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‘We had to think of innovative ways to drive footfall’

Always one to champion the indie cause, I got behind the Independent Retail Month initiative wholeheartedly.

It has been a great way to engage with our customers.

With the initiative falling during Sale time, we had to think of innovative ways to celebrate the campaign and drive footfall as discounts would not be an option. First, we launched some competitions, inviting people to tell us ‘Why do you shop independent?’ We are doing a different prize each week for the best comment and have had a fantastic response.

Also, every time someone makes a purchase with us in July, they are entered into a raffle – the more they shop, the more chances they have to win a luxury goody bag. To boost footfall on Saturdays during July, we are doing double loyalty points – this has had a fantastic effect and has increased trade by 4%.

To run this campaign during July has been a real success – it has driven footfall at a time when we need to shift Sale stock and can also show people new season lines at the same time. For me, it is imperative to boost margin during Sale time by having 30% of my store at full price. It keeps my regular customers interested and entices new ones, so this is a great opportunity.

  • Deryane Tadd, Owner of womenswear indie The Dressing Room in St Albans

Readers' comments (1)

  • Thierry BAYLE

    Deryane, thank you for this input. People are continuing to shop ( may be less ) so this issue is whether you want them to shop with you or your competitor.
    Congratulations for driving new ideas.
    What I also like very much - as I do not see it all the times when I visit or work with retail clients - is the necessity to have enough FULL PRICE GOODS during sale time.
    You need to maintain margin and not just cash. In addition some of your customers are looking for new season's goods only.
    Enjoy the SS13 buying season and summer.

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