Shoppers make tracks to new Beaver Dam shoe store

February 15, 2018 GMT

In any kind of survey of what the city of Beaver Dam needs to have, a shoe store emerges as one of residents’ top picks.

That desire was answered when Shoe Sensation opened in the Heritage Village Shops, 1645 N. Spring St. Although it’s a bit hidden by the projecting Joanne Fabrics storefront, the vast store contains shoes for people of all ages, in a wide range of sizes and all styles, and in the mid-priced range that most buyers will appreciate.

“We have really great prices,” said store manager Becki Silcock. “We are affordable. We have the name brands, but not so much the name-brand prices. We like to give great value in small communities.”

Beaver Dam was a logical choice to open a store, according to Silcock. The local store, part of a chain located in 17 states, opened Oct. 6.

“We like communities in rural locations,” said Silcock. “We had a location in Fond du Lac, but Beaver Dam is more the size of community we prefer.”

Although most of the stock is on the sales floor and those who wish to help themselves may do so, the store also offers full service.

“Here we get down on the floor. We’re putting shoes on kids. We’re putting shoes on the elderly. Just the other day a woman came in a wheelchair and I grabbed a bunch of shoes and helped her out. She left with four pairs of shoes and three pairs of socks. We’re happy to help people chose the perfect shoe and the perfect fit. That’s what we’re known for.”

Since sizes vary from one manufacturer to another, Silcock can help prevent the frustration that such variances create.

“I don’t look at sizes anymore,” she said. “For me I start with the kids and work through the adults.”

Selection is vast.

“We cater to the entire family,” said Silcock. “We have men’s shoes, women’s shoes and kids’ shoes. We have athletic shoes, fashion shoes and work boots. We have so much to choose from and something for every need.”

Brand names include Under Armor, Nike, Clarks, Sketchers, Basics and many others. Stock is always changing and expanding, both online and inside the store.

Other products include a large line of shoe care products, socks, backpacks and more.

In addition to standard sizes, the store includes many wide widths and sizes ranging from infants to men’s size 15. Rare sizes and special shoes may be ordered as well.

The store has a layaway plan that has proven very popular with its customers, according to Silcock.

“It really helps families cope with those expenses,” said Silcock. “It has to be $50 or more, $20 down and 60 days to pay. You don’t have to make any installment payments or anything like that.”

Silcock said that customers appreciate the store’s service and selection, and have given her positive feedback.

“People have come in on their own or have been referred here by others and are very positive about the experience,” Silcock said. “We all work very hard to insure customers have a positive experience and find whatever they’re looking for.”

Silcock loves her product, always eager to assist her fellow shoe lovers.

“Customers often ask about the shoes I’m wearing and I’m happy to show them those shoes so they can try them on themselves,” Silcock said. “We make a lot of sales that way. It’s hard to take home a check when I see so many beautiful shoes here every day. I’m a big fan of what we sell and there is no such thing as having too many pairs of shoes. It’s kind of a dangerous thing to work in a place with so many temptations.”

The store is actively engaged with the community, having donated 25 pairs of shoes to Transitions (a housing resource), a drive called Help Kids Walk Warm over the past holiday season, Clothes for Kids, Socks for Troops and more.

“We’re also doing meet-and-greets with some of the local sports teams and a New York night, I’ve talked to the fire department about doing a brat fry in front of the store. We’re out making connections in the community. We’re really happy to be here.”