Three ways to turn your customers into ambassadors for your brand

In this blog, Chris Jaume, co-founder at Cooper King Distillery tells us about the initiatives that he has taken to turn his customers into genuine ambassadors for his brand.

As an independent, self-built gin and whisky distillery based in North Yorkshire, our business needed significant investment to fund the build and start-up of the significant equipment and operation involved to make award-winning spirits. Keen to champion the people who supported us from the off, we created a ‘Founders Club’. This enables avid gin and whisky fans, as well as those who’ve followed our journey, to select a package to suit them and receive exclusive benefits to help them to feel a part of our journey.

Whilst our founding members are very much our VIPs, we’re also keen to create a community amongst fellow Yorkshire and British-based distillers and gin and whisky fans alike, particularly those which share our ethos to create sustainable products – drinks which taste good and do good.

Here are my top tips to other businesses for turning customers into ambassadors:

Identify and look after your VIPs:

Our Founders’ Club offers dedicated supporters the chance to follow our progression and ongoing journey. A limited amount is available with three packages priced from £30, offering exclusive benefits including priority access to limited edition spirits.

Share common interests with your fans:

There are plenty of fantastic craft gin and whisky distillers around, so we need to stand out in order to get noticed. As well as a passion for making great tasting products, we’ve pledged a commitment to the environment and are proud of our 100% eco distillery, plastic-free packaging and tree planting initiative. We’re also one of the only distilleries to offer a gin-refill scheme which means we attract like-minded people who want to enjoy great tasting drinks whilst caring for the environment.

Collaboration is key:

We love collaborating with food and drinks brands, award-winning restaurants and fellow distillers. Yorkshire has become a hive for craft gin, and we have worked with our counterparts to showcase the region as a whole by creating the first ever Yorkshire gin map. We have collaborated to produce some delicious food and drink including bespoke gins for restaurants such as Michelin-recognised restaurants, Black Swan, Oldstead and Skosh in York. Other collaborations included Brew York’s ‘Sweet Gin Music’ - a botanical inspired beer. Such collaborations strengthen our relationships with local businesses and enable us to reach a much wider audience.

Chris Jaume

Cooper King Distillery

Our retailer blogs are brought to you in partnership with Capify UK

Four top tips to make your pop-up a hit

Our latest guest post has been penned by Tony Green, label manager at Released Records, the business operates as a a pop-up shop at Leeds’ popular Corn Exchange retail space.

Despite the rise of e-commerce, pop-up shops are still proving popular with both customers and businesses alike, with pop-up shops often offering less risk to brands, while providing a face-to-face platform to introduce your products or services to consumers. It’s not really surprising at all, when you factor in the huge rewards that can reaped from a physical presence; including brand awareness, feedback and insights, as well as bottom line benefits. It’s a win-win situation for all involved.

Here are Tony’s four top tips to other businesses who are thinking of setting up a pop-up store:

1. Stock items you cannot find anywhere else in your city, town or village. Offer something unique to your customers that they cannot necessarily find anywhere else on the high-street.

2. Provide knowledge and personalised services that customers cannot find online. Offer an in-store experience that cannot be replicated online; be innovative, original and approachable.

3. Promote your pop-up well before it is unveiled, using social media, e-newsletters and other marketing mediums will be useful in driving traffic to your pop-up store. It’s crucial to plan this well in advance and give yourself plenty of time to let your target audiences know about your presence.

4. Identify the location in which your ideal customers can be found. Ensure you do your research to find where your ideal customers are hanging out. Don’t be obsessed with having your pop-up in a high footfall area, although it’s great to have lots of passers-by, it is just as important that those people are likely to be interested in your products or services.

Tony Green

Label Manager at Released Records

Our retailer blogs are brought to you in partnership with Capify UK

Five ways to deliver an above and beyond customer experience

This is a guest post from Clapham Optical, an independent opticians in Southampton, which is also a third generation family business. Things have changed a lot since owner, Nick Clapham’s grandfather first opened the company’s doors and with pressure from big chain stores and online giants, the business feels that delivering exceptional customer service is a must.

Nick’s shares his five top tips on delivering a memorable customer experience, keeping shoppers happy and encouraging repeat business.

Go above and beyond

Work out what a potential customer’s expectations are from your industry, then blow them apart! In the optical industry this isn’t so hard as the big chains don’t set the bar too high. We refer to this as WOW-ing our customers. A few examples of how we WOW are offering good quality tea or coffee, music, complimentary eyewear cleaning kits, making sure we run on time, how clean and up together the store is, uncluttered displays, air conditioning and, a customer favourite, retro games in the waiting area! These sound simple and obvious, but they are unheard of in most opticians.

Under promise and over deliver

This is something I’ve heard talked about a thousand times, but have too often experienced the opposite. It’s all too easy, in an attempt to impress your customers or close a sale, to oversell your products and services, to promise things that aren’t possible. It’s far better to play your cards close to your chest, under promising and then revealing your full offering on delivery. Everyone likes to be surprised and customers loyalty and recommendations will increase.

Be honest

This is a big one, especially in relation to making product recommendations. In many industries the customer is likely to be fairly uneducated on the finer details and it would be too easy to lose them in jargon or baffle them with science. One trick we see in our industry is dumbing things down too much and giving a customer a choice of three, knowing they will, more often than not, pick the middle one. We always take the time to discover what they need and make a strong recommendation for what suits them best. And we make sure everything works exactly as described.

Learn to apologise

Things will go wrong, it’s inevitable. Dealing with it in the best way possible is what counts. It’s always best to ‘fess up, apologise and explain what has happened. Then you must own the problem. Let the customer know that you will not rest until things are resolved. Give them regular updates. Do not pass the buck or offer excuses. Even if you personally can’t resolve it, you can act on your customers behalf until it gets sorted.

Anticipate the needs of your customers

Be mindful of individual customers wants, needs and preferences and try to remember them for future interactions. This can be in relation to products and services they like, how they take their coffee or anything specific to them. A great example is one lady we see with a severe latex allergy. Now we know this, we remember at each visit and we clear the decks of anything containing latex. This demonstrates that we have her best interests at heart and saves her having to explain every time.

Nick Clapham

Clapham Optical owner, optician and eyewear stylist

Our retailer blogs are brought to you in partnership with Capify UK

A Guide to Celebrating Independent Retail on Independents’ Day

This is a guest post from Cherry Orchard, one of the leading suppliers of greetings cards to independent retailers based in the UK. Launched in 1995, the portfolio of greetings cards has now grown to include an extensive collection of designs for every special occasion, covering all the main relations, occasions, ages and seasonal captions. Offering a wide range of price points and styles, there is something for all tastes and budgets, from value ranges right through to luxurious cards with special finishes and stunning inserts and verses in both traditional and contemporary styles. 

If you run an independent business and are looking forward to celebrating Independents’ Day, don’t be afraid to turn to your suppliers for help in promoting your business and their products. Their success depends very much on yours and they will be only too pleased to help where they can. Perhaps you need content for your website or marketing campaigns. Why not ask your suppliers if they want to be involved in your 4th July plans and pool ideas as to how you can work together. As a business supplying greetings cards to independent retailers, we’ve been involved in many promotional opportunities to help give our retailers’ business a boost. Here’s our story.

We’ve been supplying greetings cards at Cherry Orchard to independent retailers since 1995 and next year we’re planning our 25th business anniversary. We work closely with retailers as our team of Area Sales Managers seek ongoing feedback on our products and on the retailers’ wishlists. Our product development starts at this end of the process, refining what we know has worked well but also taking a leap of faith with new ideas and monitoring closely to see how they fare.

Getting the best product to market and enjoying a great relationship with our retailers, by making sure that everything runs smoothly are our key goals. When we’re confident that we’ve developed a great product, with the best quality and at the best price, persuading retailers to take the products on board in a fiercely competitive marketplace is no easy task. Once the trade account has been opened we’re keen to make sure that the relationship is nurtured so that we can work together to develop and grow both businesses for many years to come.

In today’s hectic world there’s many plates to spin, making sure orders are dispatched accurately and on time, financial matters are kept in check, communication with customers is regular and ongoing so that they know they’re enjoying excellent customer service and if there are any glitches, they’re nipped in the bud.

But sometimes even that might not be enough. You may have the best products on the shelves of the nicest shop in town but unless the outside world wanders in and discovers them then the products will remain sitting on the shelf. Independent shops do a wonderful job of attracting people into their stores, overcoming huge obstacles and frustrations that they have no control over, from the weather to high parking charges or business rates and competitive businesses nearby. Chatting to retailers at trade shows or industry events can be a stark reminder of just how little support there is for the shopkeepers on whom we rely to give our local towns the character that they have, making them great places to visit and relax in.

We’re always very keen to try and help promote our retailers. We regularly run competitions for our shops, from Grand Prize Draws to Best window displays or Shop of the Month and celebrate our winners’ success by sending off the stories to trade press and local newspapers. We’re very active on social networks, supplying our products as competition giveaway prizes for our retailers to promote on their own pages to help them get their followers numbers up.

In recent months we’ve been busy arranging our own 4th July event to support Independents’ Day. We’ll be running some competitions and helping retailers to celebrate the day to get people into their shops and we’re also planning an open day at our design studios in Canterbury for our retailers to come and meet our whole team, exchange ideas, enjoy champagne and canapes and take away a goodie box with over £200 of our products (based on RRP) inside.  It’s part of our business culture that we network regularly with our retailers so they can meet not just our team but other retailers and pool and share ideas.

Sometimes it can be a simple message or phone call from a customer asking us to post nice good quality images on our social pages of our new releases so that they can share them and announce the arrival of new stock in their own store. With a team of designers and resources to be able to do this easily, it makes it just that little bit easier for our busy shopkeepers to promote their stores and our products by simply sharing our posts.

The retailers in turn can post this to the local social pages of their town where community groups help support the independent shops. This works particularly well on seasonal events such as Valentine’s and Mother’s Day to persuade people to take some extra care when choosing a nice card or special treat, from a gift to flowers or chocolate or a special meal out where a networked group of shops can work together to encourage people to spend time in the local community.

As 4th July draws closer, why not turn your creative flair to making it a day for us all to celebrate our wonderful independent businesses and arrange some networking events with local community groups and businesses or suppliers to show off the wonderful community spirit that our many beautiful towns are so lucky to have.

Our retailer blogs are brought to you in partnership with Capify UK


An independent retailer’s guide to surviving Christmas (and keeping your sanity)

For most of us, the summer glides into Christmas alarming quickly; Halloween and bonfire night are minor stepping stones as the festive season approaches. No more so than for independent retailers, whose minds are fixed firmly on Christmas even while it’s still warm enough to sunbathe.    

This isn’t because of a childish love of Santa and presents, but because November and December are the months in which retailers make the lion’s share of their profits. The same can be said for all the businesses that feed into their supply chain. Poor Christmas sales, then, usually spell a bad year overall.

When the economy is soaring, and consumers are spending merrily, it’s possible to sit back and let the customers come to you, but these happy events are few and far between. Usually it’s a bun fight with independents pitched against high street behemoths, goliath discounters like Amazon and, of course, each other.

The good news is that families almost always spend big at Christmas. In 2017, the average household splashed more than £475 on presents and £225 on food and drink in the build-up to the big day, as well as extra on decorations and general home-sprucing.

While spending ebbs and flows each year, there are always rich pickings for businesses that prepare well, seize opportunities and drive up efficiencies to prise open profit margins when the sales start rolling in.  

Plan to prevent Christmas chaos

Time waits for no man nor woman, so start envisaging your Christmas strategy right away. Big retailers plan all year, so you’re playing catch-up, but the good news is you’ll be ahead of the millions of small businesses that don’t plan at all.

If, for you, Christmas is the busiest time of year, then consider how you’ll steer customers through your door. Then make sure you have enough stock to sell them and calculate whether you need more resources, whether that means investing in equipment or people, to make it all happen smoothly.

Marketing up a storm

A marketing strategy is a complicated thing, incorporating online and offline messaging, shop signage and decoration. Worse news is that the big retailers spend millions on getting it just right – watch this year’s John Lewis TV ad, or Liberty’s grand display unveiling for details.

But independent retailers can get in on the act by adding personal touches and warm customer service that the big multiples can’t match. There’s scope for sales online too, via niche keyword targeting in Google ads or by adapting to consumer trends quickly.

And if you can’t beat them, many online stores including Amazon, ASOS and Notonthehighstreet let you join them, by listing items for sale and benefiting from their mammoth customer base to drive up your own sales.

Slick business operations

The busier you are the more important it is to have fluid business processes. Does the shop layout inspire customers to make purchases and can they glide effortlessly around – or do they get stuck in bottlenecks when more than 10 arrive at once?

Are your displays attractive and have you read up on the latest methods to attract eyeballs and convert them into paying customers and brand evangelists? Is your epos system fit for purpose and can it cope with a spike in footfall? Can you restock quickly if popular lines sell out?

It’s important to ensure that your business has the space and the tools to do the job. So, if you’re still working from the same till you bought in 1995, it’s probably time for an upgrade. The world turns quickly and there is a huge array of business-boosting products and services out there – so make them count.

Boost your people power

A thorny issue related to the Christmas period is recruiting enough people to cover the spike in activity. For many businesses this is a fine balance; not only must you predict demand, but also anticipate upheaval caused by festive celebrations, annual leave and inevitable sick days.

Luckily there is an increase in capacity during December, as colleges and universities break up and young people looking for holiday money stream back into their home villages, towns and cities. It might be worth signing up with a recruitment agency specialising in temporary work, but remember you’ll have to set aside additional time to meet, interview and train new staff.

If you’ve been in business for more than 12 months, refer to previous Christmas periods and assess the good and the bad. Factor in any business growth or shifts in the market – for example, a new residential development could lead to increased demand – and make a sensible projection. If you’re planning a bigger marketing drive this year, then account for the likely response from customers and hire accordingly.

Deal with stress

For many in the UK, Christmas is a time to kick back, relax and forget about the stresses of the nine-to-five for a week or so. But retailers have no such luxury; in fact, it could be your most stressful time of the year.

So, make sure the hectic final quarter doesn’t lead to burnout – either for yourself or the people who work for you. This is obviously easier said than done, but a bit of preparation will take away some of the strain.

Don’t try to do it all alone and be honest with yourself about the challenge you face. If you need help, then procure it; it’s possible that the extra expense will be accounted for by increased productivity and extra sales on top of lower stress levels.

Most importantly, don’t forget that Christmas is meant to be a holiday and you should factor in downtime to spend with family and friends. Entrepreneurs often lose sight of the need for time away from the business, but taking a step back allows you to recharge the batteries.

An additional benefit is that people often have their best ideas when they allow themselves time to relax. Working ‘on’ the business instead of ‘in’ it is a great way to come up with creative ideas that power your empire forward.

If you haven’t already, it’s time to start thinking about festive business. Preparation pays dividends and an investment of time, effort and cash will come back in the form of increased profits, lower stress levels and, in general, a very merry Christmas.

This is a guest post from iwoca

iwoca helps independent retailers by breaking down the barriers that stop small businesses from accessing finance. We provide loans of up to £200,000 to small and micro businesses across the UK via our website and through partner integrations using our Lending API and the Open Banking API. Since launching in 2012, we have lent more than £550 million to over 21,500 businesses and 70% of our lending decisions are automated, where customers get approved within 13 seconds. No more convoluted forms, long waits and unfairly rigid lending criteria, we make credit available in a couple of clicks. For more information go to, like our Facebook page and follow us on Twitter @iwoca and Instagram @iwoca.

It’s all about the human connection

We all know that these are uncertain times, particularly for those who rely on the High Street for their living.  With recent figures showing High Street spending falling at its fastest annual rate in six years, and spend in bricks and mortar stores falling 5.4% year on year in April, all are well aware of the challenges we face.

However, whilst some in the independent sector may feel some kind of vicarious satisfaction at the demise of some of the larger retail names, we shouldn’t lose sight of the fact that the perceived erosion of the stalwarts of the High Street merely feeds into the notion that somewhere there is a Retail Grim Reaper waiting to pounce. The reality is that a thriving retail sector would benefit the independent sector as much as it would the bigger players.

However, whilst it’s not within our sphere of influence to have a profound impact on the macro-picture, we can do what we can to shore up local shopping communities by shouting about the diversity that independent retailers bring, not just to our shopping areas but to our wider communities too. This comes down to passion, product choices, independent retailers’ support for the social fabric of communities and, of course, delivering great customer service. In short, it’s all about the human connection.

This was a common thread that ran through many of the discussions and presentations given at the recent bira conference in Hinckley. Samantha Yair and Emma Woodward, whose five shop and online business Aspire Style, which offers vintage inspired dresses, clothing, accessories and gifts, was named Independent Retail Business of the Year. They spoke eloquently about the importance of standing out on the High Street. Although it isn’t possible to compete with the large marketing spend of the bigger players, they explained, independents can and do make a difference through customer service.

This is delivered not only through their own passion for their business but also by empowering their staff to share that passion for the products they offer and the way they are presented. This not only helps them deliver great customer service but also, importantly, sell better. They have spent time creating a real experience in store, for example through special events, all of which contribute to customers feeling a buzz around the brand and building an authentic relationship with those who come through the door.

Independent retail businesses add a different dimension to local communities. They contribute to the distinct character and style of an area, can be a driver for employment and, their success can feed into the entrepreneurial spirit of those around them. All the more reason, therefore, why independents need to be given the support they need to ensure they thrive.