Shoe Guy: When the Shoe Doesn't Fit

Rules for returnees

October 27, 2009

Shoe Guys communicate among themselves, usually via email listservs, about running shoes and the runners who love them. Make that the runners who love their shoes most of the time. Every once in a great while, a runner doesn't see eye-to-foot with his new shoes and, yep, the Shoe Guy gets caught in the middle.

A respected colleague, who is still earning his rookie wings in the business, recently sought the advice of other Shoe Guys: "Is there a certain point when you cut off a customer who continually returns stuff? We have a guy who just returned his third pair of shoes in the last two months, along with three pairs of premium insoles. We've spent a ton of time with him each time but he keeps coming back with complaints. Should I keep working with him or just give up?"

And everyone thinks Shoe Guys have it easy. Just show up at the shop every day dressed in running gear, hang out, and talk about running all day. Dream job, right? Well, yes, it actually is a dream job, but there's much more to it than just showing up, hanging out, and flapping our jaws. Success is sweet, but failure at what we do is sometimes part of the deal. And we had failed this guy.

Runners don't return shoes that work. They come back because something isn't right, and even if it's no one's fault, it's up to the Shoe Guy to step back into the arena and slay the beast.

OK, so three failed attempts is frustrating for everyone involved, especially if you're the runner who would rather be running than returning. You get a sick feeling in your gut when you head back to your Shoe Guy. You hate to be a pain, but you hate even more the pain caused the shoes that didn't work, again.

Well, you're not alone. Not only has every runner has been in your, ahem, shoes a time or three, every Shoe Guy has been on the receiving end even more often. Trust me, the Shoe Guy takes it personally that he's struck out, but he's grateful for another shot at bringing joy to Mudville. Or at least he should be, and with your help, he'll knock that sucker out of the park.

Be optimistic. When you walk into your Shoe Guy's den, go with the attitude that you know there's a solution, and you want to work with him to find it.

Be engaged in the process. Talk about what worked with the otherwise evil shoes, as well as what didn't. Compare them to a treasured oldie that was a better fit, though it obviously is no longer available as an option.

Be patient. Give the replacement pair a chance to work. Your feet, your legs, and your mind all must go through a period of adaptation to any model you've not worn before. Shoes don't need to be "broken in," but you do.

Most of all, be back. If they don't work, don't give up. If they do work, let the Shoe Guy know. A quick phone call or email will make it easier for him to deal with the next guy who walks in with a return.

A classic return case was the guy who had been a dedicated patron of discount self-service sports stores before a friend convinced him that he deserved to be fitted in a real running store. Shoe Guys love to dazzle graduates from down-market retailers whose fit process consists of a sign that reads, "Shoe Department."

He left happy with his fancy new shoes, but returned a couple of weeks later unhappy. He didn't know why, but the new shoes sucked, and he was better off running in the dead oldies. That's not what's supposed to happen.

We couldn't pinpoint what caused the problem and ended up just trying a different but similar model. They worked, as he later reported, but to this day I have no idea why pair A failed and pair B succeeded. It could have been his positive attitude, or mine, or both.

Shoe fitting success is its own reward (dream job, remember?) but there is the occasional bonus, as another Shoe Guy reported on that same listserv. A runner walked into the store, shoe box in hand, feigning return of shoes she had recently purchased. Instead, inside the box were two dozen chocolate chip thank-you cookies. Success can't get any sweeter than that.
