As the footy season kicks off, the sports pages are full of transfer news.
Who’s moving on? Who’s coming in? Our equivalent of all this transfer activity has been the summer Sale. Like most people, we were overstocked due to trading conditions, so we decided to make more of an effort to ‘transfer’ our unwanted merchandise out of the shop.
To build up demand, we started our Sale late, on August 4. We did a postal mail shot – not emails – to 1,400 names on our database and had people outside the door before we opened, with coffee and croissants on offer.
We did some good business for the next two weeks of the Sale.
I offered everyone who spent more than £100 the chance to win an iPad 2, which cost me about £350. That investment has proved a great data capture exercise, giving me new names and addresses (including emails) and allowing me to validate or update existing ‘fans’ of the shop.
As for all footy managers and indies, the transfer/Sale period has been hectic but rewarding too. The grass is cut. The lines are marked out. The new autumn kit has started arriving. We are ready for the kick-off to another new season.
- Bruce McLaren, Owner of Dalziel Kingsize Menswear in Woking and chairman of the Fashion Association of Britain (FAB)