Thursday 30 October 2014

Recruiters - cast the net wider

OIt's no secret that I live in the North East of England and I have a bias towards the North East of England when it comes to business and opportunities.

However, I feel that recruiters need to look further afield and cast the net wider when it comes to looking got potential recruits and new talent fof their business.  Even when they are looking for new staff for their London and South East operations, they need to consider a recruitment drive amongst the underemployed masses in other parts I've the country - especially the North East of England.

I have worked with so many people in the North East that could or would walk into a job on any profession in London. It is a sad fact that a huge member of graduates and experienced employees are employed beneath their talents in the North, North East and North west of England in particular.

A government policy to spread the talent across the regions will make a massive difference to each if the regions and the people who live there. A commitment to resolving this North/South divide in jobs and salary will make a massive difference at next year's election.

Unseasonable weather needent mean a huge drip in sales

A short share today - I'm just reading about Next warning that the good weather has hot their sales and cost them a potential £25m in lost profits.

I'd like to point out that Next and other retailers still can make money in good weather as well as bad. They may gave sold off a lot of Summer stock in their last sale but it's unlikely that their customers will have been shopping for swimwear instead of winter coats - the weather hasn't been that good!

Retailers have analysts galore to loom at all sorts of trends from weather to the harvests of the produce they sell, so it's unlikely that the recent good weather will have been totally unpredicted.

The stock that all retailers, especially the local entrepreneurial type I envisage reading this blog, have sat in stockrooms or storage will get its turn when the weather does eventually turns cold (it will, it's the UK.) It's just ensuring that you are ready to trade 100% when this happens.

Stsrt to make sure that you can access this stock at short notice, that it's listed on your main and mobile websites and that it's available now via Click &Collect if not already in store. It's by having these conrngemcies in pomace, and by having great conversations with your customers that you will be in the optim position to reap the rewards when the template is right.

If your retail unit is affected by the weather via what stock you carry, then stay tuned to the medium and long range forecasts, as they can and will give you an indicator of the general trading conditions you are likely to face, and give you pointers on how to react.

Saturday 25 October 2014

New recruits? Are you prepared?

How to organise yourself ready for new recruits

The lead-in time needs to be balanced-

Not so short that you're not ready for your new recruits when they start.

Not so long that the good ones find something else in the meantime.

I've seen so many new recruits work for weeks on end without uniform and name badges after starting. You will know what you want then to wear and how you want your people to present themselves to your customers. In advance if the start date, have all of this ready.

Send details through to your new recruit - dress standards, punctuality expectations - all the things that you want them to be ready for. Don't get the initially important bits (the customer-facing parts) lost in the weight of an employee handbook or contract or terms and conditions. Send this separately, via email, to your recruit a little while before they start and invite any questions in advance of the start date.

The first day should include all of the compliance bits that you need to get out of the way, so you can then concentrate on getting your new starter out there and learning the ropes. A great way to do this is to have them buddied up with an experiences member of the team, or members of the team. Get them working with the experts in each area, so they can learn from the best and have a great point of contact for any questions or learning needs.

All in all, a rounded approach with some guidance from many people, and you being ready to receive the new starters and inspire them will be the best wag forward.

Thursday 23 October 2014

A short note on inspiration

You can be inspired in all sorts of ways by all sorts of people.  Some of my inspirations are as follows-

Music
I love the music of Hootie and the Blowfish, and their lead singer Darius Rucker.  They can be found all over You Tube, but they also have a jukebox on their website-

http://www.hootie.com/internal.asp?catID=21218#content

I also love the music of Foo Fighters, Red Hot Chili Peppers and David Gray.

Art
I love all types of art and have been to many art museums in cities all over the World.  My favourite artist is Mark Rothko.  I don't get into the whole modern art debate, I just like his paintings-


Television
I think that TV is starting to take over from the movies as the premium entertainment vehicle of it's genre. Recent programmes that have caught my attention include True Detective, Hannibal and the recent Dr Who
series have been excellent.  My favourite show has just finished airing in the UK, it's the US version of The Office.  The characters had more depth and more time to develop than the UK predecessor, and the programme was witty, funny and hugely entertaining every single week.




I think that originality and creativity runs through the likes I have for all of these things, and I hope that shows in my work. How about you?

Wednesday 22 October 2014

Celebrate every small win, as they add up

I've been thinking about how to motivate your team at a low level in a regular basis. It's important to know they you are appreciated and that your efforts mean something to colleagues, customers, management and the company as a whole. People need to feel valued, and for me, the biggest way you handle this happen is verbally and non-financially.

I know some companies where every 'appreciation' has to be given through the payroll. This just doesn't have the same impact. In the moment feedback is invaluable. Actually saying to someone how well they've dealt with a customer, straight after the event is worth so much more than speaking to your colleague later, or even rewarding them financially at the end of the month in their pay packet.

And I'm talking about celebrating all the small wins that add up to the big win at the end of your trading period-

Getting a big delivery dealt with
Solving a problem for a customer
Closing a difficult sale
Cross-selling items to a customer
Tenerchandising a section to make it look much better

It's only when your team feel involved, motivated and free to have the confidence in their abilities that they will fire on all cylinders and produce their best work for you.

Tuesday 21 October 2014

What type of retailer do you want to be?

In terms of retail, there are many shapes and sizes, many categories, many markets and target customers.

Some attempt to specialise, others want to be all things to all people. Some want the multi-site outlets, whilst other are happy to have one store, or even no stores and just to operate online.

However, I believe that it is possible to split retailers into 2 categories- those that compete on price, and those that don't. This may seem absurd at first sight - of course all retailers have to establish a competitive price, don't they?

Well, what I'm saying is-

 Some retailers provide goods at the lowest possible price and use price as their marketing edge - Aldi, Poundland, Home Bargains, Tesco.

Some retailers provide a service or something else that goes above and beyond just a product for the lowest price, and subsequently can offer things at a higher price and still have a flow of customers - Boots, Waitrose, Marks & Spencer.

So back to the original question - what type of retailer do you want to be?

Price
I think that this is the tougher way to distinguish yourself. I think that there is always someone who can undercut you, or attempt to undercut you. There are some massive competitors out there that can run lost-leaders or price promotions to drive you put of business, should they want to.

Service
In my view, this is the way forward. If you can offer something to your customers that they can't get elsewhere, if they can't get it locally. I was once told that the definition of competitive advantage is -

"Doing something that your competition can't or won't do."

Now, to me, this isn't price - it's service. Build A Bear and the teddies that your kids have made themselves, Marks & Spencer and their superior quality food and service, or your local craft store that  offers lessons for children.

As a successful retailer, or a potential succesful retailer, you need to find whatever this is for you and your business. We used to call it a USP, it's the reason your customers come back to  you.

If you don't already know what this is, then work with your team, your customers and establish exactly what it is. Then accentuate it, run with it, use it on your marketing, talk about it ceaselessly. It's your future.

Amazon's 13,000 seasonal staff


Wednesday 15 October 2014

Christmas planning should be well under way by now

Christmas is on the way! Didn't anyone tell you? Your planning for Christmas will depend in what type of retailer you are, but the planning stage should be through or almost through by now.

Some retailers see the trade uplift from towards the end of October, whilst others don't see that until December.

Planning takes many forms and needs to cover many areas-

Staffing
Generally retailers will hire temporary staff to assist with the uplift in trade. For me, it's all about looking at your needs from the outset. Not just what hours you want to be covered but the exact nature of the duties you want these temporary staff to carry out. Think about the areas where you will see an uplift in sales, where your existing team will be best used and then you can identify any gaps in your weekly planner.

From this point you can plan extra hours x number of weeks x hourly rate to work out the costings of your extra Christmas staff.

When you are happy with the costings, it's about advertising the vacancy/vacancies whilst you design the recruitment process and timescales.

Advertising
The fact that it's Christmas will be a part of the natural advertising for any retailer - people will arrive at your door looking to buy.  You need to enhance this by your own marketing or advertising. This doesn't have to be expensive - changes to your shop window, your website and your social media presence can have a big impact.

Range
Now I'm probably too late for Christmas 2014 but changes to your range in time for Christmas can and will make a difference to your sales. Gifting and capturing the imagination of someone buying for someone else has become a massive industry. If your range is too static to change this close to Christmas this year then ease consider what you may be able to do in time for next year.

Hope this helps.

Monday 13 October 2014

Looking at how to analyse your company and your competition

I have been looking at different ways to analyse threats to your business, and came across this blog in a similar vein-

http://245daystogo.blogspot.com/2014/10/facing-my-fears.html

There are many ways at deciding what way to take your business forward and the above blog may be one if them. I've worked with many companies and used many ways of deciding which way I'd forward-

SWOT analysis
Competitor analysis
Annual cost reviews

SWOT analysis
This stands for Strengths, Weaknesses, Opportunities and Threats. And the analysis works straight along those lines. Divide a piece if A4 into 4 and in each section you simply write the Strengths, Weaknesses of your business, and the Opportunities and Threats to your business. From these areas you can formulate your plan. Expand on your strengths, work on your weaknesses, explore the opportunities, mitigate against the threats.

Competitor analysis
This is about looking at the key areas of the business and marking yourself and your competitors objectively. This will give the areas that you need to focus your efforts in. If your competitor scores highly in a particular area then you may need to rethink or redesign how you approach this area.

Annual costs review
I worked with a company that used the annual accounts to prompt a review into spending, and this prompted a review of all aspects of the business based on how spending decisions had influenced the year that had just passed.

For example - "we spent £500 on advertising in the Yellow Pages last year. How much business did this get us?" And from there you would check the referral database to see how much business came from the Yellow Pages, whether this was cost effective and whether it was something that should be repeated.

I like this method for the ability to relate the activity to cost and results, but it feels a little bottom-up in terms of how a company should be run.

I hope this gives you some ideas on how to consider where your business is in relation to where you want it to be.

Monday 6 October 2014

Technology can help, but not for technology's sake

I'm just reading an article in the i newspaper about John Lewis plan for the use of technology in their stores. It involves the use of GPS to locate your position in the store and push notifications in their app to inform you of any offers in that part of the store. You will complete your shop on the app, and it will be picked and packed at the checkout waiting for you to pay. Do they know something that we don't? Do John Lewis and Waitrose customers shop in a different way to the rest of us?

I can't see that walking around the store looking at your phone is in any way a different or better experience than pushing round a trolley and selecting the items physically rather than digitally.

It's a gimmick.

I know a lot if peoe will probably use it when it's first launched and it will gain some publicity, but in the long term it will probably be consigned to the dustbin.

But technology can help retailers, but in the places that make a difference. Apps and mobile versions of retailers websites are a great way to engage your customers in your brand, your stores and your offers (without the reported cost of the John Lewis system above of £100,000.) Poundland sends incentives to customers to Pinterest, Tweet and Facebook their experiences and their purchase and this makes headway into social media networking markets. Friends may not immediately run out to Poundland upon reading about it, but will bear them in mind on their next trip to the High Street. It's this kind of social media networking that is making unseen inroads  into customers spending habits. The retailers with the best apps, best online offering and best social media links will probably win out over those that have great stores, but no more than that.

Click and Collect plays a massive part in this, and retailers of all shapes and sizes have become aware that they can still make the sale, even if the product us not in stock. Pay today and collect tomorrow, whether the buyer is in store, sat at home on a computer or browsing on their mobile phone is a great way to ensure that the business stays within your company - and that people don't shop around and look elsewhere. All retailers need is for the collection process to be smooth and streamlined to ensure that customers feel confident to follow the process again.

I witnessed a customer this morning in an unnamed High Street national chain go to the till to collect her parcel. The cashier asked her to wait while she found the delivery, and came back 2 minutes later to state that it wasn't there. Irate customer asked cashier to have another look and said that they wouldn't be doing this again. Cashier found item, but by this time there was a queue at the till, so the customer had to wait her turn to be served. All of this could and should have been much slicker and customer-friendly. A dedicated collection point, cashiers that are really clued up about their systems and an attitude of ownership of the situation make a great in-store collection experience.

Hope this helps.

Thursday 2 October 2014

Who's next? Why we can alienate our customers before they've even reached us

I hate the phrase "who's next?" in retail. I hate it with a passion. It strikes me as out of control, rude, unfriendly and derivative.

So why do we use it in most retailers when our customers reach the point of sale?

There are so many better things to say-

"Can I help?"
"Hello"
"How can I help?"

Are all better phrases that could be used over the "who's next?" comment. It runs deep, and customers really don't like it. It is at the core of where you and your customers stand with each other. Every time I hear "who's next?" I think "well, the person at the front if the queue - that's who's next."

It shows a lack of control, as the till operator should know exactly who is next. And they always do know who is next.

It isn't very polite, as a smile, eye contact and the phrase "can I help?" say far more positive things about our relationship with our customers and how we wish to treat them.

If this happens where you work, please talk to your team and eradicate it.