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STORE MANAGEMENT F LE BY BILL WILSON, RETAIL ADVISOR, NRHA CANADA YOU ARE YOUR STORE’S BRAND Why does your customer do business with you? Do you have a good inventory assortment or competitive prices? Is your customer service or experience the best in the trading area? Do you stand out in the community? In today’s business environment, you’ll need to be outstanding in all of the above. I n judging the Outstanding Retailer Awards, an area that stands out is that the leaders were very involved in their community—this was a big part of their stores’ brand. Their community involvement helped to grow and gain their customers’ loyalty. As Matthew Shay, CEO and president of the National Retail Federation, has stated, retail is about reducing friction and upping your customer’s experience. Amid great disruption, the basics should never change. Here, we’ll break down the ways a selection of this year’s ORA winners have helped set themselves apart and establish their business’s brand. KNOW YOUR COMMUNITY David Sayer, owner of Sayer Home Hardware in Hagersville, Ont., operates his store with the philosophy of leading others in a positive direction. This approach is driven from the foundation that was built by his father. “My wife Cheryl and I are completely on the same page. Giving back, raising our hand to volunteer, saying yes when asked and leading others in a positive direction is simply the way we do things,” says Sayer. “Cheryl and I contribute to our 46 FIRST QUARTER / 2018 Hardlines Home Improvement Quarterly www.hardlines.ca
community through leading by example and being willing to put in the hard work.” The Hospital Foundation in Hagersville was formed in 1999 to raise funds for mammography and diagnostic equipment. Sayer attended the first meeting and left as chairman of the foundation, with a goal to raise $1.3 million in 18 months. He managed to meet that goal, in a community of just 2,600. Sayer has also been on the chamber of commerce board for more than 20 years and he founded and continues to run his local business improvement association. He’s also actively involved with other projects in the community. When the local community centre was under threat of being closed, he worked hard to save it. And when he found out that there were people in town going hungry, he helped found, arrange supporters, fundraise for, and became president of the local Food Bank. In addition to his community involvement, Sayer works full-time running his business, and the store has had consistent sales increases each year. He knows most customers by name and if someone new comes into the store, he makes a practice of knowing their name by the time they leave. What are the key points retailers can take away from Sayer? He makes the most of his outgoing personality and sense of humour and knows the name of most customers. He retains experienced long-term employees with ongoing training, and provides friendly small-town experience. He uses Prism retail management tools, listens to his employees for new product suggestions, and maintains heavy community involvement that is well-known throughout the trading area. “You must look around at your community and see what’s lacking—my thoughts are if you can help your community, they in turn will help you,” says Sayer. IN IT FOR THE LONG TERM When a business has been in continuous operation for almost 170 years it can be reasonably said that they are doing something right. Today, Gow’s Home Hardware, in Bridgewater, N.S., exists as the largest hardware-only banner store in Canada. All 26,500 square feet of retail space and 11,500 square feet of indoor and outdoor storage are in use. In 2012, Peter Gow retired and sold the business to Amanda Fancy. Fancy says the people she needs in her corner the most are her staff and customers. Change is hard for people and not everyone understands that in the retail business You must look around at your community and see what’s lacking—my thoughts are if you can “help your community they in turn will help you. ” you need to always be changing with the times and in advance of your competition. “Our customers come first. Without them we wouldn’t be in business,” says Fancy. “We make certain that we respond to feedback both negative and positive. Recently we have started entertaining our customers by producing monthly videos and Instagram stories. The feedback has been tremendous.” What’s kept Gow’s in business for nearly two centuries is its focus on customer service: “With over 580 years of retail experience under one roof, we can offer our customers the knowledge and advice that they have come to expect. Our staff is the key to our continued success,” she says. They also offer free assembly and delivery on all products. Fancy says it gives the store an edge on its competition, and keeps the business growing. Following a major renovation, she also added new services to the store, in response to customer demand. Gow’s now offers lottery sales, knife sharpening, water testing, and the sale of fishing and hunting licenses. She puts a focus on supporting local, as well. The store sells local honey, maple syrup, kindling, firewood, civic signs, and fishing supplies. Finally, Fancy also shares information on sales and growth with all staff members and includes them in both the celebrations when things are going well and the problem-solving when issues need to be resolved. “Our team is known as being ethical, honest, and caring community-minded people, and in our town, that community connection goes a long way,” says Fancy. What can retailers learn from Gow’s Home Hardware? Fancy listens to customers and employees alike and involves them in major decisions about the store’s direction. Employees are honest and caring, and there’s a positive atmosphere in store. “Yes, product selection and pricing all have a role to play, but at the end of the day, people tend to support businesses who they know appreciate them and put them first,” says Fancy. In our next issue, Bill will weigh in on some of the other winning attributes of the 2017 Outstanding Retailer Award winning stores. Bill Wilson is Retail Advisor for the North American Retail Hardware Association Canada. He has a background of more than 40 years of experience in hardware and home improvement retailing and distribution and is committed to training for independents. www.hardlines.ca Hardlines Home Improvement Quarterly FIRST QUARTER / 2018 47
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Page 3 and 4: TAIGA | HARDLINES AD JAN 2018 | 3.7
Page 5 and 6: COVER STORY THE ORA WINNERS 22 The
Page 7 and 8: EDITOR’S MESSAGE SIGRID FORBERG,
Page 9 and 10: Retailers Retailers Do you feel Do
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Page 18 and 19: BY GEOFFREY McLARNEY ProductSPOTLIG
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Page 23 and 24: FEATURE SAYER HOME HARDWARE Marc Ro
Page 25 and 26: DESIGN DISPLAY RESETS RENOVATIONS W
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Page 35 and 36: should just be another trigger for
Page 37 and 38: A first impression that lasts. Schl
Page 39 and 40: SPOGA+GAFA SHOW REPORT The level of
Page 41 and 42: Who are your future leaders? Give y
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Page 49 and 50: C M Y C M THANK YOU TO OUR SPONSORS
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