Page 162 - BWM March 2013

162 | Business World Magazine | March 2013
matched with the purpose it is needed, the
customer isn’t going to be happy, so we have
to engage in conversation and help them to
make the right choice,” says Schuler.
And choices are not always simply born
from desire to be stylish, for some footwear
is a vital facet of physical wellbeing. Schuler
Shoes has maintained close working rela-
tionships with many in the medical commu-
nity, frompodiatrists and chiropractors, who
have recommended their patients to wear
specially-designed footwear. Schuler Shoes
not only maintains an inventory of these
types of shoes, but has added professionals
to its staff who are known as pedorthists.
Schuler refers to pedorthists as “pharmacists
of the shoe business.” These professionals are
certified and trained in the use of footwear
and over-the-counter orthotics that address
conditions of the foot and ankle. While doc-
tors make diagnosis, the pedorthist can rec-
ommend the appropriate footwear or type
of insert needed, to better aid the customer.
Schuler says the providing of free foot evalu-
ations and training of staff to accommodate
this customer need has not only become an
essential part of growing the business, but
also a further extension of the company’s