Schuh has introduced single-shoe purchases across all its stores as part of its wider commitment to disability equity. Customers who require one shoe because of a disability can buy a single shoe, which will be taken from a new pair, and a 50% discount will be applied. The initiative will begin August 30 and those unable to get to Schuh stores can access the same service with the help of Schuh’s customer experience team online or over the phone.
Neil Partington, chief retail officer, said: “Creating an inclusive shopping experience is a key part of our business strategy. I am delighted to be able to roll out single-shoe purchases to all Schuh stores. We have been doing it via our customer experience team for some time, but now, even more people will have access to our hottest brands and products through this inclusive product offering.”
Mintel comment:
“While Schuh's introduction of single-shoe purchases is only targeted at a limited number of customers, its decision to launch it at the end of August to coincide with the start of the 2024 Paralympics in Paris will help to showcase it as an inclusive brand. Schuh has demonstrated a commitment to inclusivity and diversity by using models with visible disabilities in its campaigns and by increasing its more accessible/easy to put on products with more brands, styles and sizes. Given that only 64% of footwear shoppers consider themselves to be brand loyal in 2024, according toMintel's Footwear Retailing - UK, 2024 Report, down from 81% a year ago and that loyalty has waned across all generation and income groups, embracing inclusivity and diversity can serve as differentiators in an increasingly competitive footwear market. Schuh has been growing its share of the footwear market and is closing in on its rival Clarks and offering customisation and a more personalised shopping experience has been key to its growing sales.”
