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talking Buyer’s’s Eye Lawsonsmanaging director Liz Lawson Liz Lawson reveals what’s’s hot, what’s’s not and


what’s’s next for the south-west housewares chain chocolates (made at Cullompton in Devon) and


themed tea towels designed by regional artists. Next yearmarks the 400th anniversary of the sailing of theMayflower fromPlymouth UK to PlymouthMassachusetts and we have some specific gifts for this too, for when our American cousins come to visit our store in Plymouth city centre.


Lawsons’ new Eco products co products


On the back of the plastic-freemovement,more andmore eco-friendly goods are coming to the fore.Most people want to do their bit for the environment and it’s our job tomake it easy


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customers via broad brush advertising and attract themto our stores.


Therefore, we thought the best thing to do is to talk to those customers in our community who have an interest in us, have bought fromus before, and will hopefully react favourably to our communications.


Youmay think we are slow to the party. However r,, we’ve had a loyalty systemfor over 20 Laws Devon city


wsons began trading in the centre of the south ty of Plylym


13 Cornwall Street September/October 2019 ymouth in 1904, and now operates at


years - but we didn’t really utilise it to talk to our customers. They just got the benefit of some discounts.When we did customer research, we discovered that they thought they belonged to Lawsons and felt included.


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entertaining content, altruistic pay-off by charity donation, and so on.


Wemay not hit all of these areas. However,r, the importantmessage is to treat people as individuals, give themservice they enjoy, and an experience that they will remember. As independents, I know we can do that!


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