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January 13, 2006

Shoe Shine Guy

ShoesI am too lazy to shine my own shoes. So when I am in a Nordstrom store I stop by the usually very quiet, very empty shoe shine stand.

I always figured that Nordstrom runs shoe shine stands as marketing tools, to reinforce their brand message of quality shoes and incredible service. At $2.50 a shine for a labor-intensive service offered inside, off the street, how can there be enough customers to call it a business?

There probably can't be, if you think of it that way. But a walk through a different Nordstrom shoe department taught me that you don't have to think of it that way.

At this Nordstrom the shoe shiner had all his seats occupied; when he saw me nearby he called out that he would be available quickly.

Once seated, I asked the young man if he shined shoes full time. "Yes," he told me, "it is how I make my living, and I appreciate your business." When I lamented that I lived too far away to visit regularly, he suggested I drop off a bag of shoes when driving by, promising quick service. He gave me a card and offered to shine shoes I mailed to him. And as he worked he kept recruiting customers from passers by, queuing them up and keeping the seats filled.

He got a good tip, and I got more than a good shine: I got another lesson in how a little hustle and a great customer service attitude can line up business at the quietest of locations.

Posted by Bob Pritchett at January 13, 2006 4:00 AM

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