EDITOR’S CO Will McGill
EDITOR’S COMMENT
10
Just a thought… L
et me tell you about a conversation I had recently.
I was chatting with a retailer who’s done
incredibly well at the ERT Awards over the years. Naturally, I congratulated him, but what he said next really stuck with me. He told me, quite deliberately, that all of their trophies are displayed front and centre in the showroom. Not hidden away. Not kept in the office. Right there where customers can see them. And apparently, people notice them all the time. Customers pick them up, ask what they’re
for, and that opens the door to a really powerful conversation. When the team explains that these awards are judged across the industry, that they’re up against other retailers and recognised as among the best, it instantly changes how customers feel. There’s a level of trust that clicks into place straight away. It reassures the customer that they are speaking to the best.
It really got me thinking. We often talk about the ERT Awards in terms of the night itself, the celebration, the recognition, the well-deserved wins. And of course, that’s a huge part of it. But actually, the real value runs much deeper than that. But really it says that you’re proud of your business. That you’re willing to put yourself forward and be measured against the very best in the industry. And whether you’re shortlisted or you go all the way and win, that recognition doesn’t just stay in the room on the night, it follows you back into your showroom, into your marketing, and into every customer interaction. Because here’s the reality: customers don’t always know what makes one retailer better than another. They’re looking for signals, reasons to feel confident they’re making the right choice. Whether that be through reviews or an award, especially one that’s independently judged, does exactly that.
It bridges the gap between “we’re good at what we do” and “this has been recognised by the industry.” That retailer I spoke to has clearly understood something important. Those trophies aren’t just nice to have, they’re doing a job. They’re building trust before a word is even spoken. They’re backing up the sales conversation without needing a hard sell.
So if you’ve been on the fence about entering,
I’d really encourage you to think about it differently. It’s not just about winning (although that’s always nice). It’s about what entering says about your business, and what recognition can do for you long after the awards night is over. Enjoy the read.
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