April 4, 2002 Section: FTR; FEATURES Edition: METRO FINAL Page: 1E Memo:SHOPPING
HAPPY FEET ARE BROTHERS’ THANKS HOLLY HANSON FREE PRESS COLUMNIST
It’s hard to be happy when your feet hurt. Paul and David Tomlinson, the brothers who run FootwearFootcare Inc. in Warren, know that well.
Their store serves those whose feet need special care — men and women who have diabetes, arthritis, muscular dystrophy or other conditions that make it hard to find shoes that fit well.
“You’ve got to have patience, because when someone has to try on 20 or 30 pairs of shoes here, you can get frustrated,” says Paul Tomlinson. “But then you get the letter from a customer who says, ‘I was having a lot of pain, but I feel a lot better. You guys are great.’ That’s our little thank-you.”Because of their specialized knowledge and devotion to customers, the Tomlinson brothers win this month’s Free Press Service Star, which honors exceptional retail service. They are the first winners to be nominated by two unrelated customers.
“It’s like a shoe store from your childhood — very old-fashioned looking, but they really make shopping for shoes a good experience,” says Ellen Barton, an English professor at Wayne State University, one of the customers who wrote to nominate the Tomlinsons. Barton shops at the store with her daughter, Maureen Kraut, 12, who has cerebral palsy and needs shoes to accommodate her leg braces.FootwearFootcare is a family business, started in 1975 by the men’s parents, Dr. Horace Tomlinson, a podiatrist, and his wife, Frances. Both brothers grew up working at the store, though David studied chemical engineering in college.
Both are board-certified pedorthists, which means they are trained in foot anatomy and the construction of shoes and orthotic devices. They also know how to adjust shoes to provide a safe, comfortable fit.”We kind of think of ourselves as pharmacists, but we dispense footwear rather than pills,” says Paul Tomlinson, 37.
They also dispense a great deal of TLC. After all, many of their customers come to the store because their feet hurt.”It’s worth taking the time,” says David Tomlinson, 31. “When they come in unhappy and go out with a smile on their face, that makes you feel really good.”
Perhaps their hardest task is helping customers find shoes that are comfortable and somewhat stylish. The recent popularity of square toes, thick soles and low heels has made that much easier, David says.And at least one fashion-conscious customer has helped the store keep its selection up-to-date.
“I’m their unofficial fashion consultant because I’m a little edgier than their normal customer,” says Lisa Rutledge, an administrator for Oakwood Healthcare System in Dearborn, who needs shoes with support because of a mild case of muscular dystrophy.Rutledge, who also nominated the brothers, is a fan of the Munro brand. In the past, she’d had to ask the store to order Munro shoes for her, but the Tomlinsons have caught on to her style.
“There have been two times now where I’ve called to have shoes ordered and they’ve said, ‘We knew you’d like them and we’ve already ordered you a pair,’ ” she says.Paying attention to customers is a key to the store’s success, the brothers say. And so is a willingness to solve problems. If the shoes they sell don’t fit or feel good, the Tomlinsons will make adjustments until they do.
“Service is it,” Paul says. “This is what we are.”FootwearFootcare Inc. carries women’s sizes 4-14, AAA-EEEEE, and men’s sizes 6-15, AA-EEEEE. The store, at 28743 Ryan Road in Warren, is open 9:30-5:30 Tuesday-Thursday, 9:30-7 Friday, 9:30-3 Saturday. The brothers are there every day. Call 586-575-9802.
Tell us about great local salespeople and the service they provide. Include your name and daytime phone number.By e-mail: shopping@freepress.comBy fax: 313-222-5397By mail: Attention, ShoppersDetroit Free Press600 W. Fort St., Detroit, MI 48226
