MONEY SHOP


Footwear Today’s financial plumber, footwear retailer David Gummers, talks about communication.


T


he country can now return to normal after a month of politicians filling our airwaves telling us how much greener the grass will be if we vote for them.


You will be pleased to know I am not going to talk about politics. One


thing that did come out of the election was a prime example of how not to go about things when things go wrong. The opinion pollsters clearly had a bad time. I have always believed if you get something wrong admit it-and apologise. Of course, retailers and manufacturers only ever get things wrong on the 30th February each year.


On a serious note, the head of the polling organisations with the odd


exception tried to blame everything and everyone for them misinterpreting the data. This does not play well, if you muck up as spectacularly - sure have an internal investigation, but publically hold your hands up. My staff know that if they come to me and say “I got it wrong”-I will help them sort it out, if they cover up or do not tell me that is when I am tough on them.


While on the subject of communication, there are now so many different


ways of reaching your customers. There is an old adage that 50% of your marketing budget is wasted – it is just knowing which 50%. Today, we have to rely less on the media to sell our businesses to the public. The press of course can be a useful way to keep your company in the public eye, and it need not cost you a penny. Of course, you have to choose what you talk to the press about, but it is worth being on the journalists’ speed dial on topics which your customers are generally going to support you.


I am quite vocal on car parking charges, which are not fair given


regulations favouring the big supermarkets. If the car parking is free on a supermarket car park it should be the same in the town centre. Not preferential treatment but the same treatment.


You can now talk to your customers directly by writing a blog on your web


site; this is an excellent way of informing them of special offers. As well as chatting to them about local festivals coming up. I think the key to making this work to the benefit of the business is to keep it reasonably light. Customers do not want to read a dry text, they want to be informed and entertained.


The other ways is to use social media. Facebook is excellent as you are


not restricted to 140 characters and can add some entertaining and interesting things. Links work well on both Facebook and twitter. The idea is of course to increase your customer reach, after all we are here to sell more shoes!


In the final part of this I would like to say a few thank you to our major


suppliers in producing a really good article for the local paper in celebration of our 120th anniversary http://www.nwemail.co.uk/advertising/f-dickinson-footwear-1.1212199


A special thank you to Jo at Padders for providing us with two pairs of


shoes for our competition winners. I am not going to turn this into an acceptance speech, but I am very grateful to all the suppliers who have helped mark this note-worthy milestone.


If you would like David to look at your business costs, he promises that if he cannot save you any money you pay him nothing. But for every pound he saves you pay him, 15 pence. If you want to learn more email David on david@fdickinsonfootwear 01229 580654 Website: http://www


.fdickinsonfootwear If retailers are going to maintain a place on the high street we are going


to need to work closely with our suppliers. We have to honour our part of the bargain and pay on time, and they have to deliver the shoes on time.


That is not to say I have become all soft and sentimental and if issues


arise I will comment. I do think though it is very important to praise as well as criticise. We as retailers have to remember that our suppliers do need to be making a decent margin as well.


I am hopeful that we have been able to remind people that we are still


here, and by promoting our quality suppliers, our website and our business in an upbeat way-we will sell more shoes, which means we will need more products from the suppliers. Time will tell how successful this has been.


Trade is still tough but we have sold more sandals than we usual do by


this time in May. I am hopeful that this year is going to be better than last, as people are feeling more upbeat. I hope I am correct. After all the last couple of years have been harder than at any time I can remember. There is only so far you can trim your costs. I have again cut my electricity bill by 10% on renewal, by shopping around. There are savings to be made, but you have to be prepared to put in the work.


One thing you can be sure your competition will be trying to get an edge on you - so it is worth getting your retaliation in first. Have a good sandal season!


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38 • FOOTWEAR TODAY


• JUNE/JULY 2015


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