Thoughts from the Shelf

The financial burden of Christmas may finally be taking its toll on us, after a survey found that almost a quarter of Britons intend to buy their Christmas presents in the January Sales this year. The survey, conducted by comparison site uSwitch, discovered that nine in ten consumers reported that they had seen presents they had bought for Christmas reduced in the sales only days later.

The tradition of the January sales stretch back for generations, as retailers look to cajole customers into parting with their newly acquired cash and gift vouchers with the offer of huge post-Christmas savings. Last year some shoppers were reported to have queued for up to 12 hours, notably in Selfridges on Oxford Street in London, to be the first ones through the doors on Boxing Day for the post-Christmas sales.

The sense of pride and prestige the consumer feels from purchasing an expensive item at sale price is a lot of what drives this trend – as well as the basic principle of having the opportunity to make any savings possible in the current harsh economic climate. In fact, not all of those surveyed that said they would be giving presents post-Christmas was simply because they were cash-strapped; a fifth of participants cited the principle of being able to get more for their money as the driving force for this decision.

Consumers who took part in the survey estimated that they would save more than £40 on average – with some claiming they could even make savings to the tune of £100. The idea of giving gifts after Christmas is certainly a new concept; in years gone by it was deemed essential for consumers to get their gifts in place and to their recipient’s pre-Christmas. For this reason, many retailers heavily position their pre-Christmas sales pitch on the principle of being able to guarantee delivery by Christmas, as this has always been a key proposition to consumers. It would appear, however, that the economic climate has driven many to a new dynamic out of necessity. Indeed, 40% of participants stated they simply could not afford to buy Christmas presents, suggesting the decision has been taken out of their hands.

Therefore now, more than ever, the post-Christmas sales could prove to be crucial to retailers in order to cash in on the sales they may have missed out on pre-Christmas.

Making a commitment to guarantee pre-Christmas delivery is one of the most important promises that a company will make all year. For many of us, Christmas is one of the biggest events of the year and households all over the world strive to ensure that the 25th December is the perfect festive occasion. A key ingredient of this is making sure that all gifts for friends and families are in place so as to avoid the embarrassment of having to inform your loved one that their Christmas present is “in the post”. Twenty years ago consumers didn’t have the same issue – at least, not to the same extent. Before the internet was such a mainstream tool for shopping, customers would have no choice other than to visit the physical retail outlets and come away with the goods they have purchased in-hand. In some instances deliveries would then need to occur, but only a fraction in comparison to the modern day.

Internet shopping has proved to be a much more accessible way to shop as it allows a customer to instantly compare prices across hundreds of stores within seconds, ensuring that they secure the best prices possible. For those of us with large families we know only too well how expensive Christmas can be, so any money saved is a huge bonus – which is why such a high percentage of consumers now do their Christmas shopping online. The downside of this is that 99% of all orders will have to be delivered to your doorstep; this then takes out of your hands the physical date that you will have the goods in your possession.

Subsequently there is a lot of trust placed upon the retailer by the consumer, so the pressure is on for them to deliver on their guarantee. Failure to do so will likely cause a huge amount of upset and negative feelings towards the company, as it will potentially ruin an individual’s Christmas. The introduction of the internet and online review sites allows customers to express their goodwill or displeasure towards a company and its services online instantly – which is then immediately accessible to millions of users worldwide. This has created even more of an emphasis on the modern day business to ensure they offer the highest levels of customer service, as one false move could cause their reputation to be jeopardised in a matter of minutes.

For those companies that fulfil their promises and ensure all goods are delivered before Christmas as guaranteed, the holiday season will prove to be a fruitful period – both financially, as well as enhancing their reputation as a reliable retailer that consumers can trust. This kind of reputation is absolutely priceless to a company, so the importance of this commitment cannot be underestimated.

Moving homes is certainly not cheap. More and more, people are looking to take on home improvement projects rather than tackling the property market. But where do you begin? Whether it’s a bathroom makeover, a whole new kitchen or perhaps a loft conversion, it’s a good idea to get some inspiration before you begin. Home improvement magazines are designed to offer exactly that: advice, tips and techniques that inspire without prompting you to spend a fortune. Home improvement magazines are also great for providing step-by-step templates of how to tackle small projects. From planning your budget, to researching different costs, skills and materials, most home improvement magazines promise to cover all issues!

Of course home improvement can carry very different meanings for different people. One person might be planning to completely revamp the downstairs layout of their home, and the next could simply want to install a new bathroom. Home improvement magazines such as Celebrity Home Angels aim to address a number of issues, so whatever you’re planning to do, there’s bound to be something relevant. Home improvement magazines often outline various projects that other people have undertaken, so you can gain an insight into how they managed to transform their home and importantly how much it set them back. As well as being crammed full with glossy pictures of beautiful properties, home improvement magazines often offer the latest in design news so that you can ensure your improvements are bang-up-to-date.

So, if you’re thinking of improving your living space, why not take a look at some of the many home improvement magazines on offer? Even if you’re simply redecorating, you can uncover some innovative and inspirational ideas that will ensure your house remains stylish for years and years to come.

John King the world–renowned shooting coach has just published his latest book titled “Game Shooting from Scratch”.

This book is a first in many ways; the first book on Game Shooting to be published in Britain for over 20 years, a first in that it presents the various types of modern game bird shooting currently taking place in Britain and finally describing a typical formal ‘driven’ game shooting day in comprehensive but simple detail.

The theme throughout the chapters mirrors the programme followed by the many hundreds of pupils introduced and coached by John King in preparation for their game shooting.

Each chapter takes the pupil through a series of typical game shooting lessons with great emphasis on safety and correct etiquette in the shooting field. The techniques explained in the lessons are supported with great clarity by professionally produced diagrams.

The lessons chapters will be of equal worth to beginners and experienced shots alike. The experienced shots will particularly appreciate the tips about how to cope with challenges of driven Pheasant and Partridge shooting including mastering the ‘high birds’.

Other chapters cover topics ranging from a typical formal driven day as a participating gun, shooting safety and the final chapter treats the reader to a variety of mouth watering, game bird recipes provided by John’s local game cooking expert.

The author John King said: “When writing the book, as with my other shooting titles, I’ve ensured jargon and common terminology are introduced and explained in a friendly relaxed style – in the same manner I would when coaching face-to-face.

“British Game Shooting is such an exciting sport and I feel privileged to have coached so many involved. From those tens of thousands of lessons, I have learnt so much, which has in turn enabled me to write this book. I hope it will be a valid addition to all the libraries of field sports followers.”

The book is available for purchase at www.johnkingcoaching.com. Recommended retail price £34.99

About the author:

John’s first Clay Pigeon shooting book published 1991 became a classic and sold consistently in the UK and USA until he published his “ Clay Shooting For Beginners And Enthusiasts ”book and launched his “ Clay Shooting From Scratch” DVD 2009: Both now No. 1 sellers and being sold in 12 countries.

The importance of customer service certainly cannot be underestimated, particularly in modern times. Gone are the days that customers were merely satisfied paying for a good product; the modern consumer is interested in the whole package the company provide – a large ingredient of which is good levels of customer service. Building a strong brand image is crucial to a company in order to encourage repeat custom and encourage customers to share their experience with their friends, relatives and peers.

Word-of-mouth is surely the most trusted source of information when a consumer makes their decision about the company that is right for them as it is information that has usually come directly from someone they know and trust who has had first-hand experience with the company. The main factor that will put off a potential new customer from spending their hard earned money with an untried company is the fear that they will provide a poor service and will let them down. Some consumers may be willing to take the gamble but most will choose not to without some form of assurances and in today’s age this will often come in the form of a review website. They may not know the person providing the review but they can rest assured that for the most part they will be impartial and a company with a strong level of positive customer feedback can convince the modern day shopper to put his faith in the company.

The importance of good customer service has been highlighted by the success of programs such as Watchdog, which are entirely based around the quality of customer service. Coupled with this we have witnessed an explosion in online based customer review sites over the past 12 months sprouting sites such as TrustPilot, whose sole business model involves collating customer service reviews from companies across a wide range of verticals – from Furniture Reviews to Money Reviews to Public Service Reviews. Moving away from the traditional product review model, one only has to look at the influence a sites such as TrustPilot and Money Saving Expert have to see the impact customer service review sites are having in the purchase cycle of consumers.

Overall, customer service is one of the most significant ingredients of the marketing mix for products and services. Great customer care is fundamental to building customer loyalty. No customers means no sales, and ultimately no business. Good service it seems has surpassed good product, or at the very least is as equally important to consumers.