Superfeet® and their retail partners are working towards a shared goal of helping the end users of their products experience a life free from foot pain, so it’s natural for them to encourage consumers to visit a nearby store for a custom fit. That’s why the Superfeet team created a digital retail marketing campaign all about shopping local and driving consumers into independent retailers for Small Business Saturday® – where they could have a personalized shopping experience.
Small Business Saturday took place the Saturday after Thanksgiving and saw record levels of reported spending with an estimated 104 million U.S. consumers reporting shopping or dining at local independently owned businesses, according to American Express and the National Federation of Independent Businesses.
As a Corporate Sponsor of Small Business Saturday, founded by American Express in 2010 to help strengthen local economies, Promoboxx encourages our brand partners, like Superfeet, to run paid ad campaigns with their independent, specialty stores that remind consumers to spend their dollars in local communities. Superfeet helped to support their retailers in the spirit of this holiday, and Jessica Spencer, Marketing Specialist at Superfeet, shared with our team why retailers are important to their brand.
Tell us a little bit about the history of Superfeet.
Superfeet was founded in 1977 as the Sports Medicine Division of Northwest Podiatric Laboratories. For more than 40 years, we’ve been creating innovative products featuring the doctor-recommended Superfeet® shape, helping millions of people worldwide experience unparalleled comfort, pain relief and performance.
We’re best known for our wide variety of over-the-counter insoles but recently built the Superfeet shape into a full line of comfort-focused footwear, too. We’re a 100% employee-owned company located in the beautiful Pacific Northwest.
Why do your retailers uniquely understand your consumer?
How something feels under your feet is highly personal — what feels just okay to one person might feel fantastic to another. It’s why we make such a wide variety of products, each designed to provide a different feel underfoot. It’s also why our retailers play such a key role in the Superfeet experience.
Our retailers are the ones connecting with consumers in-store, helping determine which insole is right for them, gathering feedback and making personalized recommendations. That connection with the individual consumer is a critical part of how a consumer experiences our product and a key success factor for our brand.
How does Superfeet support independent retailers?
We strive to be the very best partner to our independent retailers that we can possibly be, we work to always do what’s right to deliver products and orders that are on time, accurate and exceed our retailers’ expectations. Funding local advertising through initiatives like Small Business Saturday is a win-win-win for us because it helps our retailers, it helps our brand, and it helps our consumers get the very best Superfeet experience.
Check out the great consumer engagement with the campaign!
What is the best part about working with retailers?
The diversity! We make products for a wide variety of retail channels and it’s always great to be able to work with a diverse group of retailers and store owners. Each retailer has a unique set of needs that often pushes us to think outside the box with our marketing efforts. However, within that group of retailers, it’s refreshing to know that we’re all working towards a shared goal: helping the end users of Superfeet products experience a life free from foot pain.
Why do you shop locally?
Because it’s one of the best things I can do to keep my dollars local, connect with my neighbors and embrace what makes my community unique.
We are proud to have Superfeet as a partner in the ever-growing #shoplocal movement! Are you ready to invest in digital marketing for your local retailers? Find out more about Promoboxx.