93 | UK Enterprise Awards 2022 Similarly the amount of choice people enjoy today and ease of purchasing, with customers switching between retailers and online/in-store channels from purchase to purchase, depending on which best serves their needs at the time has led to a decline in shop loyalty, however Lee has the answer to ensure that his customers return repeatedly. “Expanding our product range, integrating a stock management system and introducing website/e-commerce capability was one of the top actions I wanted to achieve within the first year,” he states. “We’ve expanded our range by probably about 60%, but we really haven’t expanded our stockholding due to the stock management system. The e-commerce capability is designed to offer more choices. We are able to offer a customer experience that gives them more options.” Another key differentiator that Longton holds over others is that its employees and associates demonstrate competence, courtesy, credibility, reliability, and responsiveness. Lee is keen to highlight how important these people are to him and how each and every one plays a crucial role in the company. “I like to think that our staff feel comfortable bringing forward problems, asking questions, In the wake of winning this esteemed title in the UK Enterprise Awards 2022, we speak to the owner of small family business, Longton Home and Garden, to find out how it stays ahead of competitors and how the pandemic has changed the face of consumer shopping. Longton Home and Garden is a modest business providing an extensive range of DIY, pet, and hardware products at affordable prices. Set in the village centre of Longton, the traditional hardware store boasts a superb reputation and is well known for its vast range of stock and services provided such as watch repairs, key cutting, locksmith services, and much more. “The store is affectionately known as Aladdin’s Cave and is deemed by many locals as your go-to source when it comes to home and DIY needs,” explains Lee Bamber, who owns and operates the family run business. “Our core values centre on exceptional client service whilst creating a culture of warmth and belonging, where everyone is welcome – including pets!” All staff at Longton have a commitment to integrity, fairness and responsibility the main aim being to always deliver the absolute best. “These values haven’t changed since our integration,” Lee continues. “In fact, they have grown and will continue to grow as the business grows.” Lee and his dedicated team believe that the store differentiates itself from competitors mainly through product differentiation. “One of our main challenges when starting the business was that customers are no longer forced to choose between just a couple of options when looking to purchase goods. Today, they have dozens. Maybe even hundreds. Additionally, not only has the number of retailers expanded exponentially in recent years, but so has the information available to customers.” This shift in how people shop means most shoppers tend to spend a lot of time researching their purchases and considering the entire customer experience while doing so before committing to a purchase. Best Home & Garden DIY Retail Business – Lancashire May22275 or making suggestions for improvement. By empowering our staff with the authority and flexibility to find creative or alternative solutions to issues when they arise, allows the customer to receive the information or help they desire.” The pandemic changed customer behaviours, some permanently. To remain relevant in this changing environment, Lee and the team set their aspirations on the customer experience. They aimed to become digital – to inject innovation into reaching customers via social media – by transforming the store operations and reimagining the physical experience of a customer within the store. “Due to the nature of the pandemic and the regulations, many used the time to renovate and redecorate homes, embrace new hobbies, and care for families and pets, all the while splurging on products, services, and experiences delivered either online or locally. This was an area that we were able to capitalise on and continue to champion.” Recently, Longton Home and Garden was crowned Best Home & Garden DIY Retail Business – Lancashire in the UK Enterprise Awards 2022 and Lee has his sights firmly set on more growth for the future with a business plan focussed on further development of the e-commerce capability over the next 12-24 months. “It is an aspiration to expand the brand with additional stores in addition to increasing the scope of our services we can provide a community,” he says. “The pandemic has evidently changed customer practice for ever. Being able to evolve and take on the challenges of customer practices is something that we are continuing to develop.” Contact: Lee Bamber Company: Longton Home & Garden Web Address: www.longtonhomeandgarden.uk
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