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It’s the little things that make a big difference

As I wrap up processing the spring 10 orders, it’s now time to get out of the office and visit as many of my customers as I can before I’m allowed to take my autumn holiday.

So many of my shops are an absolute pleasure to visit, and it’s when I’m on the road that I realise just how great our UK independent retailers still are. 

There is one particular store that always sticks in my mind as a sterling example of how important attention to detail is for an independent. An Aladdin’s Cave of a boutique, the owner of this particular store has such a way with people that she manages to make any visitor, including me, feel wonderful by the time they leave the shop. It is a glowing testament to her ebullient personality and that of her employees too that makes me wax so lyrical about her.

Last time I visited, I was asked, as every visitor is, if I would like a cup of coffee. She disappeared and came back with a cup – just how I like it – and I wondered how she could possibly have remembered that since the last time I was there. She quietly informed me that she actually has a list of all her customers and how they take their hot drinks. On a previous visit to her, she had to leave me in the store while she went home to pick up a necklace that she knew would be perfect with a dress that a customer was trying on.

It’s no wonder that this lady has a thriving business on her hands. Nothing is ever too much trouble for her and she continues to succeed in large part due to her customer service, which really is like nothing I’ve ever encountered before. In these tough times, this should be an inspiration to us all.

  • Clare Morgan runs the Clamor Fashion Agency in Wilmslow, Cheshire

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