Shopkeepers who switch fascia and increase their store size benefit from an average 32% increase in weekly sales, but most do not have the information needed to make a decision.
The survey by Retail Express showed that even when store size does not change after switching fascia retailers report an 18% sales increase.
However, when asked about their most important factors in deciding whether to switch fascia, less than half said they had the information they needed to make a decision. Thirty-nine per cent of retailers had never switched symbol group or franchise.
Availability was the most important factor in deciding whether to switch, with 65% of retailers ranking it in their top three factors, but just 43.5% said they had a good knowledge of their first choice of fascia’s availability rates.
When asked about the second most important factor – wholesaler prices and promotions – once again 43.5% said they had a good knowledge of their chosen symbol group or franchise’s offer
The third, fourth and fifth most important factors were own-label range, investment and funding by symbol groups and support services, respectively. Just one third of retailers said they had a good knowledge of the investment opportunities offered by other symbol groups.
Nisa was the top choice of symbol groups with 25% of retailers surveyed stating that it is their first choice of rival symbol group with Best-one the second most popular choice.
Find out more about 15 symbol groups in our fascia and franchise guide.
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