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Business Spotlight: Shoe Carnival's goal is to make shopping fun

Sierra Lillo of Waukesha spins a prize wheel showing discounts in the newly opened Shoe Carnival store located inside Brookfield Square Tuesday, Aug. 26.

Sierra Lillo of Waukesha spins a prize wheel showing discounts in the newly opened Shoe Carnival store located inside Brookfield Square Tuesday, Aug. 26. Photo By Peter Zuzga

Aug. 26, 2014

Area youth who dread back-to-school shopping may change their tune if they visit the recently opened Shoe Carnival in Brookfield.

"From the upbeat, cool music we play over our loudspeakers, to the games designed to help customers save money, Shoe Carnival is a fun environment," said general manager Edward Iacono. "It's just an exciting place to shop."

Located in the Sears wing of Brookfield Square mall, the Evansville, Indiana-based family footwear retailer carries nearly 30,000 pairs of dress, casual and athletic shoes from 75 brand names, including Nike, Asics, and Nine West, plus accessories, such as handbags, insoles and socks.

While the competition may boast a similar selection, they fall short, Iacono claims, of achieving Shoe Carnival's unique shopping experience.

"Ours is truly a one-of-a-kind store, with a number of features," he said. "Shoe Carnival's 10,000-square-foot display area includes a basketball hoop to keep kids busy and happy while their parents shop. We also have a 'Big Money Wheel,' which lets customers save from $2 to $5 off a purchase, or win a prize. In addition, our shoe perks rewards program allows them to earn points on each product they buy. And twice an hour, we have sales — announced over a microphone — where customers can receive discounts on an item if they buy it within the limited time promotion."

One particular sale, Iacono said, is Shoe Carnival's back-to-school promotion: buy one pair of shoes and take home a second pair for half off.

Customers are "treated very well here," said Edward. "Our friendly and helpful sales associates take great pride in taking the time necessary to ask the proper questions that will satisfy our customers' footwear needs."

Shoe Carnival operates about 400 stores in more than 30 states and Puerto Rico.

JUST THE FACTS

Business name: Shoe Carnival

Address: 95 N. Moorland Rd., Brookfield

Phone: 262-641-9250

Website: shoecarnival.com

General manager: Edward Iacono

Incorporated: 2014

Type of business: Retail footwear

Pearls of wisdom: Surprise in store

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