The “on your business” paradox.

The old adage of ‘too many people are working in their business and not spending enough time working on their business’ may have some merit but too often I see retailers get the basics wrong. As much as I believe in ‘working smarter’ and allocating time to allow you to strategise and work out the path to realising your businesses potential, there is still a need to remain ‘in’ your business to ensure the fundamentals are in order at ground zero.

It is vital that you do not lose touch. Your customers are of the utmost value and importance as too are your supply chains. To maintain the essence and intent of your business you must maintain your connection and relevence with those that keep the wheels turning.

The big chain stores rely on processes and infrastructure, they have too. As a small business, particularly those who are owner operator, you have a unique point of difference. That is, you... and the close nit group of like minded individuals you employ. Many customers choose to shop at owner operator businesses because they know what to expect and they want you to consistently fill that expectation. Many know you and are consciously choosing to support you and your business. That in mind you need to be there.

Brian Finlayson, Regional Manager of the NZ Retailers Association Advisory Team wrote an article ‘The importance of being there’ published in the August 2010 Retail magazine.

“I had encountered a retail owner who had recently opened a second shop and was struggling to keep his finger on the pulse of either business because he was spreading himself too thin... He was everywhere, but nowhere, losing contact with his customers and suppliers - and this was reflected in his out of kilter stock levels”

We set up a business with a vision and intent but as we all know at some level we need to fulfill customer needs and wants to be transactional. Too often I see incredibly cutting edge stores that everyone loves but no one spends their dollars at. They want to but don’t. This is why it is so important for business owners to spend time on the floor, in the business. It keeps you fresh with customer wants and needs, it keeps you in touch.

For this reason I have always respected league legend and TV personality Matthew Ridge for getting out there and cleaning the cars himself with his staff at his Car-fe car detailing business in Greenlane, Auckland.

Brian Finlayson goes on in his article to identify three quick little points he had witnessed in recent retail experiences:
~ 1. The importance of consistent customer experience.
~ 2. Open doors in winter or other ways of inviting foot traffic in.
~ 3. Planning ahead. With retail looking positive keep stock on hand but be aware of bottom line and expenses.

As a multiple store enterprise that simply cannot have you everywhere all the time, it is important to know what it is about you and the way you do things that your existing customers like and what your future customers are going appreciate and grow to expect. Get to the essence of you. Your intent with the business, the way you serve and what makes your business uniquely yours. It is of vital importance as this is what you need to capture and then inject across your multiple stores as you grow.

Document your thoughts on quality and ‘the way you do things IN your business.’ Capture the essence of you and then implant in in your business. Create a culture that you know customers love and that attracts the right type of staff to your team. And although this probably sounds like common sense, this is the crux of complete branding and application.

If this seems difficult or if you have always struggled to look introspectively no matter how good you are at summarising and critiquing others, hire a professional. It is our business to work with you to devise a new Retail Recovery or Retail Development ‘strategy’ that will tailor your way of retailing to fit today’s - and tomorrow’s demands.