| THE SHOP DOCTOR
INSPIRES, MOTIVATES AND TEACHES GEDLING RETAILERS
Independent retailers and high street businesses in Gedling were inspired and motivated after a visit by Shop Doctor Diane Jackson in June
2011.
Diane is a retail marketing specialist with a real passion for helping independent retailers survive and thrive. She was invited by Gedling Borough Council to provide practical support for shopkeepers and improve the health and vitality of businesses in Arnold, Netherfield, Carlton and Mapperley. The initiative was funded by Gedling Borough Council and championed by James Mann Economic Development Officer for Gedling, this meant that local businesses could attend free of charge.
The programme consisted of four workshops or ‘surgeries’ on different facets of marketing: injecting great customer service ideas into business, improving knowledge and use of the web, advertising and promotions and visual merchandising. Spread over two weeks, the surgeries were held at the Expand Business Centre, Arnot Hill Park from 6 – 8pm and attended by 20 retailers and small business owners. Attendees were also able to learn about Gedling Borough Council’s Shop Front Grant Scheme and ‘Get it in Gedling’ – a FREE online business directory and discount card
scheme.
In an independent survey after the surgeries delegates were full of enthusiasm about the inspiration and help they
received.
The reaction of Toni Doleman, manager of the Oxfam charity shop was enthusiastic after she experienced a phenomenal increase in sales: “After the workshops I started applying the Shop Doctor’s ideas on layout and merchandising. Now, a customer isn’t leaving with one item, they’re buying six or seven!! So I’ve increased my sales by a phenomenal amount, thanks to the Shop Doctor. She inspired us, motivated us, taught us and entertained us.”
Manager Sandra Thompson from Chainstore Seconds in Arnold agreed, adding “No-one denies it’s tough out there and retailers are really feeling the pinch – but the danger is you can lose customers and therefore lose money. Customers want better value now and we have to give it and Diane showed us ways of doing that. Diane knocked the spots off Mary Queen of Shops. If Mary came round here it wouldn’t work anything like the same. I think some of her ideas are good, but not practical. The Shop Doctor was very real – she showed practical examples of what she’d done in her own area and you could see it worked. I’d have the Shop Doctor back here any
day!”
The Shop Doctor will be returning to Gedling in September by invitation to talk to businesses about forming local working groups. Watch out for details nearer the date.
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