Footwear is a multi-billion dollar industry in the U.S., one you would think is dominated by brick-and-mortar retailers. The physical experience — looking at, touching and trying on shoes — would seem to be so personal as to rule out other options. The reality, though, is that people buy shoes through a variety of other channels as well, such as catalogs, email and websites.
One of the biggest striders in the market is The Walking Company. As the slideshow below shows (images courtesy of Who's Mailing What!, the world's largest library of direct mail and email), it markets its shoes and those of its partners as "comfort footwear."
Paul Bobnak is the research director of Who's Mailing What!, the fully searchable database of direct mail and email. Reach him at firstname.lastname@example.org.