How to create the go-to destination for health & wellbeing: NOPE 2023

I work a lot with food and drink brands, and I'll say to them, who's your customer? And they'll go, it's everyone. And you may well think, well, it's everybody, it's everybody who lives in my town, it's everyone who lives in my village. But actually, what you need to be doing is really pulling out one or two individual people. And it doesn't mean that you won't be selling, you know, say we've got an example here of the health-conscious consumer. You might So you might actually say, well, it's not all health-conscious consumers because we get a lot of people who are on diets, or we get a lot of bodybuilders, or we get a lot of people who give supplements. They will still come, but if you pick somebody, it makes everything more easy. Everything else will fall out, whether it's the range, what you do with your marketing, how you present the store. The whole piece comes together if you've decided who your customer is. Once we've decided who the customer is, it does make it a lot easier. And for those of you who maybe have been running stores for a long time, is it worth just sitting back and going, okay, have I got the range that's, that's right in terms of the headlines? Am I getting the right components? Am I getting products with the right value? There's lots of elements that you need to think about. It's not just a shop. It's about the layout. It's about the design. It's about what's your company values? What do you actually want to be famous for? Are you going to be like Kansas and you bring in unusual health foods from around the world? And you're in a great place to find them. Focus on local provenance, that might be very relevant, and I know it is for a lot of health food stores. Or it might be what you are passionate about. You know, what lights your fire? What do you want to talk about? What do you want to sell? Because I think that's so much more important because you can do it with credibility. Go back to your customer avatar and think who your partners might be. So it might be medical professionals, it might be dietitians, it might be fitness instructors, It might just be the community in general, your local community, but think about who the partners can be because in this day and age of data again, you want their data, you want to share with them. So if you can get them to refer, happy days. We already know that referral is really important, but also if you can use their lists and add value to their customers, then you get that virtuous circle. Bridge your e-commerce and your in-store, create loyalty and referral, and then Collaborate, collaborate, collaborate, because it's going to grow your business. Thank you very much. Please feel free to link in with me. I work through LinkedIn. That's where I live. So very happy to chat to anybody. Please get in touch if you've got any questions. I will be on the Health Store stand from 1:30 on K65.