I love Allen-Edmonds shoes. For guys like me who like shiny shoes, they are the best, and we're pretty crazy passionate about them.
So how do they make $2.5 million extra?
Put free shoe shines back in the stores (they used to offer this). Offer to shine any shoes, not just their brand.
- 32 company-owned stores x 25 shines per day = 5,600 new visits/week
- Sell 5 extra pairs per store per week = 8,320 new sales/year
- 8,320 sales at $300 each = $2,496,000 in new revenue
I actually think this is conservative. At a big store, they could have 100+ visitors per day.
The lesson:
- Give your customers a reason to visit your store.
- Give them a reason to tell their friends to visit.
- Give them a reason to drop by even when they're not ready to buy. They'll buy someday.