Page 169 - BWM March 2013

March 2013 | Business World Magazine | 169
they still want customer service.”
Schuler says, at the end of the day, servic-
ing customers is what most connotes to suc-
cess. “Our customers want quality shoes that
are good fitting, that are comfortable and
have good style, and we have to constantly
challenge ourselves to make sure we are pro-
viding that,” says Schuler. “But it still comes
down to how we are serving them. We have
to do it better than anyone else. If they don’t
see the value in our service, they’ll go some-
where else.”
As for other Schulers, one can find them
working nowhere else but at the family busi-
ness. Schuler and his wife Nancy have four
children (age 27 to 48, fourth generation)
who, along with three of their spouses, are
dutifully tending to store customers. He
also has two nephews and two grandchil-
dren (fifth generation) that work with him.
He considers the opportunity for a family to
work together “as a real blessing” and says,
given the family input, Schuler Shoes can be
expected to continue as a family-led, family-
friendly enterprise for many more years to
come.