“A common issue with independents is being denied access
to product because it is being sold somewhere else in a town,
particularly when exclusively to a multiple”
The goal of service improvement by such as stocking licensed product. 17 or optionally an FSC will call and take communicated correctly. Worse still for
both Cardgains and its suppliers has Personally speaking, after being around an OOB order.” the supplier, the business can end up
been launched under the 2010 marketing for 65 years, I don’t think Thomas The I mean, what’s all that about?! being placed elsewhere.
initiative ‘We can help’ (see page 84) Tank Engine could be seen as a risky
with the ultimate aim of growing both line, but you wouldn’t know it to speak to Q: So what do you think is the Q: What issues are independents
parties’ business and giving them the some retailers. way forward? telling you they would like
tools to compete in a highly competitive I’m also suspicious of the “I know A: I know it’s a bit of a cliché, but it’s vital addressed?
marketplace. best” attitude of some operators. Many that suppliers and retailers work together A: Without doubt a common issue with
are on top of their game and know their and have a better understanding of each independents is being denied access
Q: How does the card retailing shop and customers inside out, but when other’s businesses. to product because it is being sold
landscape look to you in 2010? I hear retailers saying things like: “I know If everyone takes their own somewhere else in a town, particularly
A: I think it will continue to be competitive what sells in my shop” or “people come responsibility, this will enable relationships when exclusively to a multiple. It’s
and every retailer, big or small, has its for miles …” I usually fi nd these are the to be built and developed, allowing especially frustrating when a large
own concerns. stores that have drawers full of excess both parties to support each other and specialist independent loses out to a small
Whilst Asda worries about Tesco, stock. ultimately grow the sales. branch of a national chain in a town.
Dobbies worry about Wyevale, and Product offering can often be too Independent retailers can help High population postcodes can often
Smiths has concerns about Boots, the ‘safe’ and potential sales can be lost themselves by adopting marketing accommodate more than one account
independent has to take on everybody. by avoiding concept buying and being strategies like in-store promotions and and each case should be reviewed
Rightly or wrongly, independents too price point conscious. Plus, there is customer competitions, use of strong separately. If nothing else, suppliers
pigeonhole retailers within each sector nervous support for new products – the PoS material, local press contact, loyalty should adopt a ‘come clean attitude’
in an attempt to understand their ‘wait and see’ mentality. cards and special event days. Also to when advising retailers.
competition and maintain an advantage. Independents are not natural encourage staff creativity by focusing Another frustrating element of the
That is: marketeers as they are reliant on on in-store displays paying particular supplier/retailer relationship is contact
publisher support. They often struggle attention to window dressing. continuity. A regular, direct call by the
Supermarkets = big footfall, big sales with ‘mix and match’ PoS provision as Selling in-store with confi dence, by same rep or agent is required to help
but poor service. well as the creativity and skills to produce adopting the attitude that every purchase, develop the independent’s business and
Specialist multiple = high priced, eye-catching window displays. with the exception of a sympathy card, the relationship rather than relying on
duplicate displays. Finally and sadly, I feel that not can be supported by a gift. Customers telesales or brochure selling. Head offi ce
Discounter = dangerous and crippling to enough independents take the time to must be led along the ‘purchase journey’ sales back up with strong customer
the industry, price driven. visit the trade shows and exhibitions that including gift, wrap, tag and balloon – the support is also paramount to solve any
Garden centres = high priced product are available to them. I understand the card is just the start of the sale. Retailers supply problems after the sales person
mix benefi ting from weekend and pressures on time and costings, but the also need to move away from being has done their bit, continuing the service
seasonal trade. supply side of the industry support some ‘pricepoint shy’ and be confi dent of the chain.
fantastic events throughout the year, value for money of what they are selling, Regular sales calls provide a history
Q: What do you see as the key showcasing product, promotions and always saying: “It’s only …” instead of and reap long-term rewards. We need
strengths of the independent initiatives, which deserve better support apologising for the price if asked. to remove the prevailing ‘sell in and
sector? from independent retailers. disappear’ culture and revisit old school
A: Historically, we’re known as a nation of Q: What other areas do you think service levels.
shopkeepers and with the need to make Q: Do you think independent can be improved? Here’s an idea:
a profi t to pay the bills and earn a living, retailers are well served by A: Better communication is a must. Make an appointment
the majority of independent shopkeepers suppliers? Suppliers need to make sure all levels Turn up on time (and on the right day)
are fi nancially driven. A: We have some great levels of service of their operation understand the needs Identify slow sellers
And because they have many years built, in part, on the desire to win and requirements of the independent Pull Tickets
of trading in well-established businesses the accolade of ‘Best Service to the retailer. Often, they are not looking for Sell in seasonal or new lines and offer
they are experts in their fi eld. This Independent Retailer’, but I feel the indies priority but don’t want to be at the alternatives for slow sellers
strength in local communities allows are sometimes overlooked or put to the bottom of the picking list either. Make another appointment
them to develop personal customer back of the queue in favour of national It would be nice to see sensible Confi rm delivery (where possible)
relationships as well as creating a friendly or regional multiple accounts where the communication between companies, Follow up with a courtesy call.
atmosphere in their stores. ‘Golden Egg’ is perceived to be waiting. particularly on joint ventures. Whether It’s not rocket science is it?
Because a central buyer or area And then there is my own personal suppliers are advising each other of new It’s fi ne-tuning and going the extra
manager is not dictating to them, any bugbear – industry jargon! pocket allocations, barcode changes mile that will ensure success for both
change or trend can be responded to For example: or simply a merchandising date, there retailer and supplier. Fortunately we have
and acted on immediately. ‘We now have 932 everyday skus, needs to be an exchange of accurate many retailers and suppliers who have
so in week fi ve our AM can install a information with realistic lead times. this as their focus in 2010. Generally
Q: What about weaknesses? NML including poppets and large Late delivery, ‘product on the water’ speaking, bad service is not the norm,
A: Some independents can be very cards. Christmas cellos and solids, or a sales person off sick are all issues but improvement is always possible.
apprehensive towards any new accompanied by FSDUs, CTU’s and that can have a signifi cant impact Hopefully between us, ‘we can help’ the
investment and will avoid ‘risk retailing’; pocket identifi ers will be delivered week on an independent’s business if not independent retailer.
www.greetingstoday.co.uk 87
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