COMMENT Don’t miss a trick
No 5,848 - 14 December 2018
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Editor: Fiona Garcia 01622 699 161
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“I hope you are being pro-active and capturing some great sales”
Founded in 1874
I attended two evening events recently designed to get kick start Christmas and boost business for local retailers. As well as the Christmas light switch-on and live music, all of the shops and businesses taking part stay open late and host activities, or serve drinks and nibbles and take advantage of some important face-time with potential local customers. The dry cleaners did face painting, the charity shop had carol singing with someone playing
the piano, the antique and interiors shop served fizz and offered 10% discount on everything in store, the pet shop had someone in fancy dress handing out balloons… I could go on but I think you get the idea… Even the businesses without products to sell got in on the act, with staff from the local estate agents and the solicitors out on the pavement offering drinks and festive treats and engaging people them in conversation. What disappointed me the most was our local independent DIY store, who for the second year running, has chosen to stay closed and not participate in the event. Now, I probably have a more vested interest in home improvement shops than most of the
people in attendance but I am also a consumer and I know what would have inspired me. What was even more frustrating is that I know that this retailer had taken delivery of a load of pudding basins the week before – maybe accompanied by other festive lines but who knows because it all remained hidden from view in the darkened shop.
As well as making Christmas puddings, people may need essentials like batteries, superglue, string, blue-tack, scissors, tape, filler, screws, nails and fixings for hanging wreaths or stringing up outdoor lights… the list goes on. Even if you don’t stock decorations, there are still plenty of opportunities and, if like this retailer, you‘re going to make the effort to buy certain festive lines in, why on earth wouldn’t you let people know you stock them? Particularly when you have the highest footfall that high street has seen all year. At least create an eye-catching window display reminding customers that you are the place to go for these items, so they don’t have to get in the car and drive to the supermarket. I do hope the rest of you are being more pro-active and capturing some great sales this Christmas.
Editor, Fiona Garcia:
fgarcia@datateam.co.uk In This Issue
© 2018 Datateam Business Media Ltd. DIY Week incorporates Decor Retailing, DIY Retail Leaders, DIY Superstore, Do-It-Yourself
Retailing, Domestic Electrical Appliances,
Excellence In Garden Retailing, Excellence In Woodcare Retailing, Excellence In Timber Retailing, Excellence In Tile Retailing, Garden Retail Leaders, Garden Retailing, Hardware Merchandiser, Hardware Trade Journal, Homecentre, Home Storage Retailing, The Ironmonger, Ironmongery & Hardware, Lighting, Martineau & Smith’s Monthly Circular, Mercantile Guardian, Superstore Management, Tools Retailing, and Wholesale Leaders. No part of this publication may be reproduced by any means without prior written permission from the publishers. Every effort is made to ensure the accuracy of material published in DIY Week. However, Datateam Business Media Ltd will not be liable for any inaccuracies. The views expressed by contributors are not necessarily those of the editor or publishers. DIY Week is registered at Stationers’ Hall. ISSN 0954-8823. DIY Week is printed on environmentally friendly paper; both text paper and cover stock are elementary chlorine free and sourced from paper suppliers with a well planned environmental policy. This issue of DIY Week includes some editorial photographs provided and paid for by suppliers. Printed by Buxton Press.
P4 / NEWS
The latest headlines from across the home improvement and garden sector
P8 / BUSINESS INSIGHT Clive Daley talks throuhgh his year with ManoMano
and shares some top tips for other retailers
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P23 / AN INDEPENDENT REMEMBERS
Our independent retailer shares his festive memories
www.diyweek.net
P24 /YEAR OF GREAT PRODUCTS
A look back at some of the most exciting product launches this year
14 DECEMBER 2018 DIY WEEK 3 Published by
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