Everyone over the age of two has put on their shoes thousands of times, but hands-free shoe retailer Kizik insists that putting on its shoes is a distinctly memorable experience — what Chief Marketing Officer Elizabeth Drori calls an “a-ha” moment.
“Our product is so experiential,” said Drori in an interview with Retail TouchPoints. “You step in, they pop on, it makes a noise — you don’t really understand it until you try it.”
That’s not just marketing hyperbole: Kizik reports a remarkable 75% in-store conversion rate when customers try the shoes on. But at the moment, Kizik only operates six brick-and-mortar stores (a seventh is slated to open in Tysons Corner, Va. in August). Kizik shoes also are sold in large retailers like DSW, as well as through independent footwear retailers, but even so, that desire — to bring this unique try-on experience to as many people as possible — is a key reason why the brand is hitting the road for an eight-city Kizik Try On Tour.
The tour kicked off June 30 in NYC and will continue to Boston for a July 2 stop (full schedule is below). There will actually be nine stops, with the final two taking place in two Salt Lake City venues. The truck, which includes an interior space for trying on shoes, also will feature custom merchandise, and visitors will be eligible for discounts and other benefits.
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“We wanted to validate the ‘a-ha’ moment by instigating trial, bringing it to the right audience and letting them experience it,” said Drori, noting that the tour also helps “differentiate Kizik from other hands-free shoe brands by showing the benefits and the sensation of wearing them.”
Kizik Targets Busy, Active Consumers in the ‘Sandwich’ Generation
In deciding the tour’s route, Kizik was looking for areas that already have Kizik stores (which include Boston, Denver, Minneapolis, Philadelphia and Salt Lake City) as well as areas with “good wholesale penetration,” said Drori.
“We want to drive community engagement, and we’re using our consumer target as a ‘filter,’” Drori added. “Our target consumer is 30 to 60 years old, generally busy parents looking for shoes for their kids, their aging parents and themselves. Kizik is a brand for living an active lifestyle, because it allows you to move quickly, with nothing holding you back.”
In addition to raising awareness in the tour cities — “the truck is basically a moving billboard,” Drori reported — Kizik also is using the Try On Tour as a customer data acquisition tool.
“We’ll measure [awareness] pre- and post- each visit, and for people who come, we’ll ask them to fill out a survey, ask them for their emails, and offer discounts to people who try on the shoes,” said Drori. “We want to get those people into our database.
“Within the Try-On Tour experience, you’ll also get a sneak peek for fall at items such as boots and a brand-new infant-toddler shoe,” she added. “Visitors can scan and sign up for early access to these products, and we’ll also be giving out fun swag.”
Community enlargement and engagement is the tour’s ultimate goal: “We’re looking to provide a sweet treat for summer, as well as giving people a chance to get to know the brand, experience the product first-hand and see what it’s all about — and hopefully become part of our community,” said Drori.
Kizik Try On Tour 2025
June 30 – NYC
July 2 – Boston
July 8 – Philadelphia
July 10 – Washington, D.C.
July 13 – Minneapolis
July 16 – Denver
July 20 – Los Angeles
July 23-24 – Salt Lake City: Location 1
July 26 – Salt Lake City: Location 2
