Server: Netscape-Commerce/1.12 Date: Friday, 19-Dec-97 18:35:04 GMT Last-modified: Friday, 07-Feb-97 16:45:27 GMT Content-length: 3958 Content-type: text/html Top Secret, Confidential Stuff about Just for Feet (Yeah, Right)


THE JUST FOR FEET CONCEPT

When we opened our first store in 1977 in a mall in Birmingham, Alabama, the potential for our concept was still evolving. By 1988, when we opened our first superstore on an outparcel of the Galleria Mall near Birmingham, we were beginning to see the true potential of a totally new way to sell athletic and outdoor footwear. Our goal is to become the leading athletic and outdoor footwear retailer in the world.

DOMINANT SELECTION AND BRAND NAME MERCHANDISE

Our superstores carry a broader selection of athletic and outdoor footwear than any other retail store in the United States. Most athletic footwear is sold by mall specialty retailers, department stores, traditional shoe stores, and sporting goods superstores. None of these retailers dedicate the space and inventory that we do at Just for Feet. A typical mall-based specialty store will carry 200 to 700 styles. Our superstores carry up to 4,500 styles of footwear, including more than 40 brand names. Among the leading athletic brand names we carry are Nike, Reebok, New Balance, Avia, Adidas, Asics, Converse and K-Swiss, as well as outdoor footwear from such leading manufacturers as Timberland and Rockport. The styles range in price from just under $20.00 to over $200.00 per pair and include shoes designed for baseball, basketball, soccer, football, tennis, racquetball, cycling, biking, walking, running, recreational, wrestling, hiking, and golf. We carry these styles in most sizes and widths where available by the manufacturer.

AN ENTERTAINING SHOPPING EXPERIENCE

From the beginning, we wanted our customers to look forward to coming to our stores; to feel a sense of excitement and entertainment about shopping with us. Our stores use bright colors, upbeat music, and plenty of space for our vendors. We added an enclosed half-court basketball court for use by our customers. Over 100,000 people played on the court in our Galleria store in Birmingham in just one year.

The next innovation was a multi-screen video bank on which customers can watch major sporting events while they shop. We also added a snack bar - featuring Chicago-style hot dogs - as one more way of encouraging our customers to take their time and enjoy the shopping experience. To add to the excitement, we have regular celebrity appearances by well-known sports figures such as Kareem Abdul-Jabbar, Bjorn Borg, Charles Barkley, Michael Jordan, and more.

We sponsor creative promotional events such as our Midnight Madness Sale and Our Family Plan frequent buyer program. We have added laser light shows, and other high tech attractions in certain stores to add to the overall feeling of entertainment.

SUPERIOR CUSTOMER SERVICE AND TECHNICAL ASSISTANCE

Perhaps our greatest strength is the level of service and technical knowledge we provide our customers. All of our sales associates are well-trained, knowledgeable, and energetic. We spend considerable time and effort to train our employees about the performance characteristics of the various products.

Our emphasis on service helps distinguish Just for Feet from other large format store which use a self-service format. Our customers can expect prompt, personalized service by a professional footwear sales associate. Some of our stores offer on-site shoe repair as an extra customer convenience. If the shoes are bought from Just for Feet, we will repair the shoes free of charge.


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