Shop Spotlight: Flat Out of Heels


While attending an event where she had to wear heels for hours, Dawn Dickson created the idea for Flat Out of Heels – rollable, yet durable flats for women to carry around in their purses. Keep reading to learn how Dawn overcame various ecommerce and manufacturing challenges to create a successful (and incredibly useful) product that’s popular amongst all women today!

Flat Out of Heels

Please tell us a bit about yourself and what you sell at Flat Out of Heels.

My name is Dawn Dickson, I am a serial entrepreneur. I started my first company in 2001 in my hometown of Columbus, Ohio. I love marketing and working with innovative technology to build brands. I am the founder & CEO of Flat Out of Heels, where we design and sell rollable ballet flats for women on the go. Flat Out of Heels are compact enough to fit in a purse, but durable enough to wear as a daily shoe. They are also machine washable, so just an overall great shoe to have.

When did you get started selling online? Why?

Selling online was not a part of my original business plan. I started Flat Out of Heels to sell rollable flats in vending machines but after experiencing challenges getting my first machine manufactured, I pivoted and opened an ecommerce store so I could stay in business.

I pivoted and opened an ecommerce store so I could stay in business. -FlatOutofHeels Click To Tweet

What are some of the biggest challenges you’ve faced in building and running Flat Out of Heels?

Some of the biggest challenges have been to determine the best way to acquire new customers and engage with customers consistently. I overcame these challenges by automating as many tasks as possible and studying growth hacking to learn innovative digital marketing tricks – and I am still learning how to solve some optimization challenges. I get a ton of traffic to my website, so my current focus is increasing my conversion rate and gain new customers.

Flat Out of Heels

How do you attract new customers?

We attract new customers through affiliates, bloggers/influencers, digital advertising, as well as various marketing tools.

Can you share a tip or something interesting you learned in the process of building and running Flat Out of Heels?

Having a funnel is key – staying on top of your Google analytics and really paying attention to your customer experience is going to make a major difference in your revenue. Content, staying connected by email and social media consistently are also very important. Customer relationship management tools like Bizzy make it easier to stay in touch and automate as much as possible!

Flat Out of Heels
If you’re looking for comfortable, compact, and stylish flats, take a look at Flat Out of Heels.

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