Retailer from across Britain and Ireland converged on Earls Court last week (October 22) for the 5th National Health Store Conference.
The high-energy mix of motivational talks, workshops and panel discussions added up to what many delegates described as the “best ever” Health Store Conference.
Proceedings got underway with a tour de force presentation from retail expert Alf Dunbar (pictured).
A former small retailer, Dunbar explained how he had had to “reinvent” himself and his business after sales slumped and he was feeling the heat from his franchisor. Within a year he had added 43% sales and become ‘manager of the year’ using the techniques that form the basis of his ‘You Are the Difference’ programme. These, he said were all based on the simple idea of “treating you customers as you would like to be treated”.
Dunbar’s philosophy is that every single customer counts — something that makes eminent sense when you calculate a single regular customer’s ‘lifetime value’ at around £15,000. Even complaining customers can be converted into store champions by “over powering them with customer service”.
Marketing specialist Graham Hollis explained how the concept of branding can be applied very effectively even to small retailers. He also urged natural products retailers to ask themselves what they stand for, what matters to them, and what they would fight for? — and then to convey that in their store’s brand.
The day also included lively presentations on visual merchandising, marketing on shoestring and opening a second store. One undoubted highlight was the workshop in which delegates were challenged to come up with an original new way to market their stores — without breaking the bank. And there was fittingly uplifting finale to the Conference in the form of the talk titled ‘Why I Love Health Stores’ by health food champion Janey Lee Grace. The popular Radio 2 star said independent were they only places consumers could get a comprehensive range of natural health products backed up by knowledgeable customer service. She also praised the “individuality” of health stores and urged retailers to retain their sense of independence.
Many retailers said this year’s conference had been the “best ever” and that that they had ended the day feeling “fired up”. The NAHS’s Avril McCracken said: “It was an absolutely brilliant day that left everyone on a high.”
Natural Products editor, Jim Manson, added: “The Conference really seems to go from strength to strength. Much of that can be put down to the great ideas and feedback we’ve had from the retailers themselves and the fantastic support from our Conference partners — Viridian, Natures Aid, A Vogel, Kinetic, The Health Store and BBI Healthcare.”
* A full report on the 5th National Health Store Conference will appear in the December issue of Natural Products. Session summaries and other resources will also be posted on this website shortly — watch this cyberspace!
