Heel to Toe, a comfort-focused shoe store in Urbana, Illinois, is the definition of solution-based retail. They address complex needs for customers facing medical challenges, mobility limitations, and pain that standard retail shoe stores can’t fix.

Certified pedorthist and buyer, Meg Giles tells her story of how she uses specialized knowledge to fit shoes, create orthotics, and guide people toward long-term relief.

Click below to explore seven principles she lives by and how other retailers can adopt them to create retail solutions for customers.