East Staffordshire Borough Council launches bootcamps to help retailers boost Christmas sales

East Staffordshire Borough Council has launched a bootcamp aimed at helping the Borough's retail entrepreneurs boost their sales performance in the run up to Christmas.

The Council has partnered with small business support platform Enterprise Nation and Birmingham Enterprise Community (BEC) to deliver a free bootcamp requiring just an hour a week to power up talented town centre retailers and market traders in the Borough, as well as start-up retailers bursting with new enterprising ideas.

The bootcamp will focus on concise and actionable sessions, providing immediate value through bitesize modules including storytelling and marketing, embracing digital opportunities, and access to funding.

The three-week bootcamps series, which starts on 29 October, will be online, making it really easy to get involved.

The three sessions are flexible -- candidates can choose the ones most relevant to their own business challenges and busy owners can nominate one of their employees to attend if they can't make it themselves.

Jodie Hatton is a manager across the two sites of The Alphabet Shop Gift Shop -- both gift and coffee shops, with an in-house design studio above its Burton store. She understands the impact that adopting digital tools and an adaptable, entrepreneurial approach to retail can have.

The stores in Union Street, Burton and Station Road in Mickleover, were spun out of a dream and brilliant business idea from founder Sue Dorling's kitchen table in 1996. The two outlets now employ over 30 people in the coffee shops, gift shops - and online shopping website.

The Burton store has also recently launched 'Uncorked', a wine bar that opens for events in the evenings from the cafe featuring simple food offerings like charcuterie and cheese boards. Past events have included guest chef pop-ups, an in-house DJ and wine tasting evening.

Jodie said:

"We've got three businesses under one roof, a coffee shop, gift shop and online gifting.

"We market it all using a mixture of social media, posters, leaflets and email newsletters. Our coffee shop always brings in fresh customers, who find the gift shop and we try to make sure it's really clear what we do and how people can shop with us.

"We've got an ambitious trajectory around what we want to achieve so we need to make the most of our outlets and share our business on social media -- recording Instagram reels when new stock comes in for example, celebrating shopping events we host, as well as making sure we capture our delicious cakes as they make their way to the counter.

"Our design studio is able to add personalisation to the majority of products in store and can often be done while the customer waits. We don't have room in the shops to house samples of all the products we produce -- so our website has a much bigger offering when it comes to personalised gifts.

"We are also able to adaptable and use our staff wherever demand is within the business. Office staff become potwashers and baristas become order packers.

"Being adaptable and making the most of digital tools in this way is really key to success for us, this bootcamp could help others to pick up new skills that could transform their business as Christmas approaches."

Emma Jones CBE, founder and CEO of Enterprise Nation, said:

"As The Alphabet Gift Shop shows, making use of digital tools and adapting your offering to make sure you're really delivering what people want as well as making the most of your premises or online space is vital.

"With the busy Christmas shopping period almost upon us, it's the time of year that retailers see increased sales in their products. Using digital tools can really help to capitalise on that and this bootcamp is designed to deliver bite-sized support that can make a difference.

"We really admire the ambition of East Staffordshire Borough Council's forward-thinking plans to boost the Borough's retail economy by supporting local retail entrepreneurs in the run-up to Christmas."

Cllr Rob Hawkins, Cabinet Member for Regeneration and Development, said:

"I am pleased that the Council is able to work so closely with Enterprise Nation and Birmingham Enterprise Community to deliver a valuable training opportunity to local businesses across the Borough. I encourage all local entrepreneurs to sign up and take advantage of the guidance and learning available."

To get involved, sign up here.

ENDS

For further information or to arrange a photo opportunity, please contact:

Corporate and Commercial, East Staffordshire Borough Council

Tel: 01283 508272
Email: communications@eaststaffsbc.gov.uk

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