RETAILER PROFILE
increase the amount payable as the business establishes itself.
“By then, the customer base is growing. Your brand is getting out there,” he says. “You should be pushing your turnover up and therefore you can take on a little bit more burden of cost.” He would prefer sustained help with running
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costs to a grant that runs out before a business has found its feet. Without his industry experience and Mr Hall’s background in self- employment, he doubts they would have got this far. There are encouraging signs, though. Sales have been increasing month by month, customers have responded well and Mr Vidler still gets a buzz from making a sale, whether it is one washing machine or an order for a local builder. “There’s money to be made in the industry,” he says. “It’s the savviness that you need to employ.” For now, the aim is a profitable business that
“What I want is the brands to back up their name,” he says.
His experience with Hisense has been encouraging. He has installed products himself and bought his daughter a washer dryer, which she has been pleased with. Pricing and specifications matter, but he also watches parts availability and stock, particularly when demand rises unexpectedly. A good representative can make a difference, and he credits several with excellent support. Others will have to do more to earn their place. “If a brand is not performing… those brands
that are not up to speed are not showing in my showroom.”
Getting noticed locally Mr Vidler now designs the advertising himself and attends local networking events. Builders provide referrals, while customers and family help spread the word. His mother, who is nearly 90, sent in a friend looking for a larder fridge. One of the more successful ideas involved filling a washing machine with flowers for a local floral trail. The display won first prize and appeared in the local paper. One judge later visited to discuss a possible kitchen and appliance purchase.
Mr Vidler estimates it cost about £50 in flowers and a couple of hours’ work. Social media works best when there is some
personality behind it, he finds. A picture of his dog as the showroom’s “security dog” attracts more attention than a washing machine offer. A coffee-machine video, with Mr Hall demanding caffeine in the background, became their most popular post of the month. It also earned a like from NEFF. Small things, perhaps, but they give people something to remember when they next need an appliance.
Time to find their feet
Some of the biggest frustrations have been jobs Mr Vidler expected to be straightforward. Identifying the premises’ energy supplier and sorting the account took months, he says, leaving the business paying higher rates while matters were resolved. Broadband and IT brought more work, with
YouTube videos and patience helping him find answers. There have been long days and limited pay, and he has put redundancy money and savings behind the venture.
He believes new businesses need more
breathing room. His suggestion is to reduce business rates in the early years, then gradually
provides a decent living. Employing someone eventually could ease the workload, but becoming a millionaire is not the ambition. Mr Vidler would be happy with a few more holidays and more time with his family.
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