A new dating service in Malaysia aims to match couples based on their shoe choices. Malaysian retailer Shoes Shoes Shoes is working with dating site Lunch Actually to offer a service that provides female customers discounts on heels in exchange for a blind date with the male customer who chose the pair of shoes. Shoe Dating, as it is called, requires men to pick out a pair of shoes that they would like their potential partner to wear. They will be paying a percentage of the sales price, anywhere from 10 percent and up, if a date is set up. Women then can shop at the store and if they purchase the pair of shoes at the discounted price, they are matched with the men on a first date. The service is being advertised through multiple channels, including Malaysia’s women’s radio station, Capital FM. This Cinderella-like service is an interesting proposition in the dating-match industry and engages both males and females with its unique approach.