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usiness supportShopping Crawl have the opportunity toengage new customers from their local area.Rayner added: “Christmas is the perfectopportunity to give independent businesses areal boost in sales; many already achieve over30 per cent of their annual sales in the sixweeks before Christmas.Increasing sales during what is already a peakperiod could make a significant difference totheir bottom line. They have the opportunityto introduce new customers to their productranges, to give them a sample of their services,or just to increase consumer awareness oftheir existence. The first step in re-engagingdisenchanted consumers with the high streetis to give them a good reason to visit; thenext step is for the businesses to showcasewhat they’ve been missing out on! ChristmasShopping Crawls, if well implemented, candeliver exactly that.”About IndependentRetailer Month UKIndependent Retailer Month is a global“Shop Local” campaign that runsthroughout July. The campaign highlights theimportant role smaller, local, independentretailers play in the communities they serve,the local economy they contribute to, andin the retail sector as a whole. Founded inthe USA by Kerry Bannigan, CEO NolchaFashion Week, Independent Retailer MonthUK is led by Clare Rayner, The RetailChampion. The initiative aims to impactthe independent retail sector globally withrelevant support, expertise and insights;connect consumers and communitieswith local retailers, reminding them of thebenefits of shopping local; and engagesmall business organisations, networks andleaders to promote the importance ofindependent retail to the global, nationaland local economies.Further informationContact Clare RaynerT: +44 (0)1727 238890E: champion@retailchampion.co.ukW: www.independentretailermonth.co.ukFollow on social media - twitter via @IndieRetailUK or www.facebook.com/IndependentRetailerMonthUKCASE STUDY: THE DRESSING ROOMMulti-Award winning independent fashion boutique, The Dressing Room St Albans, reporteda four per cent sales increase as a direct result of creating promotions, activities and eventsfor Independent Retailer Month back in July.Deryane Tadd, Owner of The Dressing Room St Albans, has been a strong supporterof Independent Retailer Month since it launched in the UK. To celebrate in 2012 Deryaneand her team developed a range of activities to really engage local consumers and increasefootfall. Many fashion retailers had been reluctant to get involved, concerned that attractingnew customers when they were running end-of-season sales was detrimental to their brand.The Dressing Room has proved that there is never a bad time to attract new customersand create a buzz around shopping local.Deryane said: “I got behind the initiative whole heartedly; I am so pleased that I did! Ithas been a great way to engage with our customers and it’s great to remind people of thedifference that shopping local makes to their community and to their shopping experience.”As the month-long campaign runs throughout July, and like many retailers who are in themiddle of end-of-season sales, it was not an option for Deryane to use discount offers toattract customers. Instead The Dressing Room launched a competition, inviting consumersto tell them ‘Why do you shop Independent?’ This generated a fantastic response withconsumers responding with stories about why they love shopping local with independentretailers. The best comment each week won a prize. In addition the store ran a raffle, bothin store and online. Every paying customer was entered into the draw – the more anindividual shopped, the greater their chances of winning a luxury goody bag! However, themost successful aspect of the month was an offer of double loyalty points every Saturdaythroughout July. Deryane said; “this had a fantastic effect, increasing footfall and boostingtrade. Saturday trade figures increased by four per cent as a direct result of the promotion.”Commenting on the initiative Clare Rayner said: “What The Dressing Room has proved isthat it doesn’t matter if it’s sale time or not, any independent retailer who focuses on how toreally engage the interest of the local customer, and who promotes the benefits of shoppingwith independents, will get results. I don’t personally advocate price promotions anddiscounting to increase sales and footfall in any case, and I’m doubly pleased that the team atThe Dressing Room has proven that independent retailers don’t have to compete on priceto draw in customers, they can compete on service and customer experience!”Deryane added: “Running this campaign during July was actually a real success – it drovefootfall at a time when we needed to shift sale stock, but also gave us the opportunityto show people new season stock at the same time. For me it is imperative to boostmargins during sale time by having 30 per cent of my store at full price, it keeps my regularcustomers interested and entices new customers, so this is a great opportunity. I willcertainly be backing the Independent Retailer Month campaign next year and hope thatmany more will join in too!” Ccraftfocus 87