The good, the bad and the decidedly average

What makes one chain or store better than another? How effective is advertising in enticing a customer in through the doors? Below Ragtrader judges Amanda Young and Belinda Smart outline the judging criteria that helped sort the retailing mighty from the retailing meek.


1. First impressions
* Does the shop have clean, modern fascia and signage?
* Does it have the "pull factor"?
* How effective is visual merchandising?

2. Store layout
* What use has been made of store design, lighting and/or window area?
* Is lighting used to maximum effect?
* How is the window area utilised?
* Does the counter cater to impulse purchases?
* Are the changing rooms large enough and fitted-out with mirrors, hooks and a chair?
* Are the changing rooms private?
* Is there innovative display merchandising?
* Does the store have a particular atmosphere or ambience?

3. Customer service
* How many staff?
* Do all staff wear uniforms or a particular fashion to reflect the brand/store?
* Is the store/chain's staff attentive, friendly and knowledgeable?
* What is the quality of customer service?
* How well do staff know the store/company/chain's product?

4. Breadth and depth of employee training
* What training exists and what does it entail?
* How are training results measured?
* What evidence is there of staff review measures in place?
* What other relevant employee initiatives and/or incentives exist?
* What is the level of employee turnover?

5. Marketing, advertising and promotions
* What type of materials are used?
* What use of point of sale material is evident?
* Is the information presented accurate and up-to-date?
* What is the level of localised advertising?
* Is the store/company/chain involved in community activities?
* Does the retailer utilise letterbox drops?
* Does the retailer employ national advertising campaigns and/or catalogue promotion? How effective are the methods used?
* Does the store/company/chain have a website and what does it offer the consumer?
* Does the company actively use PR?
* Does the store have a customer loyalty program and a customer database?
This category has been judged in conjunction with the editor of AdNewsmagazine; Australia's top-selling magazine for the advertising, marketing and media industries.

6. Business/operations
* What is the percentage revenue and sales growth over the past three years?
* What information systems are in place and what are the benefits to the business and the customer?
* How many years of industry experience do each of the top three people in the company possess?
* How good is the relationship between the retailer and its suppliers?
* What is the stock availability and suitability for the target market? What is the discounting strategy?
* Does the store/company/chain meet its published payment policy?
* What is the store/company/chain's buying policy?
* Is there a layby policy?

Following the four-week judging period, the judges were able to select a winner and at least one runner-up in each state for the Best Independent category. The strong list of short-listed fashion retail chains has now been reduced to five hot contenders, the strengths of which have been detailed in this supplement.
This year we have reconfigured the Best Department Store category. Instead of our judges selecting an outright winner, we have asked the major department stores to supply an outline of their performance and invite Ragtrader readers to make up your own mind on who was the better performer.
The outright winners of the Best Independent and Best Chain categories will be announced at an awards ceremony to be staged at Sydney's Botanical Gardens Restaurant on Thursday February 2. More than 120 of the industry's leading lights are expected to attend the event.