Thursday, 2 August 2012


The Dressing Room’s Deryane Tadd tells Isabella Griffiths why Independent Retailer Month was a success for her store.

Always one to champion the independent cause, I got behind the Independent Retailer Month initiative wholeheartedly. I am so pleased that I did – it has been a great way to engage with our customers. It is great to remind people of the difference that shopping local makes to their community and to their shopping experience.

With the initiative falling during Sale time, we had to think of innovative ways to celebrate the campaign and drive footfall as discounts would not be an option.

Firstly, we launched some competitions, inviting people to tell us ‘Why do you shop Independent?’. We had a fantastic response to this, people love posting their reasons and stories about shopping indie. We did a different prize each week for the best comment.

We also did a raffle in store and online. Every time someone purchased with us in July, they entered into the raffle – the more they shopped during July, the more chances they got to win a luxury goody bag. Everyone loves a giveaway and it provokes some great conversations about why people shop indie and how they like to support their local businesses.

We also included double loyalty points for our shoppers on Saturdays, to increase footfall – this has had a fantastic effect and has increased trade on Saturdays by four per cent, which has been a direct result of the promotion.

To run this campaign during July has actually been a real success – it has driven footfall at a time when we need to shift sale stock, but we can also show people new season stock at the same time.

For me it is imperative to boost margin during sale time by having 30 per cent of my store at full price, it keeps my regular customers interested and entices new customers, so this is a great opportunity.

I will certainly be backing the next Independent Retailer Month campaign and hope many more join in.

Deryane Tadd, owner of The Dressing Room, St Albans

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