Beyond just footwear, independent shoe retailers often have plenty more to offer their customers on the product side. Insoles and socks are particularly valuable for independents because they not only have high margins, but they also add value to the transaction, helping the consumer truly feel the comfort that the right fitting and “feeling” footwear experience can provide.

But as brands, retailers, and consumers will tell you, the art of “selling” or “introducing” insoles in particular into a sale can be a delicate one. Product knowledge is key, that’s clear. Insoles often have deep technical stories, and the price tags can seem high to a customer.

We asked some of our Gold Medal winning retailers their take on the topic, and here are a few key things we learned about how they approach the category.

1. Ask Questions

Understanding how to talk to customers about insoles is something that retailers who take the category seriously pour plenty of time and effort into. At Beck’s Shoes in California, staff training includes a lengthy portion focused on insoles and accessories. On the salesfloor, associates will talk to consumers about things like plantar fasciitis or sciatic nerve pain, spinal distortion and body alignment.

“When we’re at the foot scanner, we are always asking questions,” says Markus Lopez, COO, Beck’s Shoes. “We train our team to turn their back to the screen and talk to the guest because you have their undivided attention.”

At Solely Comfort in Virginia, owner Shari Kowasic says, “We will typically have a discussion with our customers if we feel that the addition of an insole will provide a better experience with their footwear. Most are very receptive to this and usually end up purchasing the insole and will continue to purchase additional insoles in the future. We carry insoles from various brands to meet the unique requirements of each customer. Customers really appreciate having options.”

2. Believe in the Category

“We believe in this part of the business, and we pour into it,” says Lopez. “If you get that insole, that sock and that proper footwear, you have now gained maximum comfort between the combination of those three. We believe in the life changing part of that business — what insoles and socks can do for you as a consumer.”

Inserts are not just an add on business, they are a solution to foot, knee, hip and back pain, affirms Helen Reid, owner, The Walk Shop, Berkeley, CA. “Instead of offering a huge selection, we sell two PowerStep inserts, one with med support and one with memory foam that adds cushion,” she says. “Our demographic skews more mature so our customers love the added cushion. We average sales of two PowerStep inserts per day, every day! Our staff brings them out, offers the customer a try while touting the benefits, pops them in whatever shoes they are trying, and the comfort sells them. PowerStep are the real game changers. We also carry and sell quite a few 3/4 pedag inserts for dress shoes, too.”

3. Increase the Ticket, While Enhancing the Comfort

“Insoles, socks, and shoe care products are an ever-growing segment of our business,” says Tammy Wellington, owner, Earth Walk Shoes, Flowood, MS. “It’s an easy way to increase your average ticket and make the overall experience better for the customer. I stress to my staff that insoles and socks are a bonus in the comfort department. The shoes should already be comfortable, but factory insoles are often an afterthought. OTC orthotics from companies like Aetrex are a great way to maximize the comfort of your shoes and provide a more customized feel. And people really underestimate the power of a great sock. Feetures provides try-on socks, and more often than not, customers ask what they are and buy a pair!”

Adds The Walk Shop’s Reid, “Insoles are not inexpensive, so most customers start with a single pair but often return to buy multiple more, so they don’t have to switch them out. Accessories are quite valuable as they account for just over 10% of our business and maintain a 60% margin.”

4. Show & Tell

Having a scanner in store is also a great way to engage with customers, retailers say, even if a sale isn’t being made. “We might be rooted in history at American Shoe Shop, Inc., but we also embrace technology using the Aetrex Albert foot scanner to scan, intrigue, educate, and accommodate as many feet as we can,” says Josh Tarr, owner, American Shoe Shop, Wenatchee, WA. “Not so much as a sales tool, but more to engage with new and returning customers in a way that sets us apart from the crowd.”

Dave Van Dis, president of V&A Bootery and run specialty shop Mitten Running Co. in Michigan, says, “We seem to have better luck at our run specialty store with getting customers on our digital foot scanner. When we start the process with them on the scanner, our conversion rate for insoles is much higher. As far as socks go, we see  a higher conversion rate when we mention/show them during the transaction instead of waiting until the end.”

“We will offer to have the customer try out the appropriate insole with their footwear so they can feel the difference it makes,” says Shari Kowasic, owner, Solely Comfort, Winchester, VA. “Much of our footwear already comes with great insoles so it may not be necessary with every shoe.”  

5. Customers Love Extras!

Having baskets of try-on socks to “demo” from the store’s top sock brands is one way to get customers interested. A promo offering a sock as “gift with purchase” (GWP) is another way to make the consumer feel valued.

“Occasionally, we will offer free socks when they make a shoe purchase,” says Kowasic. “This provides for a very positive experience for the customer and most of the time they will buy more of the same socks upon their next visit.”

“Customers love an extra,” affirms Tarr. “Extras come in all shapes and sizes and aren’t always physical. The benefit to a relationship-based customer experience is that you can have a much better insight to what makes that customer tick. We keep a stash of items handy all the time as well as items to help kids stay entertained and have even partnered with local breweries to make tokens to have one ‘on us.’”