WIN £50-worth of Swizzels stock

the order to a level that was under our published £175 MOV (our minimum order was communicated via our website and all our promotional material from 1 December, and only re�lected the level of in�lation that the food industry has seen).

“This is not ideal from both our perspectives, as shortages cause increased costs and disruption for the customer and Eden Farm, so our internal process generated a call to the customer to highlight the situation. As costs are rising for all businesses, the minimum order is key to covering costs, and the call was to highlight there was a variation, which the customer was unaware of until the call. All our calls are recorded, and, having personally listened to the conversation, I understand the situation from both perspectives, and feedback to the colleague has been provided via our telesales manager. The customer afforded me some time to discuss how the situation arose and the ongoing steps being developed by Eden Farm to reduce any impact on its customers.

“Unfortunately, the local rep was not working at the time of the incident, so was unable to respond in the requested timely manner, so the customer contacted RN to highlight the issue, which they stated they would do if the rep did not call that same afternoon. Most importantly, the delivery was received, so customers were not disappointed.”

While the raise in minimum wage was expected, no one would have predicted the rise in electricity prices, which has been massive, the Ukrainian crisis or how fast and by how much prices for products would go up. But you’ve got to be ready for these things. And you do that by saving up during the good times. I never overspend or take more than I need to.

The pandemic saw phenomenal sales for every one of ours stores, but I let the account build up. We took on staff who were coming from jobs with reduced wages and we looked after them.

We didn’t inflate prices during the pandemic because my reputation and my store’s reputation are paramount for how we do things now. There’s often quick money to be made, but it’s better to ensure you’ll see benefits down the line. And that means looking after your customers and your staff. We paid them what we could even when it was difficult. I took what I needed and looked after the people I needed to look after.

We’ve got to look after people who are making us money because without them, we’re nothing. Good people need good people behind and alongside them for success. That means you’ve got to train staff members to represent you in the way that you want to show yourself.

Ultimately, the best way you can show your appreciation for what they’re doing is through their wage packets. You can say ‘thank you’ to them, but that only goes so far and you can only do that so often. Total gratitude comes in the form of financial increases in wages. You’ve got to get that balance right.

SWIZZELS has partnered with Retail Express to offer five retailers the chance to win an assortment of its popular price-marked pack (PMP) hanging bag range, worth more than £50 RRP, to celebrate its big-night-in campaign. The campaign, which focuses on PMPs such as Luscious Lollies and Refresher Choos, will be supported by in-depot PoS, social media and digital activity.

TO ENTER

Fill in your details at: betterretailing.com/competitions

This competition closes on 8 August. Editor’s decision is final.

Retailer Of The Week

COMMUNITY

You’ve got to be as open as you can be. If you aren’t open, then people won’t talk to you and they won’t come to you with problems. I’m not a prier, but if people don’t come to me, how I can help them?

“WE raised nearly £1,000 on our festival gala day marking our store’s 15th birthday. We worked with 14 industry suppliers, and 18 local businesses, offering shoppers prizes. I contacted everyone I’ve worked with, and every single one wanted to get involved. We were given free merchandise and product samples to give away on the day.

“It was an amazing day, and we got so much appreciation from our local community, which made it all so worthwhile. It’s really given the staff a reason to stay motivated, and that’s what we want to continue.”