Start Up Blog

Theatre & customization – Active feet

I was recently enthralled by the in store theatre of local Melbourne sports shoe retailer Active Feet. In fact it was much more than theatre. It was service, theatre and attitude. The store is owned and run by podiatrists.

We walked in the store and the first thing the store assistant did was introduce himself, and ask if we’d been in the store before. When we gave the ‘yes’ response and name, he asked to be excused for a few moments and went out the back to check the computer. Upon his return the assistant asked how the flat feet were going, how the particular joggers purchased worked out, and even how boot camp was going. It wasn’t contrived, but I could sense in the tone of voice and body language that this guy cared. I could sense it. All humans can, we can sense people who are faking it.

After this we moved onto the walking machine to assess the feet with some pretty impressive podiatry tools. He then went onto recommend some shoes to try based on the treadmill assessment and a mutual discussion. All of which can be seen in some action shots below.

active-feet-12

active-feet-2

active-feet-3

active-feet-4
How many companies have things like databases and valuable customer information that just sits on a computer somewhere and never gets reviewed, let alone used to great value for a returning customer.

Startup lesson: If we are going to collect information for our customers, then maybe we should use it, and not only use it but customize it.

Oh, we bought the shoes there.

Steve – founder rentoid.com

One Response

Subscribe to comments with RSS.

  1. Farhan Rehman said, on January 5, 2009 at 8:48 pm

    That is what customer service is all about :) It’s good to see people are starting to put these things to good use ;) I hope that their example, and success can start to catch on, with some of the more mainstream companies..
    It will be nice to finally be able to hear from, and see companies using all the millions of bits of information they collect about their customers!
    Thanks for sharing that :)


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 1,205 other followers