As a specialist it's very important to offer a high quality, friendly and knowledgeable service. This will help to differentiate your shop from its competitors. For example, you might consider taking a course in shoe fitting. Having a qualified fitter will lend your shop extra credibility and might help you to build up a reputation for fitting children's shoes, or helping those with unusual size feet or other special shoe requirements.
You may also be able to gain an advantage by offering extra services. Any service which is not available elsewhere will help to bring in customers. You could consider offering:
- a bespoke made-to-measure service (as an agent for a specialist manufacturer)
- shoe cleaning and repairs (either carried out in-house or subcontracted out to a specialist)
- key cutting and engraving, which are traditionally carried out by heel-bars
Don't forget to advertise the fact that you offer specialist services - either on your website or in your shop window. Make sure any promotional material or adverts carry details too.