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A campaign success story
The Clarks Odd shoe service - how it all began!
My name is Ros Harrison and I joined the STEPS team of staff in October 2005, job-sharing the post of Information officer.
Little did I know that a chance conversation with a Clarks shop assistant in December would start this particular ball rolling! I had taken my 8 year old daughter for new school shoes, hoping to find some in the winter sales. Whilst measuring her feet, the very helpful assistant commented that she had a half size difference. My daughter wondered if that meant she would need shoes in different sizes - the assistant reassured her that - size difference is quite usual and can be easily accommodated with one pair of shoes of the same size. This prompted me to ask the assistant about demand for Clarks' odd sized service, to which she replied that a recent memo had come from Clarks HQ saying the scheme was to be withdrawn. She expressed her personal regret about this and said it was apparently for economic reasons.
On my return to the office after the Christmas break I wrote to Clarks HQ for clarification and they did indeed confirm that the scheme was no longer viable for them and that there was falling demand for it.
Very soon STEPS started to receive telephone calls and emails from parents discovering for themselves that the scheme had been stopped with no warning. They were understandably worried about the additional costs they faced in having to purchase two pairs of shoes each visit, as well as annoyed about the lack of notice and the unsympathetic approach of some Clarks staff. Our PR company launched a campaign in the media and several local radio stations and regional newspapers ran sympathetic stories.
At one point I contacted a major high street retailer for help, only to find 4 large boxes of childrens shoes delivered to our small office without warning! After a lot of sorting out by one of our fabulous volunteers, we discovered that apart from one or two exceptions, they were all left feet!
In the meantime,there was still no word from Clarks, whose sole response (no pun intended!) to anyone who contacted them to complain was to reiterate the fact that this was not cost-effective anymore and that there was falling demand. At this stage our attention in the STEPS office turned to finding alternative sources of odd sized shoes for the families who were still contacting us looking for help. We compiled a list of companies which would make shoes to measure, accommodating the difference in size at no extra cost, and we put a 'swop' facility on our website to try and offer a solution. Some retailers helpfully offered a small discount if two pairs were required for medical reasons but the fact remained that there was no satisfactory alternative to being able to go into a high street store, knowing that there would be some assistance offered without explanation or fuss.
We continued to get calls and emails on this - it was not an issue which was going to go away - and yet the media campaign appeared to have run its natural course - and then Mandy Kerr, a parent who was concerned about Clarks' lack of response contacted Watchdog to complain. Watchdog picked pu the story and Mandy suggested they contact the Steps website to see the depth of feelig from all you parents - and suddenly it was all systems go: liaising with parents who had a good story to tell and were prepared to be filmed for the programme (gulp!), getting in touch with our good friend and ambassador, the actor Eric Richards, who kindly agreed to be filmed (presumably not so terrifying an experience for him!) and working with an MP who had also picked up on the debate and was prepared to get involved. The programme went out on Tuesday 4 April. The story was really well put together, Watchdog explained the history of Clarks in some depth and had some good footage (there I go again - sorry!) of children of differing ages who need different sizes of shoe - includng a feature on Mandy and her son Kieran. At the end of the feature, it was announced that Clarks had agreed to reinstate the service. A press release from Clarks says: when we realized the strength of feeling that this decision had aroused we felt that we should make every effort to meet our customers' needs. When we realized that the withdrawal of the service was causing real problems for some of our customers we felt that we should respond. As the Watchdog presenter said, their feature seemed to be the 'straw that broke the camel's back'. Without the STEPS campaign and the willingness of parents to get involved, say their piece and be featured in various media articles, Clarks would not have 'realized the strength of feeling' and would not have been urged to reinstate the service.
So finally a RESULT! Well done to everyone involved, just show what people power can achieve!
Ros Harrison
Steps BBC Radio 4 Appeal
Sunday 26th March at 07:55 & 21:26 and repeated on Thursdays at 15.27
Picture of Frank Gardner recording the appeal.
Frank Gardner, OBE, BBC Security Correspondent is making the appeal on behalf of steps. In 2004 he was shot six times at close range by Al-Qaeda terrorists in Saudi Arabia and his cameraman was killed. After many months in hospital he returned to the BBC to resume his job. Now in a wheelchair, Frank empathises with the issues around mobility and was happy to support our mission to give all children the best chance to gain their maximum mobility. Help us to make this a successful appeal to raise much needed funds to support our community education and support programmes.Please tell your friends and relatives to listen in. |