Show and Sell – Its not a dark art! Guest Blog for #IndieRetail by @emlexpress

This blog was provided by Mark Adams, Director of EML Retail Display. EML retail display are one of the sponsors of the Support for Independent Retail campaign.
Having worked in retail display for over 20 years it never ceases to amaze me how retailers present products and services, I am not just talking here about independents, some corporates place little or no value on display and visual merchandising.

Look at your store through the customers’ eyes!

As a retailer I implore you to look at your store as a buyer walking in fresh from the high street, what do they see? Is it a clearly defined offer? Do you have high level display to draw your customers further into your store to look at higher margin product? Is your product facing the customer ready for them to easily touch and feel? You can then “show and Sell”

Maximise the buying experience to increase the sales rates!

All of these things are basics that each of us like when we shop and it is important we look at our own housekeeping to make sure we maximise the buying experience of each of our customers which will in turn maximise their spend and maximize your profits!

Keep your display appropriate to your ideal customer base and your positioning

Don’t get me wrong you have to keep your display relevant to the product or service you are selling, to attract the buyers and customers you want. If you have a discount store and you are selling on the lowest price proposition then there is no commercial reason to display these items on “Gucci” display stands it will switch customers off!

2 simple rules for visual merchandising success…

1. Decide on your proposition and work to it, create the atmosphere for your customers that they expect.

2. Make the buying experience good for them and a happy time they will come back and tell their friends to come to you!

For more support and advice from Mark at EML Retail Display you can download the free resource entitled “How to Improve your Visual Merchandising” at  http://www.independentretail.co.uk/resources/

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About Clare Bailey

Clare Bailey, The Retail Champion (formerly Clare Rayner), is one of the most well-known and respected retail experts in the UK. With unrivalled knowledge in retail, high streets and consumer matters, she offers unbiased, independent content – whether engaged as a professional speaker, for broadcast media, or for a written feature. Clare is a business woman, entrepreneur and founder of several small businesses. Having been born into a family of successful business owners, it was inevitable that she’d eventually jump off the corporate treadmill and step out on her own! Today her brand portfolio includes The Retail Champion, The Retail Conference, the Future High Street Summit and the Support for Independent Retail campaign. In addition, she is co-founder of Mobaro Retail UK and a non-exec director of Beed Virtual Assistant Services. Having started her career as a fast-track store management trainee for McDonalds, she went on to work with leading retailers such as M&S, Dixons and Argos. She moved swiftly into management roles before being headhunted into senior consulting roles with global software giant SAP, and international management consulting brand, Accenture. Her corporate background in senior retail, consulting and technology roles, coupled with her experience of creating and running her own business, has enabled her to be equally capable whether consulting to global brands or micro businesses. This unique blend has not only positioned her as a leading expert in all things retail, but has enabled her to add meaningful commentary and insight to the debate around the future of the high street, and, how technology is driving fundamental change in the way consumers, and businesses, interact. Clare has become an influential voice in her field, which has resulted in her becoming a regular media contributor and sought-after conference speaker. Often seen on Good Morning Britain, BBC Breakfast, Sky News, and Chanel 5 (to name a few), Clare speaks on a myriad of retail, high street and consumer issues – but is particular adept when it comes to explaining the context behind retail trading results, newly released data, and government stats, in a palatable and informative manner. In addition to broadcast and conference speaking, Clare is the proud author of two best-selling business books published by Kogan Page - The Retail Champion: 10 Steps to Retail Success, published July 2012 and How to Sell to Retail: The Secrets of Getting Your Product to Market, published February 2013. She has provided contributions to various academic texts, including Retail Marketing Management (published by Pearson). With an engaging, conversational yet informative style, Clare writes for press and content agencies, providing features, articles, blogs and opinion pieces as well as contributions to white papers and reports. However, when the situation demands a more serious style, Clare can deliver - In 2016 she wrote an extensive report for a major insurance and risk law firm, as a retail expert witness, to support a public liability suit. She found that project particularly enjoyable as it played well to her strengths – assimilating large amounts of data and information, identifying the key points and articulating that in an understandable manner. When not on TV or speaking at conferences, Clare’s “day job” sees her supporting consumer-facing businesses through her consultancy services. When asked to describe what she most loves about retail consulting it is typically the opportunity to “dig deep”, getting “under the bonnet”, in order to leverage the business data to uncover the insights that lead to “lightbulb moments”. She also loves working on business change programmes that centre on improving the processes and systems to increase profitability by supporting more rapid, better informed decision making, improving the customer experience, or simply by become more efficient and streamlined. In this respect she considers herself a “business engineer” with a brain that works like a relational database! Due to her years of experience, her logical, objective approach, her quick, rational thinking, she is known for being able to cut through complexity, seeing right through to the crux of issues, finding creative solutions that others may have overlooked. As if all that wasn’t enough, Clare is a working mum, juggling a home life in rural Lincolnshire with her partner, their 5 kids, 4 cats, and geriatric Labrador! For all enquiries, contact Clare directly on 01727 238890 or email champion@retailchampion.co.uk.
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