nickshanagher

“To really excite and delight customers there has to be something unique and special about what you deliver,” writes John Hoerner at the end of How To Sell: Recipes For Retail , his brilliant book on everything he has learned in a stellar 50 year retail career. Put this book on your Christmas list. Hired from the US in 1987 to run Debenhams Hoerner was so successful he ended up running the Arcadia group until he retired in 2000. A year later Tesco recruited him to develop its clothing business. This book is organised as a series of recipes for success. He argues that his lessons will work for any retail business and I think he is correct. While convenience stores are not in the business of markdowns or as exposed to not buying the latest fashion must-haves, they still have to get the basics right and then find the magic ingredient that makes their shop special. “When you get it right for customers, almost EVERYTHING ELSE works…when you don’t get it right for customers, almost N...

Jeff Pearce was just about to pull the steel shutters down at the front of his store when he noticed a young girl sitting on the ground with a blanket around her shoulders. It was 24 December and cold and Jeff was looking forward to two days off with his family before the sale started at 9am on 27 December. "Are you all right," he asked her. "I'll be all right if you've got a black pair of size 10, leather pants for just £1," she said. Jeff's first thought was that the Liverpool Echo had printed the wrong date for the start of his sale. His small shop in Church Street was doing OK and Jeff thought it could do better, hence the £1 leather pants offer. As an independent retailer, he was experimenting with marketing. He could not believe this girl was planning to spend two days camped outside his shop. He suggested that she could go home. She declined. Later that night, after talking with his family, he decided to drive by to see if she was still t...