Marketing isn't always about web site content strategy, and glossy brochures, sometimes it's about a dustpan and brush and tidy shelves.
The single problem for Independent Retailers in recessionary times is...............choice.
Customers have choice. Where to spend their pound, what to buy, special offers, bargains, quality. All choices, and choices that consumers make in split seconds.
The difference between corporate business and independent retailers is layers of management. In my time spent as an area manager, it was my job to travel to the shops on my patch and work with the managers and staff to ensure standards were kept up. The customer always had a reliable proposition, day after day.
One of the fundamentals I was taught, and one that I pass on to all managers is cleanliness and tidiness.
There is nothing worse than scrappy shelves and dirty floors.
Face Up.
Tidy Up.
Clean Up.
What's this have to do with Independent Retailers?
Well, consumers and customers make their choices in split seconds and untidiness and uncleanliness are not always readily apparent, but often seen in buyers peripheral vision.
Generally speaking, corporate traders have pretty good hygiene as you would expect. So they win on a sub-conscious level.
It only takes a little effort every day to get on top and compete with the big boys.
