RETAILER SPOTLIGHT fully replicate. Managing an online store also brings new challenges, including
product returns and fault claims. Some issues are genuine defects, while others arise from misunderstandings about how products work. “We always try to resolve things through communication first,” he explains. “We want customers to feel treated fairly.”
Building a digital presence Potters’ online presence extends beyond e-commerce. Social media platforms have become a key tool for engaging with customers and showcasing new products. Each platform plays a different role. Instagram highlights new arrivals and quick product demonstrations, often through short video clips and reels. TikTok offers a more playful approach, helping the store reach younger audiences with light-hearted content. Facebook, meanwhile, focuses on community engagement - sharing news about local events, awards, and milestones. “It’s about understanding where your audience is and how they use each platform,” he says. Paid advertising through Meta platforms also helps the business reach new customers who may not yet know the store.
taught, but the right mindset is harder to find.” Ensuring new employees fit the team culture is crucial. “I want people who genuinely enjoy helping customers,” he adds.
Blending online and physical retail Like many independent retailers, Potters has embraced e-commerce while maintaining a strong focus on its physical store. Most of the products available in-store are also sold online, and digital sales have become an increasingly important revenue stream. Larger purchases - particularly coffee machines and small domestic appliances - often perform well through the website thanks to the convenience of home delivery and flexible payment options such as Klarna. Yet Mr Carter believes the in-store experience remains irreplaceable. “Customers still want to come in and see products in person,” he says.
“They want to feel the weight of a pan or test how a knife sits in their hand.”
That tactile experience is something online shopping cannot
February/March 2025
housewareslive.net
Strengthening the high street For Mr Carter, the success of Potters is closely linked to the health of Hockley’s high street as a whole.
Rather than viewing neighbouring shops as competitors, he believes collaboration is essential. “We’ve got a group of local traders who stay in touch through WhatsApp,” he explains. “It helps us organise events and share ideas.” One of the most successful initiatives has been a Halloween trail designed to bring families into the town centre. “We had over 500 children come through in just a couple of hours,” Mr
Carter comments. “The atmosphere was fantastic.” Other planned activities include Easter egg hunts, farmers’ markets, and seasonal events designed to attract visitors and create reasons for people to spend time in the area. “We realised that if we don’t do something, the high street could slowly disappear,” he says. Working with the local council on initiatives such as trial free parking has also helped encourage footfall. “It benefits everyone,” he adds. “When people come into town, they visit multiple shops.”
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