The majority of people hate reading instructions – and gender makes a difference here. Among my friends, colleagues and relatives are many men whom I could firmly put in this category. Others more willing to battle through them usually don't get very far – simply because the vast majority of instruction manuals are unreadable – and, perhaps surprisingly, don't give clear instructions. As a result many of us own wonderful consumer electronic gadgets and domestic appliances and never explore even half of their features.

For the customers to appreciate the product it needs to be explained and demonstrated to them. In many retail situations this does not happen. Memories of visits to my local Currys where the Saturday's youngsters played hide and seek with me when I needed explanation – eagerly come to mind. However, this is exactly the situation where the skills of the independent retailer come into their own.

I propose, therefore, a new strategic approach for independent electrical stores. Start promoting the message to your customers: 'You don't need instructions if you shop here! We install and demonstrate and will not leave you until you feel you can use your new wonderful product – without instructions. The message could be conveyed verbally, in print or via the website – whatever route is best for you and your customers. And such a service does not need to come free.

Anna Ryland, Editor

aryland@datateam.co.uk

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