In the four years Footwear Insight has presented the Gold Medal Service Awards, only 13 retailers have made the cut every year. These service all-stars know exactly what it takes to delight the consumer, and even more importantly, how to keep doing it day after day and year after year. We asked our four-peaters — a selection of the best footwear independents and regional chains from across the United States — what it takes to thrive in today’s ultra-competitive environment. Here’s what they said.

1) Make it Personal

“My dad, Stan, had a philosophy of being a high-touch business, of making sure the customer walked out with a smile on their face and their feet feeling good. We still say, anybody can sell a pair of shoes, but did you make a friend today?” — Jim Sajdak, president, Stan’s Fit For Your Feet, Milwaukee, WI

2) Ask How You’re Doing

“Talk to your customers to get their feedback and be open to learning. If you ever think you know it all, something will come along and surprise you,” — Nicole Brownell, manager, Feet First Tampa, Tampa, FL.

3) Invest in Expertise

“Being staffed with board certified pedorthists and orthopedic shoe technicians, [and having an] onsite lab to produce custom shoes, orthotics and modifications, gives us the edge needed to survive in today's retail environment. Even our part-time employees are trained in biomechanics, anatomy and footwear construction and modifications.” — Steven Rueda, owner, Turnpike Comfort Footwear, Fresh Meadows, NY

4) Don’t Neglect the Basics

“The store must be clean and organized. The staff must be well-trained and monitored. The footwear selection must be relevant to their market. Create the environment for the customer to want to return.” — Dan Miroballi, co-owner, Miroballi Shoes in Orland Park and Wheaton, IL

5) Have Fun With It

“Training and customer service is extremely important to us, as we realize it is the only differential. We find our best stores have the most fun staff, and as a result it rubs off on the customers and our customers enjoy shopping with us.” — Maurice Breton, ComfortOne Shoes, 18 stores in the greater Washington, DC area.

6) Make Everyone Feel At Home

“We offer a cup of coffee or tea to each customer and this year we have added bottles of cold water for refreshments. Treat everyone with respect and friendliness, same as you would if they were guests in your home.” — Scott Woldruff, owner, Woldruff’s Footwear and Apparel, Goshen, IN

7) Develop Your Own Company Culture

“We initially spend time with every new hire talking about our culture, who we are and what each employee needs to do. Every employee has to have the same attitude for us to be successful.” — Skip Chandler, owner, Chandler’s Walk Shoppe, Salt Lake City, UT

8) Show, Don’t Tell

“We are really good at educating people on why our products will help them by demonstrating and showing them instead of just telling them. A lot of our customers tell us that we took time to educate them about their foot more than anyone has done before.” — Ryan Richard, team director, The Foot Spot, 3 stores in the Greater Kansas City area

9) Put Them First

“Be willing to stand with your customers in good times and bad, and be genuine and real in relationships with your customer. Be willing to say, ‘If you don’t love what you bought, come back and see us.’” — Jim Dament, GM of retail, Schuler Shoes, 9 stores in the greater Minneapolis area

10) Get Your Hands Dirty

“I work the floor myself and try to set a good example. You don’t want to be too far removed from the fitting stool in this business.” — Alex Carr, owner, Tops for Shoes, Asheville, NC

Four-Midable

Stores Recognized Every Year Since the Gold Medal Service Award’s inaugural awarding in 2015.

• Chandler’s Walk Shoppe, Salt Lake City, UT
• Comfort One Shoes, McLean, VA
• Feet First Tampa, Tampa, FL
• The Foot Spot, Leawood, KS
• Happy Feet Plus, Largo, Fl
• Miroballi Shoes, Orland Park, IL
• Phillips Shoes, Charleston, SC
• Schuler Shoes, Maple Grove, MN
• Stan’s Fit For Your Feet, Brookfield, WI
• Tops For Shoes, Asheville, NC
• Turnpike Comfort Footwear, Fresh Meadows, NY
• Valley Sole, Huntsville, AL
• Woldruff’s Footwear, Goshen, IN