Expert Advice – How to perfect a window display

 

‘Windows of Opportunity’

Specialist Retailers

 

‘Specialists are the Retailers of tomorrow’

 

We always remember the little things in shops that made us feel a million dollars; it could have been that the owner new me by name or wrapped the goods in a way in which made me feel special. It’s that good old fashioned retail values & service that are sadly missing today and which I know will be the way forward for retail in the future.

 

Retailers at the moment are having a tough time and not just with immediate competition.  Consumers are demanding more from their shopping experience, and retailers have to react or become a casualty, no retailer is untouchable in this climate of change – but it’s not all about the price.

 

Tesco may have announced bumper profits, but what they lack in the personal touch, when you ask a sales associate they have no time for you, or don’t know where an item is.

I remember when I was a child going in to my local greengrocers with my mum the owner new us by name and would order in items that we wanted, of course it cost a little more but the service was exceptional they made you feel welcome, Tesco however is too big and impersonal they just want your money not your time.

 

And that’s just it we are all now living and working faster – but shopping is a social and important part of our daily living, if we just go out and fill our trolleys high and return home without having a conversation with someone then something is clearly wrong.

 

On the High Street at the moment the only retailers who are trading well are those who have a speciality to them, they know if ‘it isn’t broke – don’t try to change it’, but by not diversifying into other areas.  The principle is the same be it cornflakes or designer dresses.

 

When was the last time you walked away from a market stall without having bought something?, they know how to sell to you,  something M&S should take not of, it’s just simple supply and demand

Ironic really as M&S started as market traders who knew what their customers wanted to buy.

 

     

     

     

 

 

 

  

Top tips to make Independents stand out:

 

 

• Get to know your customer by name & build up a profile about them.

 

• Think about the gift wrapping – presentation is paramount good branded bags and boxes.

 

• Free gifts or samples added into the bag with every purchase.

 

• Send Thank You and Christmas cards to your best customers.

 

• Always greet customers with a warm sincere smile.

 

• Do not promise anything you can not do or deliver.

 

• Be honest with your customers as a returned item will eat away at your bottom line.

 

• Employ staff who want to work in your shop and like what you are selling.

 

• Become friends with your neighbouring shops.

 

• Set up local business community associations – strength in numbers!

 

 

Written by Paula Arkell Retail Consultant