048 049 apollo blinds DSAR 1/3/07 4:57 pm Page 1
Advertorial
We know people prefer to buy into a brand
and the service which comes with it as much
as the product they are purchasing.
Knowing your customers
is the key to success
The importance of knowing your
I
t’s critically important for a 18 months ago we knew who we
business to know its customer wanted to target. We had extensive
customers is critical for any
base. I know this may sound socio-economic data about our target
business. Apollo Blinds’ General
blindingly obvious, but if you are audience as well as supplementary
thinking of starting your own franchise information about their lifestyle and
Manager Patrick Harrison discusses
business one of the critical questions habits. We created a brand that would
why the company commissions
you should be asking yourself is who appeal to them and we are now seeing
your customers will be. Can you an increase in the number of what we
regular research on its customer describe them? Could you identify call cash-rich time-poor customers.
profile as part of its strategy for
characteristics about them? Do you We know these people are very
know their habits and preferences? capable of buying and fitting window
network growth Could you identify a celebrity that best
blinds themselves but they much prefer
exemplifies your target customer? to buy into a brand and the service
It’s actually a harder process to which comes with it as much as the
SUMMARY
generate the information which product they are purchasing.
answers those questions than it first For them, they are not just buying
TYPE OF FRANCHISE:
appears. Our franchisees do find that a window blinds, they are getting expert
RETAIL
wide cross-section of the public visit advice on the right window blinds so
INDUSTRY SECTOR:
their showrooms and for us that’s one they can maximise the mood and
HOME IMPROVEMENT
of the key benefits of having a retail atmosphere of each room in their home.
premises, because anyone can walk in And once they have worked with one of
IDEAL FRANCHISEE PROFILE: off the street to get help and advice on
our franchise consultants then it
Franchisees must be honest and committed
buying window blinds. naturally follows that they prefer to
to developing a profitable business in tandem
But just because anyone can walk have someone from Apollo Blinds
with Apollo Blinds.
through the door doesn’t mean that we come in and fit the blinds for them.
should base a business model on being And the best part is that they are
YEAR ESTABLISHED:
all things to all people. Not even the prepared to pay a premium for this so
1970 leading supermarkets can achieve this, our franchisees can achieve even higher
although it sometimes feels they are as profit margins.
FRANCHISING SINCE:
close as anyone is ever going to get to Our franchisees are already
1972
doing it. reporting that they are getting more
NUMBER OF FRANCHISEES:
But where they have set the enquiries from households where
85
benchmark is the clinical precision with before the old-look Apollo Blinds
which they know their customers and would not have got a look in. But,
use this to their advantage to strengthen better than that, franchisees are also
INVESTMENT REQUIREMENT:
the loyalty of existing customers and reporting that they have more
£25,000 + Franchise Fee
maximise their spending. confidence to show these customers the
We have followed their example more exclusive higher-end ranges that
PRIORITY RECRUITMENT LOCATIONS:
and it is paying off, quite dramatically. we have available.
Midlands, South of England, Wales, Ireland
When we launched our new branding It’s amazing what the power of a
48
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