Shopfloor PROFILE: WHO?


Q: Why do you think your business won? Allan Will: Possibly the judges felt we have always tried to develop our business into new areas such as smart home, CCTV and Wi-Fi distribution, all whilst trying to maintain the highest standards of traditional retailing within our showroom. We’re in quite a unique location but we’re


relatively well known in the wider industry, and it’s the quality of what you do that shines through and I guess the judges saw that in us.


Q: What makes you stand out in the CE market specifically, do you think? AW: We’ve got very good displays in our store with lots of high-end televisions that are always clean, switched on and using manufacturer branding and POS. We’ve got a lot of space for customers to stand back and see the TVs working properly – you don’t feel cramped in the store. You can move around properly and appreciate these products from the right viewing distances, for example. And this is one of the things that sets us apart. Not only that, but our staff are some of the best in the industry. They are a real credit to themselves and the business and they work hard every day; we have many long-serving employees throughout all our departments, this experience ensures work is completed efficiently in order to retain margin. Any one of the staff that explains our televisions to


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“We’ve got very good displays in our store with lots of televisions that are always clean, switched on and using manufacturer branding and POS,” says Mr Will. “We’ve got space for customers to stand back and see the TVs working properly.”


customers has got a minimum of 15 years’ experience and no one really leaves our store without all the information they need.


Whether the customer ends up buying something


from us or not, they should get the right, honest information on everything we sell; we advise our customers to gain their trust and confidence, as opposed to simply just pushing a sale.


Q: Following the ERT Awards in October, did you shout about winning your award? AW:We did! We’ve promoted the award quite a bit. It gives us such a good feeling of good will from our customers – we don’t often hear from them


unless they’re in the store but when we posted online about winning this award and us collecting the trophy in London, we had so many messages of congratulations and support, it was great to see and really quite humbling. People took the time to wish us well and this


really authenticates what we do and how we do it. I could see the happiness in our staff as well, and I know they feel great about it. So I’m pleased for them too as it’s a team effort at the end of the day. We’ve got the ERT Awards logo on our website and all over our advertising that goes out now – including a front page ‘splash’ on our latest leaflet; we feel it’s really important to shout about winning


this award. Customers definitely have confidence shopping with an award-winning retailer. We are also really driving the ‘shop local’ message this year, and it shows people that despite operating from a small market town, we’ve got a great store that’s been recognised at a national level and everyone should be encouraged to visit!


There’s more from Mr Will on his advertising techniques at Booth Scotland in ERT’s special Local Marketing feature over the pa ge.


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