So, we are half way through Independent Retail Month and what has it meant to us at The Dressing Room?
Always one to champion the independent cause, I got behind the initiative whole heartedly. I am so pleased that I did – it has been a great way to engage with our customers. It is great to remind people of the difference that shopping local makes to their community and to their shopping experience…
July is Sale Period: So events to drive footfall, not promotional discounting, was our aim
With the initiative falling during Sale Time we had to think of innovative ways to celebrate the campaign and drive footfall as discounts would not be an option. Firstly, we launched some competitions, inviting people to tell us ‘Why do you shop Independent?’ We have had a fantastic response to this, people love posting their reasons and stories about shopping indie. We are doing a different prize each week for the best comment.
We are also doing a raffle in store and online. Every time someone purchases with us in July they get entered into the raffle – the more they shop during July, the more chance’s they get to win a luxury goody bag! Everyone loves a giveaway and it provokes some great conversations about why people shop indie and how they like to support their local businesses.
Compelling results – 4% increase in sales on key event dates!
On Saturdays to boost footfall during July we are doing double loyalty points – this has had a fantastic effect and has increased trade on Saturday’s by 4%. This has been a direct result of the promotion.
Should Fashion Retailers get involved with Independent Retailer Month in July, as it’s sale time, or shy away?
To run this campaign during July has actually been a real success – it has driven footfall at a time when we need to shift sale stock, but we can also show people new season stock at the same time. For me it is imperative to boost margin during sale time by having 30% of my store at full price, it keeps my regular customers interested and entices new customers, so this is a great opportunity. I will certainly be backing the next Independent Retailer Month campaign and hope that many more will join in!
This feature was provided by Deryane Tadd, Owner/Director of The Dressing Room St Albans, an award winning ladies fashion boutique.