The Forgotten Art of Personalized Service

One thing that online retailers and big box stores cannot provide is highly personalized service, and I had forgotten the wonder of that level of attentiveness and expertise. My running shoes were wearing out and it was time to replace them. As is the case with many consumer goods, there is a dizzying variety of choice, and finding the best option can be a bit overwhelming. I've done the whole research-to-death thing, and quite frankly I'm a bit tired of it, so I decided to hit a store that specializes in running shoes, and I'm glad I went. 

I chose my spot, and the sales guy provided the exact expertise I need. We started by verifying my shoe size with a podoscope, which measures not just foot size, but arch height and other smaller details to provide a more customized fit. Next they asked me to run on a treadmill for a minute so they could record my running gait, again to find shoes that would match my body type. In this instance, they were looking for indication of excessive ankle rolling. From there, we discussed the frequency, distance and terrain of my typical run, and then Andy brought out about a half dozen shoes for me to try. Next, I walked around the store directly comparing different shoes. Wearing one of each shoe allowed me to directly compare and contrast, making it easy to select the best shoe for my needs. He also showed me inserts and socks to try out. The inserts didn't do anything for me, but I did pick up a pair of socks.

Another really cool item to note:  I was prepared to pay a small premium for the additional service, but was pleasantly surprised to discover that prices were in line with far larger competitors.  In fact, I received a discount for being a veteran, so I actually paid less.  It was great to rediscover the forgotten art of personalized service.