With the Back-to-School selling season entering its crucial, final weeks, a new 17-page report from ExpertVoice on “Why Retail Strategies Are Failing” finds that only 32 percent of surveyed consumers find today’s crop of retail associates helpful when they are making a product purchase. But nearly 95 percent of respondents said small or local retailers have sales associates who are helpful or knowledgeable. REI and Cabela’s scored 89 percent and 88 percent, respectively.

“From initial awareness, to the active consideration process, leading through to conversion, consumers need the right balance of assistance and advice—yes, even in the age of online shopping,” suggests the report.

The survey points out that two-thirds of shopping today, excluding groceries, is done in a brick-and-mortar location with 79 percent of respondents purchasing items in those locations every 4-6 trips “because of a helpful sales associate.”

With 68 percent of respondents intending to do the same amount of brick-and-mortar shopping in 2019 and 13 percent vowing to do more next year, the survey finds that 79 percent of consumers head to the store instead of a mobile device “to experience and see products.” Another 49 percent cite “instant gratification of purchasing in real time” as their primary reason for shopping traditional retail and 44 percent do so to avoid the shipping fees that may be tied to an online purchase. Meanwhile, only 20 percent said they rely on retail associates for product advice or recommendations. Perhaps that’s because 56 percent said they are unable to find a helpful retail sales rep when browsing in-store.

Nonetheless, 61 percent of respondents told ExpertVoice that it is important for retail associates to provide them with product recommendations. The most important attributes for a retail associate, according to those surveyed were: customer service (86%), product knowledge (80%), store knowledge (75%), category/activity knowledge (46%), personalized product recommendations (33%) and experience using the products themselves (33%).

“For many considered purchases, tangibly understanding what makes a certain product a better fit for their needs trumps the convenience of ordering it online,” states the report.

The nation’s best sit and fit independents were recognized last week at Footwear Insight’s fourth annual Gold Medal Service awards breakfast, held during the FN Platform show in Las Vegas. This year’s award winners — the largest class yet — comprised 77 shops from around the country.

Nominated by vendors and industry insiders, selected stores are mystery shopped and graded on more than 20 customer service elements throughout the store visit, including greeting, the fit process and ease of checkout. Those shops scoring more than 70 points (out of a possible 100) are awarded the Gold Medal Service Award. For 2018, four stores — Chandler’s Walk Shoppe, in Salt Lake City, UT, Tops For Shoes in Asheville, NC, Modern Shoe in Provo, UT, and Walking Comfort, Centerville, UT — all received scores of 100 (or better, thanks to a bonus question) and were named winners of the Waldy Award presented by Waldläufer. Retailer Lamey Wellehan of Auburn, ME, an Auburn staple since its founding in 1914, was awarded the Hoka One-One award for Community Service.

View the complete list of the 2018 Gold Medal Service Awards Winners online at: www.footwearinsight.com/goldmedal

For expanded coverage of the Gold Medal Service Awards, see the next issue of Footwear Insight

Ben Hogan Golf Equipment Co. last week, on what would have been founder Hogan’s 106th birthday, reported that its direct-to-consumer business model for custom, hand-crafted irons and wedges has exceeded internal sales projections. The Fort Worth, TX firm is now planning to introduce several new product lines in late 2018 and early 2019, including the Forth Worth Black, PTX and Edge forged iron sets.

Fila Tennis, in time for the U.S. Open, is introducing two traditionally-inspired collections. Both the women’s Heritage and men’s Legends feature a combination of classic FILA themes and colors. One star is Heritage Sparkle Dress inspired by a similar 2003 Fila NYC showstopper that features a shimmery, breathable fabric that shines as it moves. On the men’s side, the Legends Collection will be worn by tennis stars Marin Cilic, John Isner and Sam Querrey among others. All Fila tennis athletes, men and women, will wear the brand’s Axilus Energized Limited Edition Pro 1 shoes, designed to match the respective collections.

The tennis industry will meet for the 11th annual Tennis Industry Association (TIA) Tennis Forum on Aug. 27 at the Grand Hyatt New York. The 90-minute event will feature research of the state of the industry and recognition of the 2018 Tennis Industry Hall of Fame inductees—the late Vic Braden and Jim Fromuth, founder of distributor Fromuth Tennis.