Shoe Clinic - Running The Show

With a dozen stores already established around New Zealand, Shoe Clinic is becoming a sizeable retail franchise. Now the sports and fitness footwear company is looking for more franchisees to expand its presence on high streets and in malls nationwide.

Shoe Clinic's success is based on focus, service and real knowledge of their customer's needs. It's an approach that is typified by Nelson franchisee Brett Meehan, who opened his Shoe Clinic store almost two years ago. Brett was new to retail, having been a physiotherapist for 13 years both in New Zealand and overseas. When the time came for a change he wanted an opportunity to build a real asset but with a link to what he knew best. ‘I'd developed a strong interest in fitness and sport and I wanted to stay in that area and use my experience,' he says. As part of his search for a new career, Brett discovered the benefits that franchising offers. ‘I liked the idea of having buying power, proven systems and franchisor support while still having the freedom to be my own boss. Shoe Clinic offered everything I was looking for.'

Shoe Clinic franchisees are trained to find exactly the right product to suit each customer's body, level of fitness and type of sport. The company's directors have both wholesale and retail experience in the business and they maintain a couple of company-owned stores to stay in touch with the market. ‘In fact, I still fit a couple of customers myself each day,' says director Neville McAlister. ‘I'm a strong believer in hands-on management and that way I not only keep up with technical consumer demands but can also spot any new opportunities available to our franchisees.' And that day-to-day involvement is reflected in the thorough franchisee training programme which includes product knowledge, fitting techniques, retail management and business skills.

As a result, all Shoe Clinic stores offer a 30 day money-back guarantee. ‘You might have to throw a pair of shoes away occasionally, but the pay-back in consumer confidence is immeasurable,' smiles Neville. But he is keen to emphasise that there's more to Shoe Clinic than a good deal. ‘We're expanding not just because of our personal service, but because our franchisees know what they're talking about and take the time to explain things to our customers. If somebody has a weak ankle or suffers a recurring injury when running, we can suggest the right shoe to help them continue enjoying their sport. That's a great feeling.'

Real Advantage

A former Aucklander, Brett says Nelson has been good to him. ‘It's probably easier to open a business in a town where you're already well-known, but I get referrals and repeat business which is a good sign of customer satisfaction. Many of those referrals are now coming from personal trainers, physios and podiatrists - in fact, Shoe Clinic places a lot of emphasis on its scientific approach and believes in building good links with medical professionals. Because of this, although there are other sports shoe stores in town, Shoe Clinic has a real advantage.'

While Brett acknowledges his own background has been a help in understanding the technical side of the business, other franchisees have no such experience. ‘The training teaches you what you need to know,' says Brett, ‘which in my case was retailing. Sure, I do one-on-one fittings but I still have to close the sale,' he says. ‘There's not much point in being in business unless you make a profit.'

Outstanding Support

Brett Meehan speaks highly not just of the initial training that he received but of the ongoing support that has enabled him to build a thriving business in Nelson. ‘Right from the beginning I felt welcome as part of the Shoe Clinic team, and ever since there's been a constant flow of information to keep me up to date with new products, new ideas, marketing promotions, business improvement and so on. I've had outstanding support as a Shoe Clinic franchisee.

‘Mind you, it was made very clear to me from the beginning that I was expected to work in the business rather than hiring a manager and disappearing to play golf three days a week. That's fair enough - it's actually hard graft getting a new business established but you learn every detail along the way so you really are in charge. Of course you have a good week one week then get taken down a peg or two the next, but that's the same in any retail business. It just makes you try harder.'

Brett says he wouldn't hesitate to do it all again. ‘The franchise system gives you a good start but it's still up to me as an individual to generate an income and get people's confidence, and I love that. I haven't been disappointed with the progress of my Shoe Clinic store for one minute.'

‘The cost of establishing a Shoe Clinic store is around $250,000 depending on lease and fit-out details,' says Neville McAlister. ‘New sites are available in popular locations throughout most of New Zealand, so if you've got an interest in sport and fitness and a burning ambition to succeed in retail, call me now.'

This advertorial is taken from Franchise New Zealand magazine Volume 16 Issue 3

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