viewpoint Indie
O 24 Toyworld
ver the coming months we’ll be looking at what it means to be an independent toy retailer and talking about some of the issues affecting
business. We hope you fi nd it a place to feel connected and realise you’re not alone – that we’re all facing similar issues in order to thrive and survive! Who am I? I’m one of you: Jo Nicholson
of Little Nut Tree Toys – an independent toy retailer in Wilmslow (Cheshire) and a woman who is fast gaining a reputation for being outspoken about things I feel passionate about. I’m happy to be the one to say what needs to be said and fi rmly believe that in most cases this can and does make a difference. Even if all it does is make you feel you have stood up for what you believe in! So what’s on this month? Well, with the launch of Toy World (which I’m personally very excited about) we see ourselves scarily hitting the fourth quarter of the year (yikes, where has the year gone?), which is exciting and terrifying at the same time. My toy shop in Wilmslow showed growth in the fi rst two quarters of the year which has been fantastic however that has slowed to a static, no growth scenario which, to be honest is well and truly freaking me out! So, what does the 4th quarter hold for us?
Are we thinking solely about the impact of the economic growth (or possible lack of it), or are we also wondering what the Great British weather has in store for us this year? Let’s face it - it was pretty diabolical last year!
What are the big businesses doing to get ready? Will they have a Disaster Recovery
Jo Nicholson Little Nut Tree Toys
The rollercoaster ride to Q4
plan or something similar? It’s what we need to be thinking about and preparing as small businesses. It’s so easy to be thrown around by
external forces: recession, weather, the holiday season, but we need to learn to surf the situations that come our way. We need to be in control. There are ways around things. It’s up to use as independents to be clever. We are swifter than the big giants such as Toys R Us, Argos and Tesco with huge advantages to being small. So yes, the most important weeks of the
trading year are marching upon us... but let’s not just roll with the punches this next quarter. Let’s think creatively. What will we do if the weather strikes hard again? How will we HELP our customers to buy our toys? How do we get them to buy into ‘Local’, rather than large chains? There seem to be a lot of questions that need answering and that’s because I believe that each day, week, month and year we trade sees us in unique situations. It’s critical as a small business to keep asking yourself questions, because if we don’t then I can guarantee you, your customers will. Imagine... the weather has hit, the very
week you are anticipating your best sales of the year! Well, for me that’s disaster. My customers all live out in the sticks and the small roads are the last to be gritted. My plan for this year (if it happens) is to put an advert in the local paper (hmm – if it gets to their door); speak to my contacts at the local radio stations – and offer my customers a delivery service. We’ll ask what their toy needs are (and even if they need a pint of milk and eggs), get them to buy over the phone and FIND A WAY to deliver it to
them. My shop is near farms... can I engage the services of a farmer and his tractor? Not only does this solve my customers’ problems, it would get me local PR to boot, and bring a bit of fun to a pretty diffi cult situation. Offer loyalty schemes to your customers.
Yes everyone is doing it – but very simple, very cheap and the smiles on their faces when they realise we are giving them something back as thanks is worth the margin. Your ideas don’t have to be rocket science, just enough to keep your customers loyal and focussed on why you are the best! Okay – one idea is slightly ‘out there’,
the other fairly un-dramatic but it’s what we need to be doing. Find the corners, the angles, the places where other people aren’t working or doing business. Be the best for your customer and think outside of the box. We know it affects online sales just as much as local, street level sales. So let’s start planning. Make it impossible for your current and potential customers to go elsewhere. Be IRRISISTIBLE! COME ON!!! That’s my rousing ‘Gladiator / Braveheart’ war cry by the way! We CAN do it!
* When she isn’t trying to borrow tractors from local farmers, Joy Nicholson owns and runs Little Nut Tree Toys in Wilmslow, Cheshire. Yes, she is a real independent retailer who doesn’t need anonymity to make a point.
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