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There is plenty of doom and gloom in the public arena at the moment but when you look at the high street most people are going about their business as usual and looking forward to the approaching Christmas - and everything that it brings.
I believe that Christmas will always be special - regardless of the credit crunch and global recession. Many electrical products make highly desirable seasonal gifts - for all age groups, so you're in a good position to encourage customers to start looking for Christmas presents in your store.
Of course, you have to persuade them to come to your store in the first place and make it an attractive and pleasant shopping environment. That's why it's worth having a fresh look at your store - your most important selling tool - and revise your merchandising strategy - hopefully before Christmas to make the best of the season. The report on page 28 on merchandising techniques will give you some ideas on how to explore the full potential of your store as a marketing tool. The article also contains good tips on how to make your store stand out from the crowd and introduce some ‘theatre' into it - which is particularly appropriate, and easier than ever, at Christmas.
Wishing you a very Merry Christmas and a prosperous New Year from the whole IER team.
Anna Ryland, Editor
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