Value footwear retailer Shoe Zone reported a rise in full-year sales and profits as it introduced a raft of multichannel initiatives.

Pre-tax profit at the 550-store retailer increased 12.3% to £9.5m in the 53 weeks to October 5 while turnover was up 2.4% to £193.9m.

Shoe Zone said it benefited from a focus on value, streamlining its portfolio, and improving customer service.

Shoe Zone introduced a new store ordering initiative whereby staff can place an online order on the customer’s behalf in store. It also introduced kiosks in 12 stores, allowing shoppers to browse and purchase the full online collection.

The retailer also introduced web exclusives in the year to expand the range and attract new customers and launched on Amazon, where it stocks 1,300 lines. Shoe Zone also improved payment options, introducing Amazon Pay and Paypal checkouts.

Shoe Zone chief executive Anthony Smith said: “Our multichannel 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 further resource 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.”

Shoe Zone will also invest in its physical stores, and has plans to open a further five, relocate 10 and refit 30 in the current year.

Smith added: “We are delighted to have delivered an excellent set of results as we continue to strengthen our position as the leading value footwear retailer in the UK.”

The strong performance follows a period of restructuring in 2012 when Shoe Zone shuttered 131 shops, predominantly across its Stead & Simpson chain.