In this issue, celebrating our 11th Annual Gold Medal Service Awards, we recognize the best independent retailers who are delivering outstanding customer service. It’s the third year in a row that we have had more than one store with the top score. So what does it actually take to deliver outstanding service? There are over 23 criteria that our secret shoppers use to rate their experiences in your stores.

It starts with the greeting—warm, genuine, and immediate. The moment a customer steps through your door. A smile with just a little enthusiasm truly goes a long way.

Store associates aren’t just handing boxes to customers. They are gathering information—sometimes information the customer doesn’t even realize matters. “What will you be using these shoes for? Where do you tend to feel discomfort?” Questions that help uncover the need behind the visit. When associates take time to understand the customer’s story, they’re able to offer solutions that genuinely fit.

A strong sit-and-fit experience starts with measuring both feet, noticing arch type or any pressure points, and watching how the customer stands or walks. It should include shoe choices. Not too many, not too few—just enough to help your customer compare and discover what feels right. The associate might say, “I brought out three options based on what you told me,” and then explain why each pair was chosen. And the magic happens when the customer tries them on—walks around, feeling the difference in cushioning or support.

It includes suggesting insoles and socks, because these items genuinely improve alignment and comfort. A well-chosen insole can transform a good shoe into a better one. When associates explain the “why”—not just the “buy”—customers understand the value and trust the recommendations.

While the fitting chair may be where the relationship starts, the cash register is where it’s confirmed. A genuine “Thank you for coming in today” reinforces that the customer’s choice mattered. Asking for an email or phone number shouldn’t feel like marketing—it should feel like a courtesy. “Would you like an emailed receipt? It makes exchanges really easy.” It should not just be about collecting data, which is important, it should be about making your customer’s life easier. Loyalty programs should also feel like a benefit, “You’ll earn rewards on today’s purchase automatically” or by letting them know when new styles of their favorite brands are available, placing the emphasis on a long-term relationship. And, don’t forget “We’d love to see you again whenever you need another fitting.”

People remember how you made them feel. And when they find a store that treats them with respect, expertise and kindness, they don’t just come back—they send their friends and family too.

We are thrilled to recognize and celebrate the best
sit-and-fit retailers in 2025 for your outstanding customer service: treating every customer like a guest, every fitting like an opportunity, and every pair of shoes like a chance to improve someone’s daily life. It’s that human touch that you all do so well.

-Jeff Nott, Publisher