Rav Garcha was the proud winner of the Overall Best Shop award at the 2009 IAA Awards. Rav, of Nisa Local in Gains Park, Shropshire, markets extensively in his local area to try and attract trade to his store, a tactic that also saw him pocket the Marketing To Customers award at last year’s IAA ceremony.
“To market our shop we get a shipment of leaflets every three weeks – we place them on the counter and put several thousand in the local and Sunday newspapers,” he says.
“Seasonally we advertise in the local newspapers and sometimes provide a redeemable voucher within the publication which provides a bottle of wine or another gift during Christmas.
“To merchandise the shop I look at various planograms and at what competitors are selling. We also have a suggestion box in the store so that staff can provide ideas to enhance the store’s appearance.”
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