My children stand still and comply if you're wondering.
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dd (18m) at clarks was measured 3.5, ds 3 a 10.5. I felt awful at first as it meant they were squeezed into tiny shoes! After it sank in I started to wonder as shoes looked massive in these sizes, so I made excuses and left.
Over the road at the cheap store I used the self measurers, and got sizes 1.5 and 9 respectively. I drove out my way to an independent place who confirmed this. It took me seconds to measure! No bloody ipad etc.
Really it ain't rocket science, just HOW can you not get it right. The whole point of clarks always seemed to be perfectly fitting shoes. I reckon if I got 10 mums and gave them old fashioned measurers they would be less variation.