“Shops are not just rooms full of stuff you might like to buy. 

They are a form of entertainment.”  Mary Portas

The high street is becoming more and more competitive for independent retailers with the continued expansion of the big brands, their extensive retail formats and exhaustless marketing budgets.

How can independent retailers compete?

Very well if they are prepared to work to their strengths, smaller store formats with outstanding one to one customer service.

This programme is tailored to assist independent retailers to examine their retail offering and where necessary empower them with the information and professional help required to transform from mediocre, getting by, to stores with a sense of the theatrical, grabbing our attention with appealing store fronts, exciting windows, exceptional service and intriguing interiors. The following example can be tailored to suit your needs over a shorter/longer period.

Let the show begin……..

Creating Retail Theatre

“Shops are not just rooms full of stuff you might like to buy.

They are a form of entertainment.”  Mary Portas

Day 1               Setting the scene                           

am:                 

Introduction

An overview of the course, aims and objectives. Review of Retail Business Questionnaires. This will assist participants in preparing their Action Plans.

Corporate Identity

We will define corporate identity and the relationship between colour, font style, logo design etc and the target market of a store and identify its importance as a starting point for any new business or one in need of refurbishment.

                        Marketing

We will review all aspects of the retail marketing mix highlighting the importance of knowing your customer, tracking your customer and retaining your customer by using the latest methods and available technology.

                        Creating Captivating Windows

The shop window sets the stage.  It is a snapshot of what lies inside, a reflection of what to expect.  As in any form of advertising, it must capture attention and therefore it needs to be created in an innovative way, be well balanced, use colour, props and have a strong theme.  You have 3 minutes to capture a customer’s attention.

pm:                 

Practical interaction in groups covering the three areas above with mentoring from the trainers.  

Day 2        Curtain Up!     Act  1                       

am:                  Store Layout & Merchandising

These 2 functions cannot be separated and are designed to capture and stimulate the attention and curiosity of the customer the minute they step through the door.  A well designed interior will draw you this way and that without you even noticing.  A customer’s path around the store is predetermined from the minute the shop window captured their attention.

Customer Service

Customer Service and Sales are intrinsically linked. Here we will review Moments of Truth, Customer Needs, Good Customer Service in a retail space, Dealing with difficult customers, Tips to Connect & How to bring them back!

Creating an Action Plan

The Action Plan will provide trainees with a mechanism to improve performance of their retail business.  Essentially participants will review their premises and how they promote the business, consider where the focus should be and outline requirements for success,

pm:                 

Practical interaction in groups covering the 3 areas above with mentoring from the trainers.

Day 3 & 4       Act  2                                     

6 x Mentoring visits onsite each day x 2 Mentors.  Onsite advice and support & review of progress on Action Plans

Day 5       Finale                                     

am:          Submission of Action Plans and Dissemination