High quality shop fittings at low prices from South West Shopfittings

Retailers have seen the need for shelving increase over the years. From the original shops that sold what you can see, to developments such as Just-In-Time inventory systems, retail tried to reduce their back stock and still keep up with the demand from consumers. But it doesn’t work this way. Predictive ordering can see back stock develop and the best way to cope with demand is to have more of your best products ready for customers. The shelves that you display your products on have to enhance the quality of your products.

Quality shelving systems are a retailer’s best friend. They help to keep track of stock and to meet the demand. They can showcase products to look their best and increase sales.

And the best shelving systems available are supplied by South West Shopfittings. They supply quality products that help retailers of all shapes and sizes to make the most of their stockroom areas. Why are they so popular?

·         They have a price promise so you know you are buying at discount prices

·         They have a huge range of products for you to choose from

·         Their retail shelving units are high quality so you can rely on them to look great for years to come

Their products will enhance your store and make it an inviting place for your customers to browse and spend their money. If you have any retail shop fitting needs then get in touch with them today to see how South West Shopfittings can help you.

High quality Retail Shelving at half the price!

For all your retail shelving needs, then check out the South West Shopfittings website to see what they offer. The products are high quality and can make your store look as professional as you desire. It is made from quality materials and offers functional design.

But the real difference here is that these shelves are available at a discount price. So, you get the same high quality shelves that you can see on many supermarkets but without the price tag to match. They are available on wall fitting and gondola units so no matter the size of your store, SWSF has the shelving units to match.

Shop fittings for any kind of store

South West Shopfittings supply high quality fittings that compliment your store and allow you to show off your merchandise in the best way. Customers are taken in by displays that are well designed and look great, but you need the right fittings to make this happen. SWSF have sourced the best quality fitting so everything you do will look great.

But again, they have managed to do this without a hefty price tag. They really are pulling out all the stops by giving you quality at a knockdown price. You get the best of both worlds – a store that looks a million dollars but not one that costs that. Retail is about making the customers feel special and keeping an eye on the cost. South West Shopfittings allows you to do both.

It is important to get things right for your customers. The way that your store looks and feels sets the tone for customers. If they walk into a tatty store than they expect to pay rock bottom prices. It is as simple as that. But if you get this right then you can have a store that people love to spend time in. They will be in your shop for longer and this prompts them to buy. South West Shopfittings give you the best materials to work with. This really is the best way to maximise your retail store.

See how converting loyal customers into into brand advocates increases your income

I've worked with retailers over the years and a recurrent theme is the question of how to reward customers. I've looked in this blog at different ways of rewarding your team but having ways of rewarding your customers can help to transform a retailer. This is a large subject so I've split it into two blog entries. The first one is today.

A constant theme of my blogs is turning customers into loyal customers into brand advocates, so it's probably best to start here and explain what I mean by these three categories-

Customers

This is simply people who buy something in your shop. They may be passing by and see something in the window, they may be a visitor to your town and come in to have a look around. They may shop with you once and never again. This doesn't mean that these customers are unimportant. You will need one-off customers and irregular visitors to help your sales. They can be attracted to your door by promotions, a great window display or word of mouth. However they arrive is unimportant. The fact that they got to you gives you a chance to impress them and get them coming back time and again. This turns them into the next level, the loyal customer.

Loyal customers

A loyal customer is one that chooses you over another. You may have one or more stores in your town that sell the same thing but your loyal customer will buy from you over your competitors. You can create loyalty with price, promotion or excellent customer service as well as other means. Supermarkets in particular fight for loyalty and this has sparked the loyalty card and the price matching over the years. A loyal customer will return to you over and over again unless something happens in their relationship with you to break the loyalty. It's a well-worn phrase that it costs so much more to win a new customer than to keep an existing one and that's the relationship that loyalty projects attempt to protect. Many businesses stop here. Having a band of loyal customers spending good money with you in a regular basis, plus the odd infrequent customer can be a lucrative proposition. But I propose looking to the next step.

Brand advocates

And I strongly believe that brand advocates are the next step for a retailer to increase success, and in a more interesting way. The ways in which you can achieve this will be the subject is the second part of this topic and my next blog entry. Today I'll describe what a brand advocate is and the effect they can have on your business. A brand advocate is someone who goes out of their way to tell other people about you. It may be one of several ways of doing this-

• Bringing their friends into your store
• Talking about you on their blog
• Positive social media comments about you
• Telling people face-to-face about how great you are

The brand advocate is a marketing tool that you can rely on to bring you more business and all it costs is a great relationship with them. Having several brand advocates starts the cycle off again for the next set of customers. They arrive at your doorstep because of a brand advocate, and you will hopefully turn them into loyal customers and the next brand advocates. How you start this relationship and maintain it can be interesting and fun, and we will take a look at that in the next blog.

See why inflation figures heighten your need to compete on things other than price

The latest inflation figures were announced this week and it's not good reading for retailers-

http://www.bbc.co.uk/news/business-34514135

The figures show a fall in the inflation rate to it actually showing a negative. This means that prices are falling.

Why is this bad news for retailers?

This is particularly bad news for retailers of high price items. The fact is, that if consumers see prices falling they will put off their large purchases in the expectation that prices will continue to fall and they can save money. This effect really starts to kick in when prices fall consistently over a longer period of time. It works more on high ticket products - televisions, cars, gadgets and computers. So if you're a retailer of these items what can you do? The first thought when looking for customers is often price but that seems like the wrong idea on this occasion. Further price cuts can only deepen the feeling that prices will continue to fall. And increasing prices at this point will put you at a disadvantage to your competition.

So the best thing to focus on is the quality of what you sell. Having a quality product can sell no matter what the market is doing. Look at Apple - their products sell in times of inflation or deflation. Now, we can't all come up with an ipod, iPhone or iPad idea to help our retail business but you can focus on the quality in your own business.

Finding what makes you different

As a retailer you will probably already have an idea what it is that makes you different. It's what sets you apart from other retailers and it could be one of many things-

• Your loyalty scheme
• Your products
• Your customer service
• Your special offers
• Your events

I've written many, many times in this blog about understanding what you do better than others. And this is what you need to concentrate on. I'll give you a few examples-

Waitrose have high prices but their customers love their absolute quality and great customer service.

Boots are very pricey but focus on their loyalty card and customers return.

Aldi mixes price with availability and customers have loved this balance.

So what is your USP? What can you do better than your competition? What are you capable of that nobody else in your town is? These are the things that will drive you forward.

Communicate this with your team, communicate it with your customers and look away from just dropping your price to compete - there are other, better ways to differentiate yourself.

Read how retail is more positive than negative

I was looking for a little inspiration for today's blog and I decided to google "retail problems" to see if there was anything there to prompt me. I kind of wish I hadnt. There are hundreds of links such as this one-

http://www.buzzfeed.com/daves4/the-most-soul-crushing-things-about-working-retail#.xtRbJeez1L

And they are all about the bad things about working in retail, the bad things about customers and how bad things are. I'd like to think that my blog over the years gives the opposite view to this. I've looked at how retail can be looked at and found to be interesting for those working in it. The fascination of retail for me can be looked at in so many different ways but I'll have a look at some here-

Every day is different

There are do many industries that I've heard this said about but nowhere is it as true as I'm retail. Every single day brings in a new challenge, a new question, a new customer or a new idea. The dynamic nature of retail is what makes it engaging and keeps people interested and coming back for more. New ideas from those in charge make change management a massive part of retail and will ensure that it continues to be a dynamic work environment.

Interaction with people

Linked to the above, it's the constant flow of new customers that go some way to making each day different. This is amplified if you are a niche or speciality retailer as you will have to spend more time with each new customer as you explain your offering to them. And for me, this is where it can get really interesting. The opportunity to spend quality time with customers (new or old) transforms the day. It's what turns the mundane into the extraordinary as you get to build what you hope and expect to be long-term relationship with your customers.

The team aspect

It's being part of a team that are (usually) all pulling in the same direction that is another aspect of retail that I really enjoy. I know that it's not the only industry in which you work as part of a team but the team bond always feels stronger in retail than anywhere else I've worked. The fact that we're all in it together and the goals are shared means that we share a bond and every action that one of us takes affects all the others. This can have negative consequences but more often than not, means that everyone does what is in the best interests of the customers and their colleagues. 

Looking back at 100 blog posts - part 1 - The High Street

As I look back at the blog, and the 100 posts that have come before, I will take the next five blog entries to look at the themes that have emerged during my time writing this.

One of the main motivations for writing this blog was the decline in the UK High Street, and what could be done about it. Although the blog hasn't focused on that completely, I have returned to that subject time and time again. I think that some of my blogs have been about comparisons, some have been moans and some have been looking at ways of stimulating the High Street again - not to it's former glory, but to a modern-day vibrant place to shop, eat, park and spend leisure time.

I looked in an early blog about how to make the most of the customers you have through your door when on the High Street. The key to your customers that are against the clock is speed of service. On the High Street, as a pose to those shoppers at out of town retailers, there is the pressure of time. This typically comes from parking charges and the fact that a lot of your customers will be on their lunch break. The blog below looks at preparing for this and being ready.

http://mytimeinretail.blogspot.com/2014/02/speed-of-service-is-key-for-most-high.html

I have tried to tread a fine line on this blog between protecting the High Street, but not at all costs. I think that retail has to adapt to it's surroundings and move with the times. Modern retailing has embraced the online offering, often matching it with the ability to Click and Collect. In this blog, I looked at the modern High Street embracing the advantages technology could offer.

http://mytimeinretail.blogspot.com/2015/01/you-can-have-online-offering-and-not.html

And I wondered in the blog below if there is a major retailer that would take up the plight of the High Street and become a true champion. I think that a big retailer should look after the smaller independent retailers around it. A vibrant High Street or town centre is a benefit for all who live near, shop there and have an outlet there.

http://mytimeinretail.blogspot.com/2014/05/is-it-time-for-major-retailer-to.html

After a visit to Italy, I briefly looked at the differences between the two shopping cultures and the two shopping areas created and used by us and the Italians-

http://mytimeinretail.blogspot.com/2014/02/comparisons-of-uk-high-street-to-that.html

NOT EVERYTHING CAN BE BOUGHT ON THE HIGH STREET

A return from holiday leaves me needing a catch-up

I've now returned from three weeks holiday. A three week break brings lots of thinking time but the return to reality and activity is tougher than I remember.

I've kept physically active whilst away, with a gym and swimming pool on the complex I've been staying on. But a lot of time on the road, by the pool, in the gym and on the beach gives you plenty of time to think about what you are doing and where you want to start going next with everything you do.

I think that it is good (and it was good) to have a period of reflection and contemplation. It gives you a chance to determine whether you think that you're on the right track and to plot the way forward without the everyday distractions of work life. It also enables a little "blue sky thinking" as there exposure to a different routine and a different culture can have you thinking about things in different ways. I have looked at the direction I'm heading in and I broadly think that it's where I want to be going.

It's now thinking about heading out of the break and back into my life that's occupying my mind. I landed and got home in Sunday evening and it was back to work at 7.30am on Monday, so there was no real transition to be had. It was a case of holiday mode as is went to bed and work mode when I got up the next morning. It was just the way it had to be with three weeks off - there was no spare time to be had! So it was straight back into it, which can sometimes be the best way to get on, although I don't really feel like that the the moment! I can just about see the wood from the trees at work now, after a few days of catching up. I just wish I could say the same about everything else I do.

It's getting back into the swing of things for everyone concerned at the moment. The Summer customer flow is very different to the flow during the rest of the year, especially in a university city, such as the City of Durham that I work in regularly. So it's been a time where large parts of the city have been on holiday and where large parts if the city are starting to get back into a routine for Back To School promotions, the kids actually returning to school and the university students returning to the city.

I've been doing some work with a pharmacy in the city recently and all their work is geared to the students returning and the ailments beginning, especially when the weather turns cold. The start of term can't come quickly enough for them and their largest customer base starts getting ill not long after returning.

It's interesting to note where your largest customer groups are and how the ebb and flow to be able to plan out your staffing, stock and things such as opening hours. I've mentioned in my blog many times about organisation, and this is adding another level to your understanding of what goes on.

NOT EVERYTHING CAN BE FOUND ON THE HIGH STREET

Help your customers through your process and they will be your advocates

If there's a quirky or different part of your company up others then In my eyes, you've got a choice. Either-

Ensure there are always staff to hand to explain

Or

Ensure there is sufficient clear signage to explain.

In talking about parts of your business where customers don't intuitively know what to do. The ticket machine that required you to put your card in and remove straight away to work, the self-service till or well, pretty much the self-service anything. It shod be enough that you can have one team member looking after 6 or 8 tills, don't take this team member away!

Ikea does this beautifully with a mi. of the above approaches, more signs than staff though. It uses explanation and a little humour to let customers know that they will be picking and assembling the furniture themselves and the fact that this helps to keep the cost down. In fact they've now taken this quirk into a virtue - it's part of their business, their ethos.

If you have a part of your business that needs a little explaining or guidance then don't be afraid to explain or guide - your customers will appreciate your help and give you honest feedback about the process at the point that it's happening - one of the buzzwords in retail at the moment is "in the moment feedback" and it doesn't get more in the moment than that.

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.

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.

A message to TK Maxx

Hello TK Maxx, I've spent time in one of your stores today and I have a few comments. I feel that generally the stores are good - light, easy to browse, well laid out and easy to lose track of time in. All ingredients for successful customer interaction and factors that will induce good sales.

The staff are friendly and approachable, but not at all intrusive - a good mix.

The queuing system and till area are well laid out as well, but queues can form really quickly in fashion retail, so you definitely need more staff either in or around the till areas.

One area I can see that will make an immediate improvement in your availability and sales is the processing of stock around the women's changing room area. I have noticed this in a lot of women's fashion retailers but it affects you far more than a lot of your competitors.  Your USP is the "finds" that your customers make - branded goods arriving daily at a knockdown price.  When so many of your finds are left next to the changing rooms (40+ items today on a quiet morning) then they aren't on the shop floor waiting for your customers to find them.

I would suggest a run every 15 minutes for someone to return all the items to their shop floor location.  This will increase availability and customer satisfaction.  The items that are tried in are the more popular items that others would desire.

Just a short note today, prompted by a visit.

Thanks for listening.

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