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Go the extra mile on customer service

I bought the rights to the name of Snooty Frox in Harrogate in 2001 for £250, which has turned out to be a smart investment. At that time it was an eveningwear hire shop within a specialist bridalwear store.

Almost immediately I started to sell occasionwear focusing on mother-of-the-bride outfits. Since then I have increased the shop’s size and now sell outfits and accessories for every special occasion.

As the credit crunch started to bite late in 2008, I continually looked for ways to entice customers into my shop. Our best labels still sell well. However, I am constantly searching for new designers to keep ahead of the game.

With effective advertising I am now seeing greater footfall, and customers looking for the complete outfit buy matching
accessories, thereby maximising sales.

I keep my website up to date with the latest season’s collections, which generates telephone enquiries about stock, size and price. Once you have a potential customer on the phone it is easy to sell the Snooty Frox concept.

Gone are the days when customers were happy to trail from shop to shop looking for matching hats, footwear, handbags and jewellery. These days, time is of the essence and customers expect you to provide them with the complete ensemble.

To keep my customers in store without them feeling the need to ‘go away and think about it’, I will shortly be opening a coffee shop within the store. We like to think that this will be time well spent, as customer service is the key to successful sales and our aim is to have customers who leave the store with their Snooty Frox bag feeling like a million dollars.

  • Hilary Haresign is the owner of occasionwear indie Snooty Frox in Harrogate, North Yorkshire

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