Tustains, the luxury jewellery and watch retailer in Leamington Spa are celebrating their busiest Christmas season yet with sales up 30% this December. The staff were rewarded with a couple of days off after the rush to re-charge their batteries and enjoy the holiday with their families. Like other successful retail businesses this year, the directors attribute their impressive results to increased investment in online marketing without cutting back on their in store efforts.
Joe Milner paid tribute to all their store staff, who work extremely hard in the run up to Christmas. “As ever in December we were all run off our feet this year “ he commented “so we were all delighted to see an increase in December sales of 30% compared to 2012”. He attributes some of their success to their recent investments in digital marketing, with the new website attracting 50% more visitors in December than the old site and having additional options for customers that include full e-commerce and click and collect in store services.
The British Retail Consortium’s (BRC) director general, Helen Dickinson, also highlighted multichannel offerings by some retailers as one of the success key factors over Christmas. “This Christmas we've seen innovative retailers using click and collect and other approaches to make a virtue of both their website and their physical shops. And that's something we see growing in importance “.
Whilst an online presence helps, Joe and Tom Milner know that the great choice of products and attentive, expert customer service they offer customers continues to bring customers back time after time. Shopping online is, by nature, a very impersonal experience. “We have always believed that the person to person help and advice in our store is what really makes us successful in the long term, the website is there to support the store, not the other way around” says Joe. “We know that the future may look different, with online sales becoming a bigger part of our whole business”