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How to tell if you're a born retailer

  • Opinion
  • May 16, 2019
  • David Farrell
How to tell if you're a born retailer

Retail is a profession, but true retailers are born not made, says Dave Farrell.

Telltale signs you are a retailer - or should be.

Your partner bans you from relaying the grocery cupboard, yet you are too exhausted to do housework.

All the product labels in the fridge are front facing and the wine rack is presented not only by type but dates.

Going shopping is unbearable. Why on earth the hour upon hour of browsing? It takes but a few seconds to find out what is on offer in each store. The highlight of a day out at the mall is observing the behaviour, what stock is left behind and why.

You embarrass your mate by doing the finger dust test on fixtures and writing ‘clean me’ on grubby mirrors. By pointing out missing prices and declaring false advertising in a loud voice.

You can not bring yourself to dump an item anywhere other than back in its rightful place when you change your mind.

You have to pick up the merchandise that has dropped on the floor and alert team members of safety risks.

You glare at shoppers who open packaging then take an unopened one.

You confront miscreant demeanour by tipping off the security and joining in on covert activities.

You have no clue if those greeting you in public are customer or acquaintance.

The concept of following the madding crowds over Christmas is beyond you, preferring to aid Santa in his endeavour of overabundance and excess.

This is not an exhaustive list and I am sure there are endless lessons from fellow merchants, fresh and seasoned alike, who have great stories to tell or are guilty of wearing their retail hat beneath their Mufti.

We must not take ourselves too seriously in an industry that can be very intense. 

A toddler marvelled at the sights and sounds of the glitz in a high-end department store, pointing and remonstrating for a better look. A large floor display of furry toys caught their eye, and it is all the father could do to prevent the child from slipping from his clutches. Frustrated by the limited vantage point, the youngster demanded a closer inspection of the zoological puddle that was baying, quacking and mooing to a crowd of children.

To avoid the embarrassment of a tantrum, the dad leaned over the wire pool frame and lowered his kid onto the hillock of plush toys. Overstretched and with sudden subsidence, he lost his balance and plunged headfirst into the now screeching melee of distressed make-believe livestock. A deluge of plush cascaded from the ruptured wall, drowning him beneath the novelties. His baby perched on top chortling with glee.

Red-faced, the parent composed himself in the forlorn hope that no one, or at the least, few noticed his unfortunate escapade. Alas, all that was left for him was to take a bow to the rapturous applause of passers-by and to respond to the impertinence of two checkout operators displaying white cards with 10 scribbled on them.

Likewise, we should make the time to appreciate our family’s support and what they have to put with. It is a great career as long as we never forget retail is about people, for people and by the people.

​ ​

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H&M's 2019 designer collab will be with Giambattista Valli

  • News
  • May 24, 2019
  • Sarah Dunn
H&M's 2019 designer collab will be with Giambattista Valli

H&M's designer collaborations are met with global consumer excitement. Last year, Moschino was the chosen brand, and for 2019, it's Paris-based Giambattista Valli.

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Karen Walker brings back its preloved Dove Hospice pop-up

  • News
  • May 24, 2019
  • The Register team
Karen Walker brings back its preloved Dove Hospice pop-up

After a successful debut last year, Karen Walker is bringing back its Dove Hospice pop-up at the Newmarket 'Playpark' store. It will once again sell vintage hand-knitted items to fundraise for the hospice charity.

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Countdown's Own wins April's Ad Impact award

  • News
  • May 23, 2019
  • StopPress Team
Countdown's Own wins April's Ad Impact award

With an April full of public holidays and potential long weekends, the month was a big and busy month for advertising. But Countdown's own-brand campaign surpassed the competition to be named the Colmar Brunton Ad Impact Award winner for April.

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Kiwi fashion label Maggie Marilyn launches new website

  • News
  • May 23, 2019
  • The Register team
Kiwi fashion label Maggie Marilyn launches new website

The new website launched by New Zealand fashion label Maggie Marilyn prioritises transparency and sustainability.

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Sharesies CEO Brooke Roberts talks what it takes to become a B Corp certified company

  • News
  • May 23, 2019
  • Courtney Devereux
Sharesies CEO Brooke Roberts talks what it takes to become a B Corp certified company

There’s a movement afoot globally to create more companies that balance purpose with profit and view business as a force for good. Called Certified B Corporations, companies that meet the highest standards of social and environmental performance, public transparency and legal accountability can become certified. As of April, Sharesies investment platform was the first financial company nationally to qualify for the B Corp certification, joining just 22 other New Zealand B Corp certified businesses. CEO Brooke Roberts talks us through the process, and the benefits for businesses in becoming certified.

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The benefits of rewarding non-transactional activities

  • Opinion
  • May 23, 2019
  • Ros Netto
The benefits of rewarding non-transactional activities

Product and price is all very well, but retailers are increasingly seeking to avoid discounting by incentivising non-transactional behaviours instead. Ros Netto, consultant at Truth Customer Academy, shares some advice.

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