A multi-channel focus has seen Shoe Zone, the value footwear retailer boost its sales and profits. Online ordering in store, kiosks, web exclusives and improved payment options are responsible for the rise.

Pre-tax profit increased 12.3% to £9.5m in the 53 weeks to 5 October 2013, when turnover was up 2.4% to £193.9m.

The retailer introduced online ordering to its 550 stores which is managed by the staff on behalf of the customers, and twelve stores saw kiosks installed to enable the browsing and purchasing of Shoe Zone’s complete online product collection. Mean while web exclusives were launched on Amazon to expand the range and attract new customers, and Amazon Pay Pal checkouts were added as a payment option.

Shoe Zone, chief executive Anthony Smith said: “Our multi-channel launches have confirmed our customers like the convenience of choosing different ways to shop and pay for their shoes. Therefore, a priority for us is to continue investing resources into improving the website and shopping options available to customers in 2014 to ensure we fit in line with their on-the-go and busy lifestyles. More and more customers also now look to us for fast fashion items, and our web exclusives are certainly enabling us to fulfil these shoppers’ needs”.

The retailer plans to push its high street stores further inline with its multi-channel focus; this year it will see five new stores open, ten relocated and thirty refitted.