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Castlemaine branch team – Brendan Murphy with Denis Murphy, Jenny Dowling and Mervyn Boyle.
“but for the advice and guidance we offer. Our counter staff are very experienced across all areas of the business and we will engage with customers if they have a specific problem to help resolve it.” “It is the same with the housewares, garden and related sections of the store”, says Karen. “Here we have to be especially dynamic. It is not just about the quality of the products and the value we offer, customers are constantly looking for something new, something different. “I travel to all the housewares fairs worldwide, sourcing new products and picking up new lines and ideas that will continue to make Boyles of Killorglin a destination outlet. Like the trade side, we are renowned for the advice and help we provide to customers when making a purchasing decision, especially a high-value one. “We have our own interior designer who provides free consultations and advice. In addition, she features on Radio Kerry on an interior design slot sponsored by Boyles. “You also have to be brave and go for something different. For instance, who would have thought that a books department would go down so well? Customers expect to find household goods, paints, electrical appliances, kitchenware, etc, but books? Such is the reaction to this that we are continuously growing it. We’ve 30 THE HARDWARE JOURNAL
even had a great season in wet suits, original Croc shoes, flip-flops and kids clothing. “Then there is the garden centre. This is a massive section that once again offers all manner and variety of plants, pots and related gardening equipment. As with all areas of the business, we offer advice and consultations and have a qualified horticulturist on the staff who is available for site visits if that is required.” Underpinning all of this is the deep sense of relationship with the local community. The level of engagement evident within the store between staff and customers on any given day bears evidence of this. The encounter begins with a personal greeting and some light-
hearted banter, and then proceeds to the business at hand. Even first-time customers are greeted in a similarly open, though less familiar, fashion. People are put at ease and made to feel relaxed and welcome. This sense of community is further enhanced by sponsorship of local charity events, sporting events, and the hosting of a farmers’ market in the car park throughout the summer months. There are also regular coffee mornings, cooking demonstrations and barbeques, while the regular slots with various interior designers and colour consultants are free of charge to all customers. When viewed in this context you realise that with Boyles Hardware everything has changed … but then again nothing has. It was started in 1944 – obviously as a commercial enterprise – but very much as part of the fabric of the local community. Today the scale of the operation is massive by comparison, the number and variety of products carried are enormously different, but the core values and philosophy are exactly the same. And what of George Boyle himself? Is he content to sit back and give the new generation their heads? He has long since entrusted them with the running of the business but as for sitting back? He admits to having two new major projects in his head … what becomes of them could very well be down to the real boss, Muriel!
Books in a hardware store? As George said: “What we don’t have in our store you could live without”
❙ September/October 2013