There are obvious benefits to endless aisle technology, click and collect and a single view of stock. However, there are other in-store considerations when trying to improve customer service.

How to increase speed of service in-store? How to increase customer and staff satisfaction? Online and offline considerations continue to blur, as ecommerce benefits from bricks and mortar, and vice versa.

Stuart McMillan, Deputy Head of Ecommerce at Schuh, is a regular commenter on the Econsultancy blog and kindly showed a few of the Econsultancy team around Schuh's Marble Arch store in London last week. 

With in-store customer experience and flexible fulfillment increasingly on the agenda for retailers, here's a round-up of what I learned from Schuh.

In-store tech for improving customer service

Schuh Marble Arch uses scanner stations throughout the store.

Some are enabled for use by the customer, whom in busy periods can check the stock level of a particular shoe in a particular size.

Some of the stations are enabled for staff, who use them for the same purpose, but can also place orders for a customer, perhaps next day delivery of an item that isn’t in stock, or can use stations with a card machine to process payments away from the till.

The main use of these stations, however, is by staff requesting pairs of shoes from the stock room.

Here’s how the system works: 

A store associate scans a display shoe and then requests the colour and size required by the customer. These requests are shown on large screens in the stock room downstairs and stickers are automatically printed for each request, bearing the store associate name and the SKU.

A picker takes this sticker and finds the right shoes, placing the sticker on the box. The picker then puts the box on a conveyor belt that takes the shoe up to a small room off the shop floor. The store associate pops into this room a minute after making the request and the box is sat on the conveyor belt.

The whole process can be as quick as 30 to 45 seconds.

conveyor belt

So why does this improve customer service?

The store associates don’t have to run up and down stairs and through the stock room. They aren’t sweaty and breathless when returning to the customer.

Crucially, associates do not have to leave the shop floor for five minutes, hunting a single pair of shoes. The system ensures associates can stick with the customer for almost the entire sale, ‘selling the shoe’ before it arrives, finding out more about the customer and answering questions. 

This sytem allows an associate to comfortably serve three customers at once and increases conversion for stores like Marble Arch. Typically a new store will convert (that's percentage of footfall who buy) around five percent of people in the door.

Marble Arch, when we were there, was converting at 19%, and I’m told on opening it was doing 15%.


One of the Schuh scanner stations includes a POS, which enables the sending of an e-receipt. In its Covent Garden store, Schuh also uses a payment system not dissimilar to Apple’s, allowing mobile and virtual POS throughout the store.

E-receipts are not provided by many retailers at the moment, but this may be one of the areas where store efficiency blends with customer expectation, as consumers expect proof of purchase to be easily accessible and storable.

Schuh has a 365 day returns policy, so the e-receipt gives sufficient longevity for the returns lifecycle.

In-store tech for improving staff satisfaction and company culture

This in-store system has a dashboard function that allows sales associates to view the store sales and conversion rate, and their personal shoe requests, sales and conversion stats as well as those of their colleagues.

Although associates are not working for commission (their salary is higher than average for this type of work) this system has helped to provide associates with motivation, sparking competition between associates and, crucially, stores.

This transparency is combined with a store culture that is friendly, personable and allows the associate to sell shoes without any stock phrases.

Schuh includes customer reviews on the store locator page for each individual store. The holy grail for store associates is to provide service good enough that customers want to leave a testimonial on the Schuh site or via social media.

The business benefits of a single view of stock

Schuh has had a single view of stock for a number of years.

This allows stock to be picked from anywhere when purchased online, with the store I visited getting three ‘lifts’ each week.

This obviously benefits sales, as the ecommerce operation can sell from all stock. This helps to get rid of niche or sales stock and also creates some space in store stock rooms at busier periods such as Christmas.

The reserve and collect functionality is beneficial for stores, too. The stock will be found in store and reserved, before confirmation is sent to the customer.

If only one pair is left in store, and this pair is slightly shop-worn (precluding the stock from being sold as ‘buy and collect’ or delivery), getting the customer into the store allows Schuh to sell that pair at full price (if the damage is so superficial, the customer doesn’t mind) or to offer a discount. This helps in selling stock.

schuh reserve and collect

Ben Davis

Published 28 April, 2014 by Ben Davis @ Econsultancy

Ben Davis is Editor at Econsultancy. He lives in Manchester, England. You can contact him at, follow at @herrhuld or connect via LinkedIn.

1246 more posts from this author

You might be interested in

Comments (2)


Clare Evans

It's great to see tech being used in such a seamless, natural and customer-focused way in store. So many brands and retailers are guilty of using digital integration for the sake of it but this example from Schuh proves how brands can - and should - be doing so effectively.

It's especially interesting to see how they're taking a multichannel approach to integrate their online and in-store strategies to offer a winning experience.

I'm interested to see how - if at all - other brands and retailers learn from this and see how similar concepts will creep into our stores. I for one think this is definitely the way forward and a great benchmark for other brands to learn from.

I hope this is something that will be rolled-out across more stores in the Schuh retail estate.

over 4 years ago

Stuart McMillan

Stuart McMillan, Deputy Head of Ecommerce at Schuh

Ben, it was a pleasure to show you around, I'd like to publicly thank the store manager, David, and the rest of his team for doing a great job of demonstrating what schuh are all about! While we have some great systems in place, without the great people implementing them it would all be for nothing.

We're always looking to improve, all suggestions gratefully received!

over 4 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.