CBJ: Store grows new foot traffic

When the times are changing, it’s time to change.

Jim Norwood, whose New Balance Charlottesville has carried that brand’s athletic shoes for more than a decade, took the middle of the country’s worst recession since the Great Depression as the time to change course and name, adding new style and service to create the new Foot Fitter/Norwood Shoes.

The changes are based on Norwood’s discussions with customers, as well as market research, he said.

The new store still carries the New Balance athletic brand in sizes from very small to extremely large - men’s size 20 athletic shoes are often in stock - but has added a variety of products and services for those with foot issues, including arthritis.

The athletic shoe line has expanded to include the Brooks and Etonic brands and Norwood has invested time and staff in training how to fit shoes with orthotics prescribed by podiatrists and other medical personnel.

“It’s an effort to revitalize ourselves in this interesting economy,” Norwood said, sitting in his show room at 1646 Seminole Trail next to Hardee’s and across from Fashion Square. “One side of the store is dedicated to Foot Fitter and wellness-based products and the other side is focused on athletic and sport shoes, from hiking and running to walking and other activities.”

The store changes came about as competition increased and the economy crashed.

When Norwood opened New Balance of Charlottesville, his main competition was the Ragged Mountain Running Shop on The Corner. Since then, other athletic-oriented stores have opened, including the Charlottesville Running Shop on the Downtown Mall and Dick’s Sporting Goods in nearby Rio Hill Shopping Center.

“The shoe business is very competitive and other stores will try and sell the same brands you sell, if your sales are successful,” he said. “The idea we had was to look to our current customer base and find out what they needed and wanted.”

What they wanted was to shop in one spot and to get a little help.

“They told us they didn’t understand why they couldn’t buy their dress shoes where they bought their sport shoes and that gave us the idea,” Norwood said. “They wanted good products and unique services that they couldn’t find elsewhere and they wanted one place to do it in.”

Timothy Hulbert, executive director of the Charlottesville Regional Chamber of Commerce, said Norwood’s business plan is spot-on for tough times.

“It is exactly the thing to do,” he said. “When things get tight, you have to look at reducing expenses everywhere you can, but you need to pay attention to marketing and sales and not make too many cuts in those areas.”

Hulbert said keeping the business in the public eye is important. So is providing good service and finding new niches or market segments not being served.

“You need to provide incentives for customers to come in, whether it’s in pricing or services or products offered,” Hulbert said. “You want to keep bringing people in.”

Besides fitting prescription orthotics, specialized inserts that address various foot problems are also on the racks. Norwood’s store also includes a computerized sensing device called the Aetrex iStep. The device scans feet for pressure points and arch type while showing the exact size, width and shape of the foot.

Using the device, Norwood’s staff can fit orthotics, inserts and shoes to relieve pressure areas of the foot.

“All of the shoes on the wellness side are adaptable to diabetics who require certain features in their shoes,” Norwood noted. “We work with people who have neuropathy and circulation issues.”

The additional services, however, are expansions of service that Norwood’s staff has provided local customers for some time. The staff long ago was trained in fitting shoes for people with problem feet.

“He’s got a bunch of good people over there, trained pedorthists, who do a good job fitting shoes,” said Dr. Stewart Chang, a Charlottesville podiatrist. The store’s staff has helped to place customized, prescription orthotic devices in shoes for Chang’s patients.

“We want people to wear quality shoes and have the right devices,” Chang said. “We’ve been pleased with New Balance and with their store in the past.”

The changes, Norwood believes, will help his family-operated, independent store survive.

“Independent retailers really have to provide additional values to compete with large chains, because most products can be bought online, as well as in discount stores,” Norwood said. “Our concept is based on providing service and information to customers and not just on selling shoes.”