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The World Wide Web
is a powerful tool that can be harnessed by the
shoe repair trade for two purposes -- to
increase sales through a broader reach of
customers and to provide support within the
trade.
There is a huge
online retail market, for the shoe repair trade
to tap. According to Computer Industry Almanac
and CIA’s World Factbook, more than 206 million
users in the United States and Canada (64
percent of the population) have online access.
Retail spending is growing at an annual rate of
21 percent, forecast to reach over $105 billion
in the United States by 2007 (Jupiter Research).
Most customers
will search for a business by using a search
engine. The most widely used search engines are
Google,
Yahoo and
MSN
(Nielson/Net Ratings, Jan. 2004). Many customers
go right to the yellow or white pages to search,
either by using a search engine or a site such
as
www.yellow.com.
For a typical
search, the customer would go to the search
engine site and type in “shoe repair” or the
name of a particular shop. Even if you do not
have a web page, or do any online retail sales,
subscribing to the online yellow pages allows a
customer to find your address, phone number, a
map and driving directions.
For those who want
to have a web site, there are a multitude of
ways to get started. Many companies that host
e-mail will offer a web site with a limited
number of pages for a nominal price. Check the
business services sections of popular sites such
as Yahoo, Google, or MSN.
Designing a web
site can range from simple to very complicated.
The price can vary just as widely. You might be
able to find a high school or college student
who would love to design a web site for
relatively little money just for the experience.
An advertising agency can do a stunning job with
graphics. Whoever designs your website needs to
know how to ensure that the site is picked up
during searches. If you need resources, you can
go to
www.amazon.com and search books on search
engines.
To help with
design, look at as many sites as you can. Make
note of what is attractive about each site, its
ease of use and what makes it unique. Here are a
few sites to use as examples:
www.shoeshinebox.net -- This is a single
page that Jim McFarland put together for
successful holiday sales last year.
www.nushoe.com -- This site features strong
brand recognition, and online shoe repair
program.
www.quickcobbler.com – mail order link on
home page, stresses quality and craftsmanship.
www.myershoe.com – niche marketing, repairs
trampolines (next door to trampoline store).
www.hartlandshoes.us – click on one of
Gene’s Project links to see step-by-step
repairs.
www.seattleshoe.com – packed with consumer
information.
Professional
Resource Sites are fewer in number but
invaluable. Here is a sampling:
www.ssia.info – Shoe Service Institute of
America, information for the consumer and the
professional including a shop locator, listing
of manufacturers and wholesalers, and “Shop To
Shop Talk” – a site that everyone in the shoe
repair business should visit. The SSIA site is
currently undergoing a revamping. Check it out.
www.shoerepairnetwork.com – organization of
shoe repair shops, shop locator, product
information, message board.
www.vibram.us – go to the shoe repair link
for a Shop Locator, Vibram Repair Catalog,
custom ad templates and paycheck stuffers.
www.twoten.org – dedicated to the footwear
industry, regardless of whether you are a member
of their organization or not. Check out their
social services and education programs links.
They have provided more than $10 million in
educational grants to children of workers in the
footwear industry in the past 35 years.
The Internet can
be an invaluable tool, fostering greater
communication and education. Let’s take
advantage of its power! |
