Malaysian retailer Shoes Shoes Shoes connects women purchasing footwear with men offering to pay a portion of the price in return for a date.

It must be one of the most unique store promotions – and dating propositions come to think of it – that’s passed the editorial desk of Inside Retail Asia yet.

The promotion was spotted by global trend monitoring website Springwise.com which has previously reported on matchmaking services linking potential partners based on consumer choices (a promotion from UK’s Asda which matched people using similar shopping lists) Asda Dating.

Now, it reports, Shoe Dating aims to offer female customers dates as well as discounts on a pair of shoes.

Shoes Shoes Shoes has collaborated with dating site Lunch Actually and women’s radio station Capital FM. Men signed up to Lunch Actually are encouraged to select from a list of 20 shoe makes they would like their potential partner to wear. They also pick a percentage of the sale price they are willing to pay in return for a date, from 10 per cent upwards.

When women purchase footwear from Shoes Shoes Shoes, they are matched with the men who selected their chosen pair and receive the promised discount after the first date.

The shoe retailer has apparently already received success stories from the promotion, and has certainly added extra excitement to the shopping process.