiser - November/December 2015 - S43
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Retail Merchandiser - November/December 2015 - S47
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Retail Merchandiser - November/December 2015 - S49
Retail Merchandiser - November/December 2015 - S50
Retail Merchandiser - November/December 2015 - S51
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