Answer to Question #244977 in Marketing for Nkagele Mogashoa

Question

The cleaning service that The Sneaker Shack offers to its customers has different characteristics to physical products. Provide any four detailed examples from the case study or what you have read about The Sneaker Shack showing the unique characteristics of services

Answer 1

Discussion

The Sneaker Shack is a sneaker/trainers laundry service which currently operates in Johannesburg and Cape Town. The business was established in 2015 and started trading in 2017 as an in-store footwear and sneaker laundry service. A need was identified with active individuals, athletes, joggers, trainers, gym members, cross-fitters, hikers as well as avid sneaker and shoe collectors of all ages to have their shoes cleaned by trained professional service technicians using premium cleaning materials. The target audience for The Sneaker Shack comprises of consumers who are active lifestyle and hygiene conscious as well as the avid collector (Sneaker Heads). These consumers are looking for a quality and reliable service to keep their valued sneakers collection in prime condition. Their business main focus is to offer sneaker laundry services to the footwear conscious client.

The first store was established in the upmarket area of Bryanston, Johannesburg which has a very high concentration of young and old fashion conscious people from all walks of life. The Sneaker Shack is looking to expand its footprint by opening new stores in other retail settings.

The below are some of Sneaker Shack unique characteristics of services;

• Classic clean

This basically is for footwear in need of basic touch ups, for up-keep and maintenance. They focus on the upper, mid sole and laces. 

• Deep clean

This is for footwear that is worn extensively over a 2-week period. This focuses on treating inset stains, the upper, mid sole, inner sole and laces. It removes bacteria and stains.

• Red detail

This is for footwear requiring a complete overhaul, with microscopic attention to detail. Focuses on treating inset stains, the upper, mid sole, inner sole, detailed under-sole, laces and deodorizing. This is basically focused on cleaning and repairing all parts of the shoe.

• Use of specialized cleaning and repair materials 

Sneakers should NOT be cleaned in a washing machine. The Sneaker Shack competes with all other laundry services who also clean shoes, the difference though is that they use specialized cleaning and repair materials to ensure that the shoe is treated properly. The Sneaker Shack cleans any type of shoe from the basic running shoe or high heels, to those sneakers costing R30 000.

Reference

Wilson, B., & Sparks, R. (1996). “It’s gotta be the shoes”: Youth, race, and sneaker commercials. Sociology of Sport Journal, 13(4), 398-427.