Dodds' Vision Through Four Generations

It had to take a substantial tolerance for risk, as well as unyielding determination, to start a business venture in 1934, right in the middle of the Great Depression. However, that's the year when D.L. Dodds opened Dodds Dry Goods and Ready to Wear store. It's when Dodds finally realized the vision he steadfastly embraced for several years. Dodds' vision entailed creating a retail center offering name-brand products at less than department store prices with first-rate customer service. That vision helped inspire four generations of retailers.

Over the years, the Dodds' vision has evolved in terms of merchandising and market focus, in keeping with changing business opportunities, as well as customer wants and needs. Dodds' vision became exactly what Dodds Shoe Co. is today – the largest footwear center in the Rocky Mountains, offering the best and most popular styles in name-brand footwear and apparel at a great price.

Jeff Dodds, Fourth Generation Retailer

Dodds Shoe Co. is very much a family enterprise. Jeff Dodds, President, manages the day-to-day operations of both the downtown location at 401 South 2nd Street and the Sports Locker at 770 North 3rd Street. His wife, Jill, lends a helping hand. In addition, Jeff and Jill have two pre-teen daughters, Ashley and Allison. When asked whether they represent the fifth generation of retailers, Jeff replied, "That's going to be entirely up to them."

According to Jeff, his father and mother, Gary and Paula Dodds are still very integral members of the business. Both parents taught Jeff the importance of community involvement. The Dodds have been long time advocates and contributors to the Laramie Chamber of Commerce, the Downtown Laramie Business Association, Laramie Economic Development Corporation, the University of Wyoming and the United Way.

Jeff attributes his work ethic and industry knowledge to the mentoring of his father. Under Gary Dodds' guidance, the business experienced four physical expansions since locating in Laramie in 1964. One of the first expansions involved creating the Sports Locker store, which specializes in athletic footwear, apparel and accessories.

According to Jeff, "We've remained true to the underlying values that have helped us grow our business and expand our reputation in the industry. High on that list of values  are furnishing our customers with first-class value and providing great customer service. You don't see many shoe stores handle 5000 different styles of shoes, boots, apparel, & accessory items. We carry only quality, brand-name merchandise and we typically have one of the best, if not the best price on the internet. We're proud of the merchandise we sell and stand behind it.

With regard to customer service, Jeff indicates, "When you come into our store or when you call in an order or use the internet, you can be assured you're dealing with people who know our merchandise. On the average, 95% of our items are shipped on the same day. An internet order is typically picked, processed and shipped in 15 minutes."

E-business has played a significant role in the operations of Dodds Shoe Co. since 2003. The whole notion of applying e-business to company operations took form during a meeting between Jeff, his father Gary, and Tim Stamp, then Director of LEDC. Jeff admitted that he personally always had a penchant toward working with computers, but the realization of "what could be" took hold among the three men in that meeting. Jeff indicated that Tim helped them research what other companies were doing and what resources were needed to get their e-business up and running. He said, "The rest is history."

Jeff was amazed that their very first e-business order came from a gentleman in New York City. In a subsequent phone conversation, the gentleman told Jeff it was easier and less expensive to have the shoes he selected come directly to him, as opposed to traveling around the city to purchase them.

"We've also learned," Jeff commented, "that doing business on the internet can help draw customers into Laramie. We get a lot of folks who live in Fort Collins and Denver and shop on the web. Then, they come to Laramie to try on our merchandise."

When asked what Jeff sees as advantages of locating a business in Laramie, he said, "Laramie is a great place to do business. We have a stable economy and a great workforce. The community has been very supportive. It helped us grow. We want them to benefit by receiving the same kind of footwear, service and merchandise that is typically available only in much larger cities."