Customers like to buy from the expert

Engin Utkan

Customers like to buy from the expert

In London, I visited a sport shoe brand’s shop looking for a comfortable pair of running shoes. These branded shoes are available back home in Turkey, and the price is not bad, but most of the salespeople are not very well trained, which means you are alone when picking the best running shoes for yourself.

I run a 10K 4-5 times a year in various organizations. I usually run twice a week 5K as part of my regular workout. I am a rather heavy runner, with potential knee issues, therefore good shoes are important for me.

At the store I immediately saw a corner equipped with a treadmill, and a computer. I asked whether the store salespeople can take a measurement, so that I can pick the best shoes for myself. The measurement costs 10 GBP, however it is free when you buy a pair of running shoes. My wife and I decided to fill out the necessary forms and get started with the process. It takes only 5 minutes to take the initial measurement. You put on a pair of running shoes, get on the treadmill, run at your regular pace, and a lab expert takes a video of the back of your feet, when running. He plays it to you in slow motion. I saw clearly that I had pronation, and a small twist in my ankle when I put my foot flat on the floor and to take the next stride.

The salesperson recommended a pair with good cushioning to address the pronation. And it had some support around the ankle. I ran again, and watched the two videos side by side. The running motion was much better, and I could see the improvement with my eyes very clearly.

Next, the salesperson gave me another pair with more support and structure around the ankle. I could see clearly that the unwanted ankle movement almost disappeared.

My wife was watching us. She was skeptical at first, but became a true believer by the end of the process. She was also measured, but came out a neutral, therefore she picked a pair of shoes best for this type of feet.

We both were very happy with the whole experience. I ended up buying both pairs. My wife bought a pair. My son who got bored and jealous picked up a pair. We ended up paying quite a bit of money including the three pairs of running socks added at the register.

This shoe brand’s strategy of in-store customer experience works very well. It makes the customers happy, creates sales and reinforces the brand’s expertise in running.

Customers like to buy from the expert. And when they see the evidence, and can get their real world problem solved, it works even better.

Engin Utkan, CEO - Teleperformance Turkey

Original post in Turkish is at https://utkan.com