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Aug 22, 2017
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M&S rolls out shoe fitting advice service for Back to School shoppers

Published
Aug 22, 2017

With back to school shopping in full swing and ahead of the 26th of August, forecasted the busiest day for footwear shopping, Marks & Spencer has launched a new service in shoe fitting.


Photo: M&S


750 dedicated footwear fitting advisors, trained to understand basic principles of good fitting shoes for foot health, will be available in 36 M&S stores to help parents find the right Back to School shoes for their children. Staff will offer assistance and advice on measurement, fit and style, allowing parents to make a more considered purchase.

This is the first time Marks & Spencer offers this service, and comes as the College of Podiatry releases new data showing that 29% of British children could be wearing shoes which are completely the wrong size. 

“There’s lots for customers to think about to get the kids ready for the new term and properly fitted footwear is an important part of that. We want to be the retailer of choice for parents this ‘Back to School’ season, not just for the kids’ uniform, but for their shoes too, enabling us to grow our market share,” says Niamh De Frinse, Kids’ Footwear Technologist at M&S.

“Our customers have told us that offering a fitting advice service will give them the confidence to make that important purchase with us and if the trial is successful we hope to offer this service at even more of our stores in the future”.

The move is part of a wider effort by M&S to boost its clothing and footwear business. The company hired former Halfords chief Jill McDonald earlier this year to turn around the non-food section, which is under pressure amid a highly competitive retail environment.

This year, Marks & Spencer also increased investment for walk in bra fit and last year feedback from 7,000 customers led to the recruitment of 3,000 more colleagues into departments like suit fitting.

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