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Fun in the Sun
Listed under: Retail Clinic
Published: Monday, May 18, 2009
Profitable, busy and a fantastic time to secure new custom, summer is a lucrative time for craft businesses. Designer Thea Cutting of Gallery Thea in Southwold discusses the importance of capitalising on this market
With an estimated 20% more British people expected to holiday in the UK this year and a further 26 million tourists predicted to visit the country from abroad, summer is set to be a busy time for the retail sector. But what are the secrets of tapping into this market, and how can you maximise your appeal?
Designer Thea Cutting certainly knows a thing or two about securing summer custom. Boasting her own ceramics gallery on the Suffolk coast, she relies heavily on tourist trade throughout the year and believes appealing to this demographic is the key to increasing revenue.
“People on holiday are in the ideal frame of mind for spending money,” she says. “Not only will they want mementos of their travels and something that'll remind them of their time in the UK, but they'll be looking for quintessentially British products they can take home for their friends and families too. Securing the custom of this demographic is incredibly beneficial, not only for boosting your footfall and overall profits significantly, but encouraging recommendations and future business in the long run too.”
But what are the top tips to attracting these customers to your store? “The first thing businesses need to do is register with all the local tourist websites, ensuring they make themselves as visible and attention-grabbing as possible,” she advises. “Make sure you focus on promoting products with a holiday feel, such as kits, colours or ready-made projects with a beach or summery theme.”
Of course, providing an excellent level of service is also of utmost importance, as Thea explains. “It is imperative to ensure customers have the best experience of your store possible, so ensure you remain as friendly, helpful and happy as you can. Remember, while these shoppers might not actually live in the UK, they will be able to return to your store at a later date via your website so it's essential to make the right impression.”
Thea continues, “Window displays are another fantastic way of attracting new customers to your store. Make sure you capitalise on the change in season by incorporating any summery products you have into the display. Don't be afraid to experiment with bright or slightly over the top colours and try adding little touches, such as seashells, fresh flowers or sticks of beautifully decorated rock, to really maximise the appeal of the store. Not only will this boost your footfall during the day, but it'll promote the business to passers by when the shop is closed, encouraging them to return to the premises at a later date.”
Last but not least, make sure you think ahead, providing customers with little reminders of the store – and its website – that will encourage future business in the long run. “Promotional literature which visitors can take away with them – such as company cards, personalised bags or information leaflets – are a fantastic way of ensuring customers don't forget about the store,” she adds. “Remember, many of them will be buying things for their friends and families, so providing them with information about the shop will not only generate future business from the visitors themselves, but also other people they know too.
“Appealing to this demographic is incredibly important, allowing businesses to increase their existing customer base and make up any losses they might have incurred over the past year. With the number of people holidaying in the UK expected to reach new heights this year, there really couldn't be a better time to tap into this market,” she concludes.
For more information about Thea Cutting and Gallery Thea visit http://www.gallerythea.co.uk
What will you be doing to attract summer custom this year? Email your ideas to .(JavaScript must be enabled to view this email address)
Designer Thea Cutting certainly knows a thing or two about securing summer custom. Boasting her own ceramics gallery on the Suffolk coast, she relies heavily on tourist trade throughout the year and believes appealing to this demographic is the key to increasing revenue.
“People on holiday are in the ideal frame of mind for spending money,” she says. “Not only will they want mementos of their travels and something that'll remind them of their time in the UK, but they'll be looking for quintessentially British products they can take home for their friends and families too. Securing the custom of this demographic is incredibly beneficial, not only for boosting your footfall and overall profits significantly, but encouraging recommendations and future business in the long run too.”
But what are the top tips to attracting these customers to your store? “The first thing businesses need to do is register with all the local tourist websites, ensuring they make themselves as visible and attention-grabbing as possible,” she advises. “Make sure you focus on promoting products with a holiday feel, such as kits, colours or ready-made projects with a beach or summery theme.”
Of course, providing an excellent level of service is also of utmost importance, as Thea explains. “It is imperative to ensure customers have the best experience of your store possible, so ensure you remain as friendly, helpful and happy as you can. Remember, while these shoppers might not actually live in the UK, they will be able to return to your store at a later date via your website so it's essential to make the right impression.”
Thea continues, “Window displays are another fantastic way of attracting new customers to your store. Make sure you capitalise on the change in season by incorporating any summery products you have into the display. Don't be afraid to experiment with bright or slightly over the top colours and try adding little touches, such as seashells, fresh flowers or sticks of beautifully decorated rock, to really maximise the appeal of the store. Not only will this boost your footfall during the day, but it'll promote the business to passers by when the shop is closed, encouraging them to return to the premises at a later date.”
Last but not least, make sure you think ahead, providing customers with little reminders of the store – and its website – that will encourage future business in the long run. “Promotional literature which visitors can take away with them – such as company cards, personalised bags or information leaflets – are a fantastic way of ensuring customers don't forget about the store,” she adds. “Remember, many of them will be buying things for their friends and families, so providing them with information about the shop will not only generate future business from the visitors themselves, but also other people they know too.
“Appealing to this demographic is incredibly important, allowing businesses to increase their existing customer base and make up any losses they might have incurred over the past year. With the number of people holidaying in the UK expected to reach new heights this year, there really couldn't be a better time to tap into this market,” she concludes.
For more information about Thea Cutting and Gallery Thea visit http://www.gallerythea.co.uk
What will you be doing to attract summer custom this year? Email your ideas to .(JavaScript must be enabled to view this email address)
