In our series of interviews with independent schoolwear retailers on the reopening of their stores, Ian Foster, managing director of Fosters Schoolwear in Hertfordshire, shares his experience.

 

Laura Turner: Did you manage to trade online during lockdown?

Ian Foster: Yes, but it was very slow initially through April. Our sales were well down. It did slowly pick up as we entered May. Towards the back end of May sales increased to a steady level, although still down on previous years.

LT: What measures did you put in place before reopening?

IF: We introduced an appointments system in the shop, where customers visited our website and made an appointment to suit themselves. We also introduced what we called our ‘Covid-19 policy’. Our shop was thoroughly sanitised and signage was placed everywhere to guide customers and remind staff of our policy for keeping customers and staff safe. Sanitising gel stations were set up in various parts of the store, particularly at the entrance. Plenty of sanitising gel was also placed at all key points around the shop, plus the rest of the building; production area, warehouse and offices, etc. Staff were given face masks and gloves to protect themselves as well as customers. Customers were also offered the same if they wanted them. We managed to source most PPE products in time because we started very early, but there were delays with a few items.

 

 

LT: How was your first week back trading?

IF: Our first week back in the shop was very busy but controlled and relaxed after a few days. Both customers and staff felt a little nervous for the first couple of hours but that eased for most people. Our staff are trained to try to make customers feel as relaxed as possible, yet mindful of the current situation. We have received many, very positive comments from our customers regarding their buying experience with us, both direct and on social media.

LT: How are you finding the practice of social distancing in-store?

IF: It is working well and both customers and staff have adjusted quickly.

LT: How have you been promoting the reopening of the store?

IF: Through social media and liaising with our schools.

 

 

LT: What are your plans in terms of buying stock?

IF: We are well stocked now because most of our forward orders have been delivered.

LT: What are your thoughts on Back to School?

IF: Sales will pick up from the low levels. Customers’ buying will be more condensed between mid to late August and early September; I can see our shop opening seven days a week. However, I feel volumes will be down from last year.

 

Fosters Schoolwear
Bishop’s Stortford
Hertfordshire
CM23 2TH