A modern shoe store should have a wide range of related products.

Today, the shoe retailer can no longer limit its range to only shoes and bags. Of course, the assortment matrix of the main product must be very precisely selected and balanced, but, as they say, sales are made by more than one shoe and profit is made. A modern shoe store should offer the consumer a maximum of related products, compliment goods and everyday objects that people remember about at the time of buying shoes and which can give a good increase in revenue. The accompanying assortment of the shoe store is huge: shoe care products, insoles and other supporting (orthopedic) goods, horns and shoe holders; cosmetic and deodorizing products for foot leather care; leather goods - belts, purses, wallets, mini-bags, etc .; hosiery; scarves, knitted and scarfs, hats, knitted and leather gloves, mittens; umbrellas; accessories and jewelry, jewelry for shoes. Learning to choose and sell.

Julia Belkina - expert on related products, representative of the Solitaire, NATCH !, Nico, Bergal brands in Russia.

Recently, one of the Russian distribution companies of German manufacturers of care and protective cosmetics for shoes, insoles and accessories for shoes conducted a sociological survey among wholesale and retail buyers of comfortable shoes of the middle price segment - they were interested in how much related products are in demand in shoe stores. Questions were asked as follows:

• Are related products needed at all?
• How versed is the average buyer in their diversity?
• Does the country of production, quality, recommendations of the seller matter when buying?
• Are there changes in demand or are the same products constantly in demand?

The survey showed interesting results:

1. The share of sales of related products in the total sales of shoe stores after the crisis 2015 year is constantly increasing. On average, the figure is called 7-10% of the turnover. It is impressive and motivating.
2. The Russian buyer is quite well versed in the assortment. The seller often does not even have to explain what an impregnating spray is, or why an arch insole is needed.
3. The Russian buyer is following the fashion. He is demanding and appreciates quality. He is willing to spend more money than planned if he is convinced of the merits of the product.
4. Demand has changed significantly in recent years. A significant role is played by the fact that a huge segment is now occupied by sports or semi-sports shoes.

Sports shoes - sneakers, sneakers, sneakers, slip-on shoes - have become an integral part of the wardrobe of a modern person, and this applies to all age categories and all seasons. It’s completely normal to wear sneakers with a business suit and sneakers with a bride’s dress today. Youth walks in sneakers and in the snow. Sports shoes are more diverse than ever. This also applies to the materials from which it is made, and soles, and accessories to it. This trend is clearly visible, for example, among shoe manufacturers who have not traditionally made sports shoes. Now in every collection of even such conservative manufacturers as Gabor or Lloyd, we see a fairly large number of sneakers.

Manufacturers of related products have understood this trend and, accordingly, their offer has become richer.

From cosmetics to jewelry

Conventionally, all shoe related products can be divided into four groups:

1. Means for preserving the appearance of shoes - cleaning, caring, protective.

Among these products, historically, the leadership belongs to moisture and dirt protection products, which protect shoes from any materials from rain, snow, dirt and dust. Especially they are in demand in the autumn-winter period. Care products are available depending on the material of the top: for smooth or velor leather, for varnish, synthetic materials, etc.

Oddly enough, cleaning products have been less in demand for quite some time. The boom in sales of sports shoes has changed the situation. In addition, a white sole has come into fashion. Cleaning products became necessary, as never before, their range changed and expanded. Traditional products in the form of foam are used mainly for classic shoes; for sports shoes, liquid products with a good foaming effect are offered, something like shampoos that can “wash” shoes, removing even stubborn stains and dirt. Dark stripes with light soles can be removed using special erasers. There are tools (for example, the German brand NATCH!) That allow you to clean your shoes both outside and inside, including cleaning the insoles. These products effectively clean light soles, they are equipped with a special brush applicator, with which it is convenient to clean the welts of shoes. In addition, attention is paid to ensure that all of these tools are suitable for TECH membranes, do not destroy their function.

2. Shoe hygiene products.

To ensure hygiene, various deodorants are offered in the shoes. They destroy bacteria, prevent fungal infections from developing, neutralize unpleasant odors in shoes, and keep fresh. Deodorants that work "head down" are now widely used. The bottle is inserted into the shoes, the dispenser is sent to the toe of the shoe, you just need to click on the cap - and the product is sprayed inside the shoe. In addition to such products, there are also special shoe holders that not only maintain their shape and help to dry well, but also protect the shoes from bacteria. It can be pads made of fragrant red cedar or foam mold holders with an antibacterial substance.

3. Inserted insoles and products for foot comfort.

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The objective of this product is to provide maximum comfort when wearing sports shoes, cushioning the foot, relieving shock, preventing the foot from falling off, preventing flat feet, protecting against calluses, rubbing, and irritation. Insoles for sports shoes often have a special relief and are made of high-tech materials.

4. Accessories for shoe decoration.

It can be, for example, beautiful shoelaces. They allow you to give individuality to shoes, decorate, revitalize. Satin laces and lurex laces are now in fashion. Regular sneakers look completely different with such an ornament.

Competent presentation

The checkout area is best for presenting shoe care products. The goods must be displayed so that the cashier can immediately show the goods to the buyer. The product is displayed at eye level so that the buyer has the opportunity to have a good look at it. The display can simply be on a shelf or in a presenter stand. It is better to draw out and highlight separate-season goods so that they attract attention in the first place. If the area and organization of the store allows, you can put the goods on a separate rack, and put it in a prominent place along the movement of customers. Such a rack can be designed thematically for the season - for example, moisture and dirt protection. You can put the rack under a specific brand. In this case, wholesale buyers are often willing to provide the retailer with such a rack for free.

Reasonable range

The accompanying assortment should be rich, but not gigantic. With a very large assortment of goods, the buyer will “drown” in the offer, and the seller is unlikely to be able to explain all the differences in the products. Very often you can see in the store a huge number of duplicating products of different brands. The explanation is simple: suppliers of related products often make retail an offer that stores cannot refuse. The conditions are attractive - the goods are given either with a large installment payment, or even for sale. “Why not take it?” Asks the owner of a retail store. You can take it, but at the same time, not everything in a row, but only what you need. The task is to ensure that the goods are sold, and not dusted on shelves. You can set two similar impregnations of different brands, if they are in a different price category, but you do not need to set six of the same, this will make it difficult for the client to make a purchase decision and not increase sales.

The range should be clear and logical. The so-called “American” display of goods has proven itself well: a large number of pieces are exhibited in rows from each article, which is a seasonal or thematic bestseller. Such a display signals that the product is in demand - therefore, it is exposed a lot. Great demand creates a large supply.

Sales Training

It is better to conduct staff training directly in the store, for example, before starting work, one hour is enough. If these are sellers who already have experience with related products, then training can be built as a role-playing game. First, find out what products sellers themselves consider important, what products they like and why. To refresh or expand the knowledge of sellers about these products. Speak again the arguments for the sale of a product, making special emphasis on the current products of the current season. Then introduce new products, if any. Find out which shoes the sellers consider problematic, for example, because of the upper material, and therefore are afraid to offer care products. At the end of the training, listen to the questions of the sellers and answer them.

If the store has a lot of sports shoes, it is advisable that at least one of the sellers makes a "sports" impression. It’s not about being a young man, it’s not at all a matter of age and gender. Just the buyer, choosing sports shoes, rather, heeds the opinion of a dynamic, sports seller.

The seller is a key figure in the store. Sales of related products are almost entirely dependent on him. His sincerity towards the buyer, the desire to sell what the buyer really needs, his knowledge of the product is the key to success. How to sell? A concomitant product can only be offered after the buyer has selected his pair of shoes. For any pair of shoes you can offer: a care product, depending on the type of leather, a protective impregnation from moisture and dirt, a cleaning product, a deodorant, a shoehorn, an insole-arch support (if the insole is not very good in shoes), a warm insole (if on the yard is winter), an insole against the smell of shoes, a gel insole (if the heel is high), an overlay on the heel (if the shoes are rubbed at the back), heel (for pain in the heel, heel spur), contrasting laces ... This list is far from complete. The main thing is the seller’s attention to the buyer, the ability to identify his needs. We have named a long list of products, but you should always offer only two - and give them to the buyer. If a person took the products and began to review or read the label - half the job is done, most likely the purchase will take place.

This article was published in the 153 issue of the print version of the magazine.