BUSINESS INSIGHT

Full Service Always Wins TOMA

Alan Miklofsky on How to Win "Top of Mind" Awareness with customers.

By Alan Miklofsky/December 17, 2025

In retail, particularly in the footwear industry, competition is fierce. Brands jostle for attention, online platforms fight for convenience, and discount channels lure customers with promises of lower prices. Yet in this crowded marketplace, one thing remains clear: the stores that win Top of Mind Awareness (TOMA) are those that deliver the best service through unforgettable experiences. Each year, the Footwear Insight Gold Medal Service Awards celebrate retailers who prove that exceptional service—measured in real customer experiences—still wins loyalty and TOMA.

Understanding TOMA: Why Full Service Matters

TOMA is exactly what it sounds like: when a consumer thinks of a product or service, the first name that pops into their head is the one that holds “top of mind.” For shoe retailers, this isn’t just about clever advertising. It’s about building an impression so strong that when someone needs new shoes—or even just thinks about the possibility—they instinctively recall your store. In today’s retail environment, nothing drives TOMA faster or more effectively than an unforgettable experience—wrapped in the package known as full service

Why Service Creates Memories That Last

Exceptional customer service is a rarity in modern retail. Customers often expect indifference, long waits, or rigid policies. When they encounter genuine hospitality, thoughtful assistance, or a store that solves their problems with grace, it stands out. Those experiences are not only appreciated in the moment—they’re remembered and repeated to friends and family.

Full service isn’t just fitting a shoe. It’s creating a shopping journey that feels welcoming, supportive, and hassle-free. It’s about anticipating needs, handling issues with ease, and making customers feel like more than just another transaction. When shoppers receive that kind of care, they leave not only with shoes but with a story—and stories fuel TOMA.

Hospitality: A Welcoming Atmosphere

Hospitality is the front door of TOMA. Prompt, enthusiastic greetings within seconds of arrival—and with a genuine smile—set the tone for everything that follows. Mystery shoppers consistently reward retailers who make every visitor feel immediately welcomed. A clean, inviting store and staff who show genuine interest make the customer feel like a guest rather than a number. Offering a bottle of water on a hot day or remembering a returning shopper’s name makes an impression that lasts. The physical environment matters too. Comfortable seating, good lighting, and clean, well-organized displays contribute to a welcoming experience—and they’re specifically measured in the Gold Medal Service evaluation.

Service After the Sale: Hassle-Free Returns and Exchanges

Nothing undermines customer trust like a retailer who makes post-sale service a battle. A “no-questions-asked” return policy, easy exchanges, and cheerful assistance after the purchase show that the store stands behind its products. Clear signage and receipts showing return policy details further reinforce trust—and even earn measurable points in mystery shop evaluations.

Personalization and Fit Expertise

Shoes aren’t just a fashion item—they’re a health product. Comfort, support, and fit matter deeply to every customer. Measuring or scanning every customer’s feet, asking about the intended use, and tailoring recommendations accordingly are hallmarks of award-winning service. These steps demonstrate professionalism and care that shoppers both remember and score highly.

Maximizing the Sale with Add-Ons

Full service also means completing the customer’s needs beyond the main purchase. Recommending socks, shoe care, insoles, or handbags not only boosts revenue but ensures customers get the most out of their new shoes. Mystery shoppers award points when sales associates proactively suggest insoles, socks, or accessories that enhance comfort. When done sincerely, these suggestions elevate service rather than feeling like salesmanship.

Selection: The Best Brands and Filling the Guts

Hospitality and expertise can’t overcome empty shelves. A true full-service retailer offers the best selection from trusted brands and ensures the “guts” are filled—the core sizes, widths, and popular styles that most customers need. Nothing builds confidence faster than a store that consistently has the right shoes in stock.

Loyalty Programs: Rewarding Relationships

Full service doesn’t stop when the transaction ends. Loyalty programs reinforce the connection by rewarding repeat business. At checkout, a heartfelt thank-you and invitation to return make a lasting impression. Many of the highest-scoring stores also confirm email addresses for loyalty programs or rewards, reinforcing continued connection.

Problem-Solving Mindset

Full service thrives on flexibility. A customer might have an unusual foot shape, a tight schedule, or a special event the next day. Staff who focus on solutions—not obstacles—create lasting goodwill. Problem-solving could mean ordering an unusual size, delivering a pair to a customer’s home, or polishing a pair before a big meeting.

Why TOMA Is Built on Experiences, Not Just Marketing

Traditional advertising can spark recognition, but it rarely builds deep TOMA on its own. A catchy jingle or clever slogan may generate recall, but if the customer associates it with average or poor service, the brand quickly fades. Experiences, on the other hand, anchor memories.

Imagine a customer walking into a store to buy a pair of athletic shoes. Instead of being left to wander, they’re greeted by name, fitted with care, and encouraged to try several options. When one pair doesn’t work, the associate cheerfully brings alternatives and explains cushioning technologies. At checkout, the return policy is clearly explained, and the customer is invited to join the loyalty program. Days later, if the shoes don’t feel right, the return is handled smoothly. That customer will remember the store long after the purchase—and recommend it.

Service That Built Market Share

Consider any of the independently-owned, mid-sized regional shoe retailers competing with big-box and online giants. Instead of slashing prices to stay competitive, they doubled down on service: free foot evaluations, custom insole fittings, generous return policies, loyalty rewards, and deep inventory. Many of these same retailers have earned Gold Medal Service Awards, proving measurable excellence in how service translates into reputation and TOMA.

The Ripple Effect of TOMA Through Service

TOMA generated by full service doesn’t stop with the individual. Customers share their experiences widely. In an era where online reviews and social media amplify every interaction, service excellence becomes free marketing. Mystery shopping programs like Footwear Insight’s confirm these impressions through objective evaluations, verifying that service excellence isn’t just felt—it’s measurable.

Building a Culture of Full Service

Winning TOMA requires consistency. That means creating a culture where service isn’t an occasional event but the core identity of the business. Staff training, leadership example, and constant reinforcement are essential. Employees must be empowered to make decisions that prioritize customer care. When leaders model that service matters more than shortcuts, employees follow suit.

Full Service as a Competitive Advantage

In today’s retail landscape, where price competition is relentless and online convenience is unmatched, brick-and-mortar shoe stores must rely on their strongest differentiator: service. As this year’s Gold Medal Service Award winners demonstrate, stores that deliver full service consistently build not just high scores, but enduring customer devotion.

When customers are treated with genuine hospitality, supported after the sale, rewarded for their loyalty, offered the right add-ons, and consistently find the best selection in stock, they don’t just remember the store—they talk about it, recommend it, and return to it. That’s the essence of TOMA.

Alan Miklofsky is a semi-retired self-described “Professional Shoe Dog” with a distinguished career in the footwear industry. Over the decades, he successfully ran an award-winning shoe business while dedicating 29 years to the National Shoe Retailers Association (NSRA) Board of Directors, including serving as Chairperson from 2009 to 2011. Today, Alan channels his expertise into creating content on issues vital to independent shoe retailers and offering consulting services with a focus on financial oversight. You can learn more about Alan Miklofsky online at: https://sites.google.com/view/alanmiklofskypersonalwebsite/alan-miklofsky

TOMA...

Full-Service Behaviors That Earn Repeat Visits

A great shoe store doesn’t merely sell footwear; it plays host to a brief but meaningful human moment. The kind that nudges a customer’s internal compass back toward your doorway the next time they need comfort underfoot. The magic isn’t mystical — it’s behavioral. Tangible. Repeatable. And yes, it can be taught while keeping your team sounding natural, human, and genuinely helpful.

Full-service excellence starts with presence. Customers can spot distracted energy the way a seasoned buyer spots a bad outsole. When an associate is fully tuned in — eye contact steady, posture open, voice confident — the customer senses they’re in capable hands.

Next comes the fit-finding dance.
It isn’t about speed; it’s about intention. Measuring, asking purposeful questions, suggesting alternatives, and checking pressure points shows the shopper that this isn’t a “grab-and-go” joint. It’s a place where professionals practice an actual craft.

Finally, there’s the exit. A sincere thank-you, a mention of what to expect in break-in, and an invitation to return for adjustments or seasonal needs ties a neat bow around the experience. People return to stores where they feel genuinely cared for — not rushed, not upsold, but understood.

That’s the recipe. Simple. Human. Undeniably effective. ‍

Why Add-Ons Are Service, Not Sales

When a customer walks into a comfort-focused shoe store, they’re not looking for a transaction. They’re looking for relief, support, and someone who actually gets what their feet put them through. That’s why offering add-ons—insoles, socks, handbags, slippers, flip flops, leather lotion, waterproofing spray, met pads, shoe trees—isn’t “upselling.” It’s simply doing the job right.

Think of it this way: If a mechanic changed your tires but forgot to tighten the lug nuts, you wouldn’t call that ‘low-pressure sales’—you’d say they didn’t finish the job properly. In footwear, the companion products complete the solution. They protect the customer’s investment, improve comfort, and prevent avoidable problems. You’re not selling more; you’re preventing returns, complaints, and sore feet.

The best retailers already know this. The store that teaches a customer how to care for leather, or explains why a quality sock transforms the feel of a premium shoe, earns trust—and trust walks people back through the door. Add-ons become evidence that you’re paying attention, not squeezing wallets.

After market insoles don’t just complete the sale—they complete the experience. When a customer walks out with shoes that feel good but come back a week later feeling great because of the insole you recommended, that’s the moment you’ve earned long-term loyalty. Insoles personalize fit, extend comfort, reduce fatigue, and solve problems customers didn’t always know how to articulate. And here’s the magic: insoles wear out faster than shoes, which means customers naturally return for replacements. That return visit opens the door to new shoes, socks, accessories, or simply another positive interaction with your team. By positioning insoles as a comfort upgrade—not an add-on—you’re building a cycle of trust, improved outcomes, and repeat business. In other words, insoles don’t just finish the sale today; they start the next one.

Customers also appreciate when staff connect the dots. “This shoe fits beautifully—if you want it to feel this good next month, here’s what keeps it in shape.” Clear, honest guidance never feels pushy. It feels responsible. And customers can tell when you’re helping them avoid the slow collapse of heel counters or the swampy terrors of cotton socks.

In the end, add-ons don’t define a sales culture—they define a service culture. They say, “We care about the experience after you leave.” That’s what earns repeat visits, rave reviews, and the kind of loyalty money can’t buy.

Independent shoe retailers thrive when every interaction raises the bar. Add-ons aren’t the extra—they’re the follow-through. The finishing touch. The small things that make the big difference.

And in this business, the big difference is everything.