Article by Jed McCall
Attention – All Independent Retailers.
Are you prepared to look at the basics of your retail premises. Deal with some of the areas that are appropriateto your business health.
Let me share with you five top tips. Five secrets of successful retail revealed.
Tip number 1. Customer focus. Take the time to assess your staff at work, if there are aspects of their behaviour that let the side down, for example, not acknowledging the customer in a polite and timely way. Ignoring the customer because they would rather listen to a colleague’s gossip, insufficient product and services knowledge. If you notice any of these practices, or worse still, all of them – call the firing squad now, of course I am joking, I would not dream of asking you to fire your staff, not yet anyway.
Having made a note of things, ask your staff to act out the role of the customer, and you will serve them in exactly the same way that you require your customers to be served. Point out the differences between the two ways to treat customers,, explain that the correct way, is the way ahead to secure the business and their job security.
Tip number 2. Visual Merchandising. Have you heard the old saying, eye level is buy level, this is as true today as the first time I heard it said to me, by my then Regional Manager, fortunately not everyone’s eyes are at the same level. We couldn’t possibly display everything at the same height throughout the store. What we can do is display in such a way that the eye is drawn to the product layout.
Block displays work the best, remember to group products together in their relevant catagories, you can then work down with more than one facing, stand back and look at the visual impact this type of display has. Always ensure that the products, fixtures and fittings are clean before you start, this is most important.
Tip number 3. Security, who is responsible for security. Every person who works at the shop or store is responsible for the day to day security of stock and premises. Shop theft runs into hundreds of millions of pounds every year, naturally having a huge impact on your profit. If you don’t already have a security procedure in place, organise this now, and review your existing arrangements. Remember, most theft occurs when the shop is open for business and staff, customers and visitors are on the premises.
Your procedures should cover the following as a minimum. Have a written code of practice covering the security of stock, cash, premises and people, keep it simple and straightforward. Outline your requirements as bullet points which your staff can read and then sign, to acknowldege their understanding.
Within this code of practice you should cover the high risk areas of your store and the methods of dealing with these areas. A clear procedure covering the delivery of stock, who can sign and check it, remember also if it is date sensitive to include checking the sell by dates on the product. What action should be taken if theft is suspected, either by a customer or staff member.
Finally, what to do if threatening or abusive behaviour occurs. These points are meant only as a guide to good security measures, if your situation warrants it, professional securiy advice should be taken. Remember also, that alert and vigilant staff are as effective as a security guard, the would be thief often makes off for easier pickings, especially if the staff member ask’s if they can assist with their purchase.
Tip number 4. Product range planning. Be certain that you have a good understanding of your customer base, for example, if your shop is located in a business district, tea, coffee, stationary, sandwiches, snacks and confectionary will all sell well. A good point to remember is to offer a good range of ready meals also, and promote this range to your busy customers, if in doubt as to whether a range or product will sell, conduct a survey or simply ask your customers for their opinions.
Tip number 5. Assessment and monitoring. A vital part of any successful business is the desire and appitude to assess and monitor what you and your staff do daily, along with the feedback received from your customer base. This can be as involved or simple as you wish, you are a busy person, keep it simple.
If a particular product range is selling well, look at other items that may compliment it. Listen to your staff and encourage their comments, because these will also include remarks, both good and bad received from the customers they serve. encourage them to make a note of products or services that customers ask for. They may well be items that you can sell to increase your offering.
Your staff are only as good as the guidance and training they receive, they will also perform more efficiently if they feel valued and their opinions and ideas are listened to.
You have always had an important role to play in your local community, build on this, get back to basics. Your local customers will use you if your offering and customer service is as it should be. Remember also, that your business is a local employer.
About the Author
Owner operator of busiuness as diverse as a licenced Hotel, local newsagent, convenience store and petrol forecourt. Qualified in training and assessment with the experiences that confirm disciplines that will maintain and develop a business with transferable skills. Passionate about creating the right environment to develop staff into the industry that will make a career from it.http://www.how2retail.co.uk
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