#CNILux: Level Shoes – Successfully Connecting with a Community
As the world’s largest footwear store, Level Shoes clearly has the right recipe for profitability, but it will come as no surprise that it’s not just good business nous that is responsible for its success, but also a mindful approach.
“We started Level because we love the emotion that shoes evoke… and it’s not just women who feel this way,” said Rania Masri, General Manager of the 96,000 square-foot store in Dubai.
This passion for sharing her customers’ love of shoes has resulted in a dynamic approach and one to which communication is central. Having identified the growing demand and trends for bridal, men’s, children’s, and specialist footwear, Masri and her team adopted a number of tactics to deliver a unique experience.
With bridal, it’s all about the small but significant touches at Level (like inscribing the date of the wedding on a shoe and providing a handwritten note from the designer to the bride); with menswear, they have identified three core archetypes (the classic guy, the contemporary guy, and the designer sneaker guy); with children they have created an in-shop experience, complete with laptops and virtual reality devices, acknowledging that the youngest of consumers is the future (not to mention responsible for a predicted $291.5 billion sector by the end of 2018); and for the specialist consumer – who acquires shoes in the same manner a sommelier collects wine – they make sure to stay on top of the latest offering (Level was the first to sell Yeezy trainers in the region) and hold music events to bring the community together.
In other words, it’s about putting the customer at the heart of their plans and being aware that luxury experience needs – and deserves – to be more than click and collect. To that effect, the omnichannel model is one that Masri said is one that no business can afford not to adopt – especially in this GCC region, where 80 per cent of consumption is online.
Masri and her team are moving the footwear industry on – one step at a time.