talking shop We catch up with independent nursery retailers to find out how they coped during lockdown and business moving forward.
Annette Owles-Bryan ANNETTE’S PRAM SHOP
How is everything with you and the team? Everything is lovely here. During such difficult times we are happy to announce that we have recruited a new team member, which will add strength to our team and our level of customer service/experience in-store. We are settling into our new appointment systems, which is working exceptionally well for us.During lockdown what has been your largest challenge? Keeping away from the fridge has perhaps been the hardest challenge! The largest are for us was talking to suppliers as many were running on skeleton staff and also working from home. However, that said, all of our suppliers have been fantastic and helpful. It’s strange running your business while in your PJ’s! Although we had to shut our doors, deliveries have been smooth, with many arriving directly to my home or being sent direct to our customers by the supplies. We found social media and our Facebook page an absolute lifeline, and coupled with the shop telephone being directed to my mobile, it was amazing how successful we were during the lockdown period. How are you currently operating? We are currently operating a one-to-one appointment system - which I have to say is proving incredibly positive for us and we may consider keeping this system. We’ve decided to remove all pick up lines from our shop floor and concentrate on core products lines, for example, prams, and larger nursery equipment coupled with products that can be used for up-selling when we are showcasing these ranges. This is working really well for us and we are converting a high percentage of these appointments into sales. One thing is for sure, we have found that through this new system we are more in control of our business which is creating a less stressful working day and in turn, I’m not such an ogre! Finally, do you have any advice you could offer your fellow independent retailers? Keep smiling. There’s always light at the end of the tunnel. Congratulations to everyone who has made it through thus far.
Sue Dronfield THE BABY BARN
How is everything with you and the team? All very positive, our appointment system is working well and customers are placing orders, so happy days! My staff were a little apprehensive at first - 3 months off is a long time and they were worried about how much they may have forgotten. I did a couple of staff training days prior to opening and they are pretty much back up to full speed! During lockdown what has been your largest challenge? I would say remaining sane and staying awake! It has been a long 3 months however, we were lucky to have collections on forward orders and worked hard on promoting any lockdown offers and promoting new products on our website and social media. Did you manage to operate prior to your store re-opening? Yes we did - as I had quite a few customers desperate to collect orders and also took orders over the telephone too. We offered live videos and replied to an enormous amount of emails - conversion rate was quite high as I think we were the only ones in our area who answered the telephone! How are you currently operating? We are back to our normal opening hours by appointment only - plus I am also doing a few evening appointments too. We now have three staff in and have arranged designated demonstration areas - this seems to be working well and I think we may carry this on in the future rather than have the customer follow us around the store. Finally, do you have any advice you could offer your fellow independent retailers? Stay positive, use this opportunity to access your business operation whether it be operating hours, staffing, training and most importantly products. Talk to other retailers, we all have our ups and downs and we should be supporting each other during this difficult time. I would like to say a huge thank you to the NSG and AINR Groups - who have been a tremendous support socially and for stock requests. Going forward I am sure we will have lots to look forward to as I am hoping we will have a baby boom in 2021! 14
nursery today
Sara Hubbard
WHITES FARM BABY BARN How is everything with you and the team? It has been stressful and quite challenging having the store closed throughout lockdown and also reopening in the last couple of weeks. For the most part our customers have been understanding and easy to work with during this difficult time. We are adjusting okay, and are thankful that we have our health and our family and friends are safe and well. Did you manage to operate prior to your store re-opening? Luckily, thanks to our platforms on Instagram and Facebook we were able to keep in regular contact with customers to organise payments and collections, as well as virtual consultations and new orders. We were still able to make sales through these channels and of course over the phone, which we think overall made the transition to opening the doors again a little easier. How are you currently operating? We are operating on a full time appointment only basis. With only 2 members of staff on our team we discussed the option of opening fully and normally a few days in the week, but we do not have the manpower to police an orderly socially distanced queue outside, as well as the facility to make sure people are socially distancing, using hand sanitiser, and wiping down products in-between demos. As you can imagine choosing a pram takes longer than 5 minutes, so by having the store closed to the public and with designated appointment slots, people can make the most of their time here. Finally, do you have any advice you could offer your fellow independent retailers? If you are running an appointment only service (or actually if you’re just open normally) be kind to yourselves and your staff. We tried to fit as many people as we could in to our first week of reopening (social distancing in place obviously) but found ourselves getting to the store for an 8am appointment and not walking through our own front doors until 8pm. Customers may be chewing your ear off for appointments as soon as physically impossible but it’s important to keep a semblance of normality and your usual working day. Overworking yourself to the point of exhaustion and panic (with lots of uncertainty about Covid-19 still around) will never be worth an extra couple of sales in the till.