It’s about more than just selling footwear.

That’s the common mantra that connects all the retailers that have earned a spot on the 2025 Gold Medal Service Award for Outstanding Customer Service list. This year, 90 retailers have earned a spot on our list. These retailers are adept at meeting the many challenges that come their way, and are laser-focused on delivering outstanding customer service every day. As these retailers all tell us, their business is about the people as much as it is about the product.

Honoring the nation’s top independent footwear retailers with the Gold Medal Service Award for Outstanding Customer Service is a tradition we have proudly upheld for over a decade at Footwear Insight.

This year, two stores are tied at the top of the list as the highest-scoring stores of the year — The Heel Shoe Fitters of Green Bay, Wisconsin and Stout’s Footwear of Brownsburg, Indiana. Both stores achieved better-than-perfect scores (104 out of 100, utilizing bonus points).

In 2025, 90 stores have earned a spot on our Gold Medal list, with nine scoring 100 or above! (See the full list of 2025 Gold Medal Service Award winning retailers beginning here.)

To earn a spot on Footwear Insight’s Gold Medal Service Award list, stores are screened and then “mystery shopped,” with only those earning a score of 70 or above making the Gold Medal list. See the criteria for our mystery shoppers online at goldmedalserviceawards.com.

Here, you’ll hear from many of this year’s Gold Medal-winning stores as they talk about their customer service strategies. We also take a look beyond footwear and hear how retailers approach selling insoles, socks and more. (And we’ll have more in our follow-up January/February 2026 issue as well, where these retailers will share insight on how they create compelling in-store experiences. Plus, they’ll tell us about their hopes for the year ahead.)

To all the Gold Medal Award honorees, we salute you!

How to Deliver Excellent Customer Service

Gold Medal winning retailers share customer service philosophies and strategies…

“We treat every customer like a neighbor. We’re not focused on one-time transactions — we’re invested in long-term relationships, trust, and making each person feel genuinely cared for. We don’t just sell shoes — we provide expert foot care. With certified pedorthists on staff, we take time to fully assess, measure, and understand each customer’s needs. Our goal is to help people walk better, feel better, and choose footwear that supports their lifestyle and foot health.

Customer service for us is relating to customers as real people, not just a transaction. We have families who have shopped here for generations because they trust our professionalism and honesty and that is the kind of legacy we want to have.

Specialty footwear is often compared to lower-priced online or mass-retail options. We focus on educating customers about long-term value: expert fitting, durable shoes, foot-health benefits, and repair services that make their purchase last. We emphasize what online retailers can’t offer — personalized care and professional expertise.”  — Dawn Purtle, Peterson Shoes

“We are fortunate to be in a small enough community that building relationships is still possible and, of course, in our ethos, necessary. We strive to make each and every transaction as comfortable and easy as possible, especially returns and exchanges, which will always give us a distinct advantage over online shopping. Our customers have internet sized needs, but in our small town, we have to be a LOT of things to a LOT of different people, we recognize that we won’t always be able to meet every need in house. We have a very liberal special order policy, a full shoe repair shop on site, and always match our vendors’ specials. Our goal is always to get the customer what they need, and if that means walking them down to a competitor to get the proper footwear we don’t carry, we do that.”  — Josh Tarr, American Shoe Shop

“It starts with great associates. Our associates are solution providers and want to help their guests. Over the decades, retailing has faced new challenges, and today’s shoppers have high expectations. By creating trust and adding value, an associate can help meet those expectations.”— Chris Stanley, Lamey-Wellehan

“Our customer service philosophy is simple: offer more than a transaction. We take the time to genuinely connect with customers, understand their needs, and guide them toward the right solutions. Empathy is the foundation of our approach. By building real relationships, we’ve earned multi-generational loyalty—now in our fourth generation of ownership, we proudly serve customers who are also in their third and fourth generation with us.”— Jake Humphreys, Humphreys Bootery

“Our customer service philosophy starts as soon as someone walks into the store. Greeting everyone is rule number one. Start the conversation, don’t wait for anyone to ask for help. Showing our customers our willingness to guide them through their shopping process from start to finish, a one-on-one sales experience that they likely don’t find in 99 percent of the retail stores they walk into…  We hear many people say, ‘if you can’t find a shoe here, you can’t find it anywhere.’ When business is good, we reorder weekly to keep up with demand.”  — Alex Carr, Tops for Shoes

“Our company mantra is ‘We make people’s lives better by making their feet more comfortable,’ and we do everything possible to let those words guide us through all aspects of our service model. It’s something we talk about during the hiring process, the training process, and during our monthly manager meetings. Our most successful employees experience a true sense of fulfillment by finding amazing shoes and insoles that fit our customers’ lifestyle needs, and our customers can feel our passion for improving their lives. Finding comfortable shoes is a big deal for many people, and our customers know they can count on our stores for an amazing selection of products with an engaged staff that is well trained on how to fit them.”  —Holden Nagelberg, Sole Provisions (family of stores includes Sole Provisions, RB Shap Shoes, Pegasus Footwear, Alan’s Shoes, InStep and The New Harry’s)

“Customer service and customer buying habits have changed significantly over the years. The one principle that hasn’t changed is treating every customer with kindness. We encourage everyone on the floor to be as friendly as possible. Recently, I overheard one of our training managers working with a new hire and she told her, ‘Treat every customer as if they a close friend of one of your coworkers.’ I found this to be so refreshing, and I had not thought about it that way before but, it makes total sense.”— Dave Van Dis, V&A Bootery  

“Customer service is our number one priority. We are constantly striving to give the customer the best shopping experience when they are in the store. We know that everything affects that shopping experience and we work on that daily. From greeting the customers to making sure that the store is clean and appealing, to offering bottled water to everyone. All of our staff members take pride in helping our customers.”  —Lisa Gonzalez, Randy’s Shoes

“Listening is the No. 1 ingredient of customer service. Just listening, engaging, and being understanding to customers’ issues is helpful. Once we know the customer’s need we can get the perfect footwear for their feet. We also want to welcome the customer into the store and make them feel relaxed. Be friendly and have a positive attitude.

We want to address the individual needs of each customer... it could be things like narrow or wide feet or specific foot problems. If we have to go through the entire stock room to find that shoe, we will.”—Amy Becker & Staff, Becker’s Best Shoes

“The Chiappetta Shoes Mission is to be the first step when solving foot pain. What that means at a store level is having the team and the ability to offer quick, effective, and price conscious solutions to foot problems. Our sales philosophy is rooted in looking at everything as a ‘problem-solution’ basis, even for casual and dress shopping events. Getting to know the people, building trust, and getting them comfortable enough to share what’s going on in their world with a stranger. It’s not easy to do in a very short period of time. With that being said, everything matters in creating that comfort zone; environment, posture, physical contact... it all plays into getting people to open up. I like to say this is art just as much as it is science and everyday is an opportunity to hone your craft.” — Tony Chiappetta, Chiappetta Shoes

“We aim to bring joy to the purchasing experience. So many of our customers come in with foot pain and expect to have few or no options. We love to delight them with unexpected items that work for their specific needs.”— Helen Reid, The Walk Shop

“People are the heart of our business, both the customers who walk through our doors and the team members who bring our experience to life every day. Our approach starts with listening. We take the time to understand each customer’s needs, ensuring they find products that genuinely support their lifestyle. At the core, we don’t just sell shoes. We help people feel better, move better, and live better — one perfectly fitted pair at a time.”— Justin Kehrwald, Tradehome Shoes

“Our store philosophy is to treat our customers the way we would want our families treated. Every person that walks through our door is treated with respect and care. We are here to serve. Without our loyal customers we wouldn’t be where we are today.”— Erika Boger, Boger’s Shoes

“The level of service we provide to the customers that walk through our doors is the main reason we are able to be in business. Our store is not in a typical shopping area so anyone who comes to our store has to make a decision to come. We realize you can purchase shoes lots of places, and we approach everyone with all these things in mind. The people we serve most of the time come for help. They are interested in our knowledge about our products and what we feel will give them the most comfort and durability and we try to deliver on that.

My employees share their knowledge but more importantly offer kindness, empathy and a listening ear for the issues they are having. We know the best way to interact with anyone is to listen and ask questions. I believe part of our success is just acknowledging the person and just showing basic kindness. I have a quote in my office by Maya Angelou, ‘I’ve learned that people will forget what you said, forget what you did, but people will never forget how you made them feel.’ Thinking about that as you approach your day brings it all into perspective for me. I say to my staff, ‘Selling shoes is easy, just treat people the way you want to be treated.’ Seems simple, but I feel very effective.”— Melissa Walker, Walker’s Shoe Center

“We greet warmly, seat the customer, measure their feet, ask the right questions, and bring out solutions, not just shoes.” — Jim Dament, Schuler Shoes

“The customer is always first and our job is to educate.” — Alex Maltezos, Tenni Mocs

“We treat our customers as we would hope to be treated. We go above and beyond to make sure every customer is treated with respect and courtesy. We do everything we can to make sure our customers leave happy and feeling that they made the right choice to shop at Montano’s.” — Ed Montano, Montano’s Shoes

“One of the first things customers notice is how welcoming our staff is as they enter our store. We feel that every customer should be greeted warmly as soon as possible after entering the business. Our associates are terrific about this. We want our customers to feel appreciated and that we are there to help them with their footwear needs. A cheerful attitude and an offer to help them find whatever they are searching for allows for a great shopping experience. That, along with knowing our products and unique features each provides, gives them confidence that they are making a great purchase.” — Shari Kowasic, Solely Comfort

“Our customer service philosophy boils down to a simple fact — people can buy shoes anywhere... So we have to offer something that you can’t find on the internet or in big box stores, which is a personalized and hands on experience. That includes measuring and fitting, extensive product knowledge, and experience with common foot ailments. We train our staff to listen more than they talk, to ensure that every customer is heard and walks out happy!”— Tammy Wellington, Earth Walk Shoes

“Our customer service philosophy is simple: Treat every customer the way we would want someone to care for our own family. Great service starts with listening. Every customer walks in with different needs, so we take our time, pay attention, and guide them toward the right solution.

A few principles we live by: Be present and greet people with a smile. We want customers to feel welcome and understand what brought them in. Be knowledgeable - our expertise is what sets us apart, and customers should feel that difference. Be patient and honest - if a customer likes the way a shoe looks but it doesn’t fit we say so, good fittings shouldn’t be rushed.”— Andy Vanderloop, Vanderloop Shoes

“Our customer service philosophy is built on the belief that every interaction is an opportunity to create trust, loyalty and long-term relationships. Our goal is to provide service that is personal, proactive, and consistently reliable, ensuring customers always feel valued. I have always said that what we do is a ministry of which our main goal is to help people feel better and give the consumer the confidence to travel their journey, whatever that might be!  Customer needs are our focus and with the different brands we carry we are able to meet most of those needs. To aid us in continuing to meet those needs, we are always on the hunt for new brands that extend our ability even further. ‘Be present. Be helpful. Be human.’ You can’t get that online! This can only be attained through an in-person experience.”— Brenda Felger, Felger’s Footwear

“Our customer service philosophy is simple but deeply rooted: Customers are people first. Every person who walks through our door is carrying something — excitement, pain, stress, fear, or a goal they’re trying to reach. Our job isn’t to sell them something; it’s to take care of them. That means pausing, listening, and delivering a level of service they didn’t expect but will never forget.

We follow a relationship-first model. Shoes wear out, styles change, but relationships bring people back. We use a simple mantra throughout the day: ‘Treat every customer like they’re the most important person in the room.’ And we back it up with three core principles: Meet and Greet - We welcome people warmly, give them space to ‘land their plane,’ and get to know why they’re here. Make it Personal - Learn names. Build connection. Create small moments that matter. Solve, Don’t Sell - We never push products. We solve problems. Whether it’s foot pain, running injury, a job requiring 8-hour shifts on concrete, or a parent shopping for their kid’s first pair of real sneakers—we help people get to a better place.”— Ted McGreer, Ted’s Shoe and Sport

“We hang our hat on ‘one customer at a time,’ We talk about and work hard on connecting with the person not just as a customer but as a human. We treat them like a friend or a neighbor. We actually pay attention and try to get to know them.” — Craig Jarrard, Brown’s Shoe Fit Co. Fort Dodge

“Our whole approach to customer service comes down to one idea: Every foot deserves to feel good. Our team is trained to slow down, listen, and actually help people find what works for them. That might mean doing a full 3D foot scan, comparing a few different models, or talking through what hasn’t worked in the past. We want every customer to leave feeling confident and not rushed.”— John Seliga, Seliga Shoes

“We intertwine a little bit of the old school with the new school... We have our mounted double Brannock, but we also have the scanning part of our business where we have the state-of-the-art Aerex foot scanner that gives a little bit of the wow factor. For us that’s the retail theater part of it. Beyond creating personal relationships in the retail industry, these days people want to engage. When you’re measuring feet, and you’re talking about the arch and then you’re talking about the foot scan and all the sensors that take pictures of your feet, and they’re able to engage with you, that is fun.

We look at customer service in three sections — there is personal relationships, being relatable, building that friendship. Then there is the retail theater part of it, the measuring, the scanning… and then you have the value adds, the things that make it so special to go into a store versus buying online. It’s putting shoes on a guest and tying their shoes, showing them lacing techniques for their safety boots or their running shoes. The hands-on tutorial/educational part of our consumer experience keeps us relevant.”— Markus Lopez, Beck’s Shoes

“We like to say that we provide luxury customer service across a spectrum of price points. Even though we are not a true comfort, run specialty or boutique environment we make sure that we provide the level of fitting expertise, product knowledge and style guidance that one would expect in those spaces — just a true, old school, sit-and-fit environment. We tend to overstaff to maintain the level of one-on-one service we like to provide, and we are a strict no cell phone, no hanging behind the cash wrap, always be engaging kind of store, like  a welcoming living room of a dear friend. Our service mantra is the ‘quickest path to yes,’ meaning that our team is empowered to make decisions in advocacy of the customer experience.”— Ryan & Lanne Stauffer, Market Street Shoes

“Our philosophy is simple: treat people like people, fit with real expertise, and make the experience enjoyable. Our No. 1 core value is We Have Fun!, and customers feel that energy the moment they walk in.”— Shawn O’Neill, Comfort One Shoes/Saxon Shoes/Happy Feet Plus