For two years, I worked at the best run specialty store in Minneapolis-St. Paul, Minnesota. For seven years after that, I worked for a running shoe brand. In that time, I learned there’s a sizable knowledge gulf between folks in the industry and most consumers. Even many consumers who pay pretty close attention to racing and shoe reviews weren’t always up-to-speed on the latest tech, how a certain brand fits or whether they need a neutral. stability, minimal, or trail shoe.
It’s our own fault. Brands create so many SKUs that it can be hard to keep up with each development. Stores stack so many models next to each other on the wall that it can seem impossible to know where to start.
I can ensure you we didn’t keep things convoluted on purpose. On the brand side, we wanted people to feel like they knew enough about our footwear to confidently buy shoes from our website. In the shop, we knew customers appreciated feeling like they were empowered to pick the right pair. If they felt overwhelmed at our store, we knew, they probably wouldn’t come back.
