Being treated like any other shopper in the queue can be frustrating, especially if the face behind the counter doesn't know what they're talking about. For customers of manufacturer and retailer Croft Petals however, customer service is of prime importance and crafters are treated as an almost entirely different breed of consumer. “I think crafters are a very unique set of people,” explains managing director Matthew Delamere, “They're usually handmaking gifts and cards for friends and family so they're obviously a very sensitive and considerate group of people. I really do believe that it shows real passion in a person and as a business I think you have to respect that and make sure the way you do things is in line with that,” he adds.

Simply communicating on the same level as the consumer can improve their experience, says Matthew. “We always make an effort to talk to our customers and my team are all crafters themselves so they enjoy helping the customers and tailoring their orders,” he explains. “We make sure we give the same level of care and attention to all of our customers whether they come and buy an expensive item or just a couple of buttons. I'd much rather have 100 happy customers all spending no more than £4 a time than turn them away because I didn't consider them of high enough value. If you keep a customer happy they will come back.”

For Matthew, offering a wide variety of products is also key. “Some websites you go to are very rigid and I don't think these are in keeping with what a crafter wants; choice and flexibility,” he comments. “We offer beginner packs for new crafters but then we also sell everything in the kits separately for more experienced customers who want to be able to pick and choose.” The ready-to-go packs are an excellent tool to entice a new customer base says Matthew. “It's very important for the company to think about about those new to crafting; the packs are great for beginners and this is great because it brings a whole different set of people into the industry. But there has to be a balance and it's also important not to ignore the traditional and experienced crafters,” he adds.

“I think crafting is all about rediscovering family values,” continues Matthew, “because crafters are making things by hand for their home and for family and friends. It's a bit like going round someone's house and they serve up a homemade apple pie. We're trying to tune into that and slow things down – get away from the dot.com pace of life. Yet crafters are a very savvy bunch of people and many of them will visit our website to have a look at what's on offer before they buy so they shouldn't be undermined. So it's our aim to try and make those worlds cross over successfully,” he concludes.