Kids' shoe marketing agency

Shopping in this category has one enormous peak and a steady base. The school campaign should be live and gathering data weeks before parents start buying, because a campaign that opens in the first busy week spends the peak learning instead of selling.

Structure separates school shoes from everything else, and then splits school shoes by age band, because an infant school shoe and a senior school shoe are different prices and different decisions. First walkers get their own campaign year round, since that search never stops and the shopper is usually new to you.

Delivery promises matter enormously in the last week before term. Where you can ship next day, say so in the campaign and in the feed, because a parent buying on the final weekend is choosing on arrival date rather than price.

Negatives should remove costume and fancy dress searches, second-hand terms and school uniform clothing searches that are not shoes. After term starts, budget moves out of school and into the seasonal ranges rather than staying put out of habit.

Everything on social in this category is aimed at the adult, and that is a policy requirement as well as a strategy. The major platforms do not permit ad targeting of under-eighteens in the way they permit adult targeting, so the audience is parents, and the creative should speak to them while showing children who look like their own.

What performs is the practical demonstration. A hand checking growing room at the toe, a four year old fastening a strap without help, a school shoe being wiped clean after a wet playground. Parents share those clips with each other, which is where the reach comes from.

Seasonal sequencing runs from a soft launch of the school range to last year's buyers, through a broad push in the buying weeks, to seasonal ranges afterwards. Keep permissions and taste in mind when using customer photographs of children, and prefer content you have clear consent for.

Catalogue ads work well because parents browse and return. Feed the catalogue with the same stock rules as Shopping so a size that has sold out stops being shown.

The age_group attribute is the field that decides whether your products reach the right shoppers. Merchant Center accepts newborn, infant, toddler, kids and adult, and each maps to an age range that Google uses for filtering. Sending everything as kids flattens the range and loses the parent shopping for a pre-walker.

Gender is required for footwear alongside colour, size and age_group in the main markets, and unisex is a valid answer that many children's ranges should be using rather than splitting stock artificially.

Sizes are the trap. Children's size runs restart their numbering and then hand over to adult sizes at the top of the range, so the same number can mean two different shoes. Set size_system correctly, keep the child and adult runs in separate item groups, and label the changeover clearly.

School compliance, fastening type and fittings go in product_detail as named pairs, and product_highlight can carry the plain sentences a parent scans for. Keep availability honest through the peak, since nothing damages a school season like selling a size you cannot ship before term.

The best performing page a kids' shoe store can own is a measuring guide. How to measure a child's foot at home, how much growing room to allow, how often to check. It earns links from parenting sites, it ranks all year, and it is exactly the kind of page an AI assistant quotes when a parent asks how to size shoes for a toddler.

Around it sit the durable category pages: school shoes by age band, first walking shoes, wide fitting children's shoes, and a plain page explaining what makes a shoe school compliant in your market.

Parents ask assistants very practical questions. Whether a shoe is suitable for a child who cannot tie laces, how a brand's sizing compares to the size measured at a shop, whether a style comes in a wider fitting, how long a growing child will get out of a pair. Each of those deserves a direct answer in the first sentence of a page rather than a paragraph of description.

Publish the school content well before the season so it is indexed and settled when the searches begin, then refresh it each year in place.

The remeasure reminder is the flow that makes this category profitable. Capture the child's age or the size bought, then send a reminder on a growth-appropriate interval with the measuring gauge and the next size up of the shoe they already own. It reads as helpful rather than promotional because it is.

The term calendar gives the rest of the year its shape. A message before the school buying weeks with sizes and delivery dates, one at half term for the pair that has already worn through, one before the summer holidays for sandals, one before the wet months for wellies.

Post-purchase, ask whether the fit was right. Parents will tell you, and the answer feeds both your returns rate and your understanding of how your sizes run.

Segment by child age, and update it as time passes, because a list segmented on the age a child was two years ago will send toddler content to a family with a seven year old. SMS is best kept for the last delivery day before term and for restocks in the sizes that sell out first.