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John Coulter talks about understanding what customers value about your store

Retail Focus: John Coulter

Are customers forgetting you’re a retailer?

People shop where they prefer. Where they can buy stuff at prices they like and be treated right. And you know that just getting one of these things wrong spells problems. Indeed, you know the shops you don’t like and why. The question is: would you shop from you?

Since the start of 2012 our blog Shop Talk has discussed topics like understanding what customers really value about you to getting people talking about your business, with a wealth in-between. And last month I asked whether indies have forgotten to retail, because through my travels I see such emphasis on repairs, I wonder if you’re in danger of becoming ‘back-street garages’? Places people only go when they need something fixed.

Retailing is simple: get ‘em in; get ‘em buying; get ‘em back. But, more than this, for you it’s about what online and the big chains struggle with – delivering an experience. Because you can let people actually touch, look at, try and talk about products – all in the right environment with the right support – you can give customers an experience.

Having previously covered ‘what’ to promote, this month’s Shop Talk is dedicated to discussing ‘how’ you can create your customer experience. We’ll cover how merchandising, shop layout and retail selling combine to define bricks-and- mortar retailing. All in nitty-gritty detail. Visit Shop Talk to find out more: ‘10 tips for better product placement.’

John Coulter is Business Adviser at Target Components, providing business services for free and without obligation.

07854 195 718


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