AGENT PROVOCATEUR
Is it all about the shoes?
I
was fortunate enough to be invited to the Drapers Footwear Awards dinner in London last month as a guest, and at the risk of having what my wife calls an Ebenezer moment (which I have when she takes all her credit cards shopping), bearing in mind the price of the
tickets I was unlikely to go and pay for myself! Unless you work/live in London to pay over £300 per ticket plus all the associated costs of travel and staying in the metropolis overnight, however good the event is, it is totally out of most peoples budget, especially in the present climate. This got me thinking about the winners, runners up and all the suppliers and manufactures that attended. We all know the judge’s decision is final, but I do not envy them the
task. For those of us who have been around a while, the event can be quite frustrating. You know those who ought to win and don’t, and feel cross at those who do not put themselves forward to even try. There are the murmurs around the table that do not enjoy seeing the same shops being nominated and winning the award, when perhaps they have already had a bite of the cherry a previous year, or indeed seeing people/shops winning an award when they have a connection to the judging panel or sponsors, however worthy they are – all most embarrassing and difficult. Rules are rules and we have no reason to doubt them. It is best to simply not worry too much about the winners; runners-up etc. and just treat the nominations as a bit of fun that adds to the night, instead of the reason for being there, and envy the sponsors who have disposable budget to get their name up in lights. Have you wondered how many winners won just on the fact that their shoes were better than anyone else’s? In the retailers section most retailers had a mix of the same suppliers, so it would have been a tough call. This got me thinking about what the judges actually saw in the winners that they might not have seen in all the other applicants. Was it the service given? Were they cheaper than normal prices? Was it the big smiles on the sales assistant’s faces? Was it the coffee on demand for every shopper? Or could it just be summed up that every winner went that extra mile to please the customer with a mixture of all of the above plus more? This could also be said for the brand of the year, yes they have very nice shoes and sandals but were they voted brand of the year on that alone? Of course not, it all comes down to how you advertise, how well you look after your customers and if they have confidence in your product and your service. In the AP office we are continually trying to improve our customer
service (not always easy when you are also trying to make a profit!), but my ethos is if you have happy customers then you should have customers that want to buy, therefore you sell shoes, you take money, you make a profit. Sounds straightforward put like that doesn’t it? But it’s not easy making all your customers happy, so if you can keep the majority on your side then profit should follow. I think suppliers and retailers are very close in this respect. Keeping the customer content and willing to buy is a fundamental part of selling and sustaining their satisfaction takes some thinking about.
14 • FOOTWEAR TODAY • JUNE/JULY 2011
Both supplier and retailer need to have good product to sell, but as our competitors also have the same it is vital that we provide a better service to attract and maintain custom, enabling us to take more money and squirrel a bit away for a rainy day. A damn good accountant helps too! So getting back to the Award runners and riders, did they give a
better service? Have they got good staff? Did they go that extra mile to make the consumer feel at home? I think they must have done and the judges recognised this which is why they won. You have to be in it to win it as they say, and regardless of top spot, all power to those who put themselves forward showing great confidence in their business to do so.
In the AP office we are continually trying to improve our customer service (not always easy when you are also trying to make a profit!), but my ethos is if you have happy customers then you should have customers that want to buy, therefore you sell shoes, you take money, you make a profit.
As for the AP office this has given me a salutary kick up the
backside. When things are going good it is too tempting to sit back and rest on your laurels, you tend only to think about your business dispassionately when it’s all going pear-shaped. I am one of the lucky ones, my brands are flying (and I am pleased to keep you guessing), but I know I must not fall into the trap of conceit and complacence. I am constantly looking for ways to improve my customer relationships and provide a better service for my customers without adding to much to my bottom line. I need to get into gear and look hard and long at still improving our existing services, in-stock, returns, website info., adverts etc, and generally convince the brands I work with to be more ‘user friendly’ for my UK customers. If some of us are taking this time to improve things for you the retailer, isn’t it time you looked at how you are running your business and doing the same? It won’t be easy, it may hurt, it might even cost you, but in the long term you should expect to see your honesty and resourcefulness pay dividends. Let’s face it, the only Award you really want to win is a personal one, knowing you can pay your bills, doing your best, and being around for the foreseeable future…!
www.footweartoday.co.uk
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