Martin Haft

Westminster, MD (USA)
Role(s):
Founder/Owner/Principal

Walk About Shoes

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Location: Westminster
Industry: Retail/Clothing
Year Founded: 2004
Number Employees: 1-10 people
Description: Walk About Shoes is the only women’s full service shoe in Carroll County Maryland. While it can be said that any business that sells footwear in the area is competition, we have no competition in the brands that we sell or the service that we provide. When I decided on the brands that I carry, I not only look for brands that fit a specific need, I also select brands that are not sold in other area shoe stores/department stores. This keeps Walk About Shoes from having to compete on price and protects my margin. My customers understand that they are going to pay a little more for the shoes that I carry, but they also understand that there is value in a quality shoe that is custom fitted to them. My customers understand that the shoe they buy from my store will last and will greatly increase their comfort through the day. I attempted to bring in a lower price brands for the person that did not want to spend $100.00 on a pair of shoes, they did not sell. Part of my learning process was that customers come to me for a specific type of shoe and that is reflected in the brands that I am carrying now. It took some trial and error to come up with the perfect product mix for Westminster; I believe that I have accomplished that task. I have many customers that have never spent more that $40.00 on a pair of shoes, (they have told me), that have tried a pair of ours and have been back for additional purchases. There is no one else in Carroll County that has the 25 years of experience that I have in fitting shoes or the ability to match a customer’s foot type with the correct shoe. I receive many doctor referrals because they know I have the correct shoes and the experience to fit their patients in a shoe that will help correct a foot problem. I have built trust with my customers in regards to matching them with the correct shoe for their needs. I work with customers that have many different types of foot ailments, knee, hip or back problems and it gives me great pleasure when they return to my store and tell me how much of a difference the shoe that I fit them in has made. Many of my customers come by community bus from local senior citizen complexes in the area. Without my store it would be difficult for them to get to a store that services them with proper footwear. Before my store opened, people would have to travel out of Carroll County to Columbia, Towson or Frederick to find quality footwear. My store is located in the center of Carroll County and I attract customers from the entire county. On one side, I have a strong following from Eldersburg to Mt Airy and I have the same following from the other side of the county including Hampstead, Manchester and as far as Hanover, Pa. Westminster has been a great location because it is very centralized and allows me to attract customers from all corners of the county. Once again, I need to emphasize that I have captured a specific market and a specific customer. I am not a store for teenagers looking for the latest styles or the person that can’t recognize the value in a properly, quality fitted shoe. Although, I have an increasing amount of customers that are willing to try my shoes because of a recommendation of their doctor, friends, or based on our ability to educate them. Our main competition in Westminster is the shoe departments in Boscov’s, Belk and Sears, along with Shoe Department, Journey Shoes, Footlocker, and Payless. Each one of these stores have sent customers to my store because of the brands that I carry. (If necessary, I would be happy to write a full description comparing product and service available in these stores compared to mine). Overall, I can tell you that their ability to fit customers and the quality of their footwear do not compare!