Which approach works better - "Use it or lose it" or "Try us First"

From what I can gather, independent retailers are still having a tough time of it, with many still struggling to survive.

Trying to encourage customers to buy in the current environment is still difficult. The recovery maybe getting closer but it seems it's not here just yet. But, as some of the bigger stores such as John Lewis are seeing good sales figures, what can the independents do to compete?

Well, I guess there's all sorts of angles they can try but when I read this article from www.getsurrey.co.uk there were a couple of things that resonated. Admittedly the article is about independent stores in a small town rallying together after WHSmith announced they wanted to open a store in the town but the principles that Roger Coupe, president of the local Chamber of Trade, highlighted could apply to any independent retailers in any sector.

Essentially the retailers have launched a "Try us first" campaign. Why that particular slogan? Well, according to Mr Coupe previous campaigns based on the "use it or lose it" principle just don't work. He says that the retailers know they have no right to expect consumers to shop with them but they can urge them to try the independents first so they have a chance to show why it is better to shop with independents.

And I have to agree. Trying to guilt people into shopping at your store might get a few more customers at the time of the campaign but it is simply not sustainable. In fact I would suggest it might even be slightly damaging. You want people to feel good and enjoy the experience they have in your store not feel guilty if they don't buy something and take on the responsibility of your businesses survival.

Using the "Try us First" principle gives retailers the chance to show the advantages of shopping in independents - better knowledge, differentiation, superior customer service - that will encourage people to come back again and again.

Read the full article from www.getsurrey.co.uk by clicking here