Fancy Dress Shops? are They All Dark, Dingy & Smelly?
Okay, Okay I know that fancy dress shops do not have the best of reputations. Ask a selection of members of the public and you will tend to get the same answers. Most people asked will say that fancy dress shops tend to be small, dark, badly organised and above all smelly. So what can we do to change this viewpoint?
One of the most common phrases I hear every day is when a new customer comes into my shop is “Oh, there’s no smell in here”, or, “I can smell clean washing”. To be honest that is how every fancy dress shop should be. First impressions are vitally important in gaining a person’s trust. Why would a customer want to stay in the shop, nevermind actually try some costumes on. Would you want to put smelly and grubby clothing on? I think not!
At Props n Frocks we will even wash costumes that a customer has tried on and has left lipstick or a bad smell on the costume. We will not allow any costume with a bad body odour or smoke smell to remain in the shop on its return from a party for fear of making the shop smell unpleasant. Are we paranoid about it? Well, yes we are, but does our shop smell bad? A resounding NO!
It goes without saying that every costume is washed on its return from a hire, even if the customer advises that the costume has not been worn. Surely every shop washes its costumes after each hire? I am afraid the answer is NO!
So, one of the first rules is to make sure that all costumes are cleaned and checked for damage after each hire. Once, washed, ironed and checked, the costume is then ready to go back out onto the rails. Hard work? Certainly, but well worth it from the numerous comments we receive every day. We generate business from people who were sceptical of hiring following a past experience from another shop.
Another common complaint that we hear is fancy dress shops letting a customer down. Costumes are regularly double booked, or just not available for when the customer comes in to collect. Bad organisation is the reason behind this. At Props n Frocks Fancy Dress we have used a computer system for the last 8 years. We have never had a double booking since the installation of this system. To us it is invaluable.
Being badly organised is not just restricted to the administration, but the general layout of the shop. Most look like an old fashioned jumble sale. Do you feel inclined to rummage through a mountain to find what you are looking for? The answer for most people is No! Costumes should be kept in theme or size sections, making the customer’s life much easier.
So, if a little time and effort is put into making your customer’s life more pleasant, you will be rewarded with an increase in sales. It is not too late to start new procedures. you’ll be pleased you did.
If you have liked what you have read, I am available as a fancy dress consultant either for a new start up business or to troubleshoot an existing business. I will guarantee that I can increase your sales by 10%.
http://www.props-n-frocks.co.uk
About the Author
Adele Wiseman is the owner of one of the leading, fancy dress shop’s in the UK. Living in Essex she has 2 grown up children and 3 mad dogs.
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