PROFILE
Independent retail resilience How to succeed against the odds
In a world that is increasingly dominated by a handful of large corporate brands, independent retailer,
Pen Heaven offers its advice and guidance on how small businesses can be successful in 2020. The family run independent business was founded in 2008.
W
ith online retail feeling governed by massive corporations,
there are still ways to stand out and flourish as an indie brand, especially in the growing consumer market.
“Internet giants needn’t leave a bad taste in your mouth, and sure, whilst you may not have the mass volume that they can offer, you have something perhaps even more valuable - a personable approach.” David Cole, director, Pen Heaven.
As shopping trends continue to change, with more people wanting to make a ‘better’ purchase, it’s never been more important to know your niche and stick to it. Providing friendly expert advice on their product range is just one of a number of services Pen Heaven pride itself on. From brand guidance to picking the right tools for the job, and providing excellent aftersales, the online retailer draws on its vast knowledge of its niche to give its customers a personal service.
“Effective customer service is where it is at for us. The entire team has extensive knowledge of our product offering, enabling them to give invaluable information and recommendations. This ultimately gives the consumer an unparalleled service,” added David Cole.
In the same way, your product selection should ref lect your individual approach. For example, Pen Heaven offer a carefully curated collection with the customer in mind, trawling through 1000s of items so the client doesn’t have to. The luxury retailer’s website is tailored towards buying a pen first and foremost, giving just enough choice so as not to overwhelm. Nib sizes, compatible refills, coloured ink are all considered, with related and recommended items displayed on each product page. Oftentimes, too much choice can work against you as a retailer, leaving the consumer more confused and not making that all-important
“Understanding your true USPs is vital, and outlining these to your customers is a must that should be pushed at every opportunity.”
38 Direct Commerce |
www.directcommercemagazine.com
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