In the latest instalment of our Industry Voices series, we share key insights from our interview with independent retailer Sarah Laker. In this conversation, we explored how to raise your voice and make an impact
CREDIT: This article is an edited version of our interview with Sarah, originally published in our March 2024 issue: Read Here
On Analysing Trends
“We work hard to pick up on changes in buying habits by analysing our data. I have found a great way to do this is by getting the whole team involved in observing and tracking changes. I have a communication log in which staff can leave me information relating to product questions or things customers have been looking for. I can then use that information to look at what people are buying and how they are buying it.
We look at ways to diversify with different products that might not necessarily be stationery but fit with what customers come in looking for. It is all about looking at the customer base and knowing what fits into their needs. People are cost-conscious now and looking for things that are reusable and refillable.”
On Raising Voices
“During the lockdowns, I got quite vocal about the fact that we had to close our shops, and that people were working at home and being home-educated, and yet the government didn’t think that stationery was a necessity. So, I started finding places where I could voice my views on local radio, and it grew from there. It was never a case of waking up one day and wanting to be a spokesperson for the industry, but there was a need for this level of network and community where people could have a voice and hear different views.”
On Making an Impact
“Community is important. Whether that be around the shop, an online group or forum such as the ISN – or a dealer group or the supplier network. None of us is an island. We all need each other. It is about providing a safe space for people who are tackling the same business challenges to come and engage with each other. We can talk if we’ve had a bad day, or something is affecting us all. Or we can tackle big conversations. Margins are being pushed and things are tough. The more we connect over these conversations, the better and the more likely we can find solutions together.”
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