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"Boots on the ground" is military-speak for assuring the presence of combat troops at the point of conflict, relying on manpower in the field of battle rather than airpower or other means of waging war with machinery rather than men.
"Boots on customers' feet" would be an appropriate expression for the sales objectives of army/navy retailers.
Fortunately, all sorts of footwear are suitable for sale in the army/navy store, including military, tactical, uniform/work, casual, outdoor sporting and the athletic shoe.
The broader appeal of a given type of shoe (such as the athletic shoe), the more competition the army/navy retailer will have to face. In the athletic shoe category, it will be generally more difficult to sell the popular and "approved" brands than in other footwear categories.
In fact, when selling specialized footwear such as work, hiking, hunting and tactical, the army/navy retailer must focus on selling top brands since their appeal is based more on function than fashion, and customers will expect nothing but the best boot for the task.
Knowing what brands to stock (and what sizes) is half the game. Knowing how to sell them is even more crucial.
Run for the money
The basic running shoe enjoys a following divided between the casual non-runner and the serious running/speed-walking enthusiast who cares more about the technical details of the shoe than about the social acceptability, brand, color or appearance.
For the serious mover and shaker, the right athletic shoe conforms properly to the wearer's foot and is designed to feel comfortable after hard use. It is also important that the shoe is designed to work with the wearer's running style.
Well-made running shoes will help the wearer's feet compensate for deficiencies the mechanics of how they move, such as running too much on either the outside or inside edges of the feet. Some athletic shoes are specially designed with corrective construction to offset these tendencies.
Retailers can explain how better-made shoes will help wearers maintain healthier postures, running styles and musculo-skeletal health. These benefits also help justify the higher prices of top brand athletic shoes.
When a customer comes in to purchase a new pair of shoes, a retailer should begin the selling process by checking the wear pattern on the customer's shoes. This will help the retailer identify the customer's walking pattern and guide the customer in the selection of the new pair towards a shoe that offers corrective or complementary support for the walking style that the pattern exhibits.
Trail travails
Hiking and related footwear are other on-target items for the army/navy retailer.
Comfort, durability, protection, moisture resistance and weight are all key factors in the selection of the appropriate hiking boot or shoe.
The more intense the activity, the more rugged the boot. For example, mountaineering boots should be built more solidly than day hiking shoes.
Lighter, more breathable shoes often do not provide as much water-resistance as heavier, more rugged boots built for rockier terrain.
The retailer should then stock all three basic types of hiking footwear; lightweight, midweight/backpacking and extended backpacking/mountaineering footwear. After all, there's no business like shoe business.
author: BY MARK HAWVER