It’s all about getting the basics right …

It seems every time I tune into the morning news on radio or TV I hear yet another advertising campaign attempting to drive weary shoppers  into shopping centres in what I consider to be desperate attempts to salvage floundering sales.  It was recently announced that one large retail giant is proposing to turn their stores into ‘theatres’ offering a plethora of lifestyle services such as weight loss clinics, breast examinations and eye testing in an attempt to lure consumers to their stores.  I wonder what they are thinking – have they lost their purpose?   An extra sale here or there of course is always welcome but what happened to focussing on good old-fashioned well priced, quality stock all year?   Isn’t it up to retailers to create a compelling and persuasive reason for consumers to open their wallets?  It begs the question; Are consumers tired and jaded with what is on offer?

Essentially, the crux of every retail outlet should be good quality, well priced merchandise and knowledgeable staff – the successful opening of Zara in Sydney is a classic, refreshing and almost exceptional example  in the current retail climate.

Having some experience in leasing and shopping centre management, I’m familiar with some of the ‘tricks of the trade’ in traditional Australian retail.  Purely from a research point of view, I’ll walk through a shopping centre to keep an eye on trends and offers from traditional retailers and observe store layout, operations, interaction of staff to customers and of course, range and merchandise mix.  However, it is with complete dismay that I am continually disillusioned with what is on offer.   All I see is the same stock, the same franchises, shopping centre after shopping centre – right across the country!  Walk into any large department store and I guarantee you will see a myriad of banners 20% here, 50% there, 2 for 1 offers and recently I heard the term ‘clear-out clearance’ – what on earth!  I understand that it is indeed necessary to occasionally reduce discontinued lines to make way for fresh new stock but we are confronted with such signs and offers all the time and all through the year! 

We are also bombarded with the ‘24hr deals’ and ‘flash sales’ from daily discount sites.  I can see how restaurants and perhaps businesses in the service industry may benefit from such campaigns however, in the retail industry, with deals coming from all directions and the lack of true customer care and service, consumers surely will tune out and become more discerning about taking up such offers.

Even though I remain dismayed at the lack of enthusiasm by such retailers, I am buoyed by the testimonials and endorsements received from our customers concerning our range, our prices, our service and our care.  At Instyle Gifts, our stock is hand chosen and each piece, whether it’s a handbag, a pair of shoes or boots or a picnic hamper, you can guarantee it has been carefully selected and introduced to our range after qualifying to our exacting criteria.   It’s all about getting the basics right.  Our mission remains unchanged – we make shopping easier and less stressful for you.   We are intent on building long-term relationships so that you know you are buying well priced, quality gifts coupled with insightful knowledge and our willingness to please at all levels.

Marie Caldecott

Instyle Gifts: Body Home Garden

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