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Retailers Reveal #5: Dee Sedani – Merchandising

In today's 'Retailer Reveals' Dee Sedani tells us some of secrets behind him winning the IAA 2012 award for Merchandising


What is the most successful idea you’ve ever tried out in your business?
The latest ideas I’ve tried have been great. One is putting doors on chillers, which saves carbon and reduces my electricity bill. The other is changing from halogen to LED lighting.

What is the best advice you have received?
Don’t do anything without planning it – make sure everything is in place before you start on something new.

Who is your retail inspiration?
My late father. He said, “Nothing in life is free – if you want it you’ve got to work for it.” And he was right.

What do you think is the biggest missed opportunity that independent retailers should cash in on?
EPoS. A lot of retailers don’t make full use of this but it offers so many benefits – it makes life so much easier.

What’s next for your business?
We are hoping to expand and are in the process of buying a third store at the moment.
We are also introducing computerised planograms. We’d like to photograph a finished bay and upload it onto an iPad so that staff can check whether it’s still correct later on.

 
 
<figcaption>Dee uses EPoS data to decide how to allocate space to his products</figcaption>” width=”500″ height=”333″ /> Dee uses EPoS data to decide how to allocate space to his products</figure>
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<figcaption>The store underwent a refit a year ago. With slow sellers eliminated Dee now blocks bays and double faces products to create the perception of a larger store</figcaption>” width=”500″ height=”333″ /> The store underwent a refit a year ago. With slow sellers eliminated Dee now blocks bays and double faces products to create the perception of a larger store</figure>
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<figcaption>Staff are encouraged to think like customers and display associated products together to drive sales</figcaption>” width=”500″ height=”333″ /> Staff are encouraged to think like customers and display associated products together to drive sales</figure>
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