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EDITOR’S COMMENT Jack Cheeseman


November 2020 ertonline.co.uk


‘Maybe Christmas doesn’t come from a store. Maybe Christmas perhaps means a little more’


L


et’s face it. We all can’t wait to see the back of 2020. It’s been a year like no other and many are simply praying that we make it through the deep, dark winter unscathed and wishing for better


things by the Spring next year. Just the frantic festive period to endure before we can close the door on


this remarkable year. At the time I’m writing this, we don’t yet know if retailers in England will definitely be allowed to reopen following lockdown 2.0, which is why so many are reaching out to customers via other means. And that could make things very interesting in the lead up to Christmas – inevitably THE busiest time of year for electrical retailers – as everyone has to re-think their core activities in order to reach any recognisable figures if this was a “normal” December. Paul Laville writes this month about how to differentiate to win customers


when nearly all retailers are trading online or by phone. How can you give your customers something they will value and what does that look like? I have heard some great stories of retailers going the extra mile in recent months, but as Paul says, now is certainly the time to prove that you really will go that extra mile – go two miles! – for your customers and communities this Christmas.


Talk with other retailers, share ideas and tips for success, look out for


each other. This year has been tough enough so let’s look forward to a magical month and whatever you’re up to (no doubt a bit different this year), have a holly, jolly Christmas and a super successful start to 2021!


13


Something to definitely look forward to is the ERT Awards 2020! As I’m sure you are already aware, the finalists have been announced. You can see the full shortlist on pages 14-15. The winners will be announced at


the first ever live-streamed ERT Awards ceremony on Thursday 3 December. Make sure you join us from 4pm on the ERT Awards website – www.ertawards.co.uk – to celebrate the best and brightest from across the electrical retail industry. What a way to finish the year!


Huge congratulations to all the


finalists! Being recognised is a great achievement in itself and thank you to everyone who took the time to enter amid some very difficult months this year. Massive thanks also goes to the


judges – Robert Hughes, Daniel Todaro, Clare Newsome, Paul Hide and Richard Stevenson – pictured above – for giving up their time to be part of the decision process for the retailer categories. We all met on a video call – how else do we do things


these days?! – last month for the panel to discuss and deliberate which businesses they thought stood out from the crowd. Their experience and expertise is invaluable and their involvement is crucial each year. Meanwhile, the manufacturer/supplier


categories were voted for by retailers using a dedicated online platform, so if you took the time to vote, thank you. It will certainly be an exciting


afternoon on 3 December! Join us from 4pm to find out who the winners are!


Email the editor at jackcheeseman@ertonline.co.uk What do you think ?


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