In the high-stakes world of retail, customer engagement has often been touted as the cornerstone of success. Neely Woodson Powell, founder and CEO of the Charleston Shoe Company, emphasized this principle in her keynote address at the ICX Summit held in Charlotte, North Carolina. Her insights offer a valuable playbook for brands aiming to strengthen their customer relationships and enhance their market presence.
Over nearly three decades, Powell has developed a brand that stands out in a crowded marketplace. By focusing on selling a beloved product line, empowering employees, and nurturing relationships with customers, she has achieved remarkable growth. However, it is her unyielding passion for retail that she believes has played a pivotal role in her company’s success.
Powell’s journey began in her youth, surrounded by family businesses that prioritized people-centric service. During her presentation at the ICX Summit, which featured a variety of keynote speakers and sessions, she humorously described her company as an “overnight success.” This phrase belies the years of dedication that began in 1996 when she first encountered handcrafted shoes by cobblers in Central Mexico.
Motivated by the design and comfort of these shoes, Powell pursued formal education in shoe design at the Savannah College of Art & Design. She opened her first store in Savannah, Georgia, in 2010, and from there, organically grew the Charleston Shoe Company into a national brand.
Central to Powell’s success is her commitment to customer experience. She notes, “Customers believe in the product as much as I do.” This mutual appreciation transforms customers into brand ambassadors, creating a narrative that feels authentic and magical. Powell’s strategy emphasizes the importance of fostering real, genuine relationships. Her customers are not just consumers; they are treated like family.
By 2019, the Charleston Shoe Company had expanded to 32 retail stores and boasted a burgeoning online presence, including sales on QVC and partnerships with 350 wholesale clients. This rapid growth reflects the effectiveness of Powell’s customer-centric approach, which prioritizes relationships above all.
However, the onset of the COVID-19 pandemic forced Powell to adapt. She temporarily closed her stores and had to furlough employees. Yet, embracing the challenge, she launched a “shoe joy” initiative that donated over 500,000 shoes to frontline healthcare workers. This move not only demonstrated corporate social responsibility but also reinforced the brand’s commitment to community—a value that resonates strongly with consumers today.
The resilience showcased during this period allowed Powell to pivot effectively once stores reopened. By 2021, her venture was more expansive than ever, introducing a clothing and accessories line alongside the footwear brand while establishing a significant retail presence across the country.
As the Charleston Shoe Company prepares to open a new store in the Caribbean, Powell plans to continue a tradition that has become a hallmark of the brand: all employees will wear two different styles of the company’s shoes. This approach serves not only to promote product visibility but also to create an inviting environment for customers, making every visit feel personal and enjoyable. Powell articulates her vision: “I want every customer to come into the store and feel like they’re shopping in their best friend’s closet.”
This dedication to a fun and inviting customer experience transforms shopping into a memorable event. More often than not, customers enter the store wearing their own shoes but leave with new pairs from the Charleston Shoe Company. The essence of this interaction goes beyond mere transactions; it establishes a priceless relationship between customers and employees that fosters loyalty.
Powell’s philosophy could be a game-changer for many retail brands. By prioritizing people and relationships, retail businesses can create a culture that not only drives sales but also builds a robust community around their brand. “We sell shoes, and we’re here to build relationships,” she states emphatically, underscoring that customer engagement should be at the heart of every retail strategy.
For those looking to thrive in the competitive landscape, the lessons from Powell’s journey advocate for a comprehensive focus on customer experience. Effective customer engagement can lead to greater loyalty, and as brands prioritize authenticity, they may find that their customers are more than just consumers—they are key champions for their brand.
The insights shared at the ICX Summit serve as a powerful reminder: in today’s retail environment, where consumer expectations continue to rise, the brands that succeed are those that genuinely invest in their customer relationships, understanding that engagement is not just a strategy but the very essence of sustainable growth.
