WHAT'S THE STORY
D e v e lo pi n g p eo p l e
FASHION DISCOURSE
HUNTING FOR CUSTOMERS? As much as possible, as long as possible. Are extended opening hours the ideal way to draw customers into the shop? Where can resources be saved, and where does it make sense to give everything? These retailers have found individual answers to these questions. Text: Nicoletta Schaper. Photos: Interviewees
COST VS BENEFIT – AND EMPLOYEE MOTIVATION Longer opening hours are offset by high costs and the fact that employees want more free time, preferably on Saturdays - the day on which we generate more than 30 percent of our weekly turnover! But it doesn’t make much sense to remain open longer if no one comes. All our branches are open from 9.30am to 7pm, but we’re considering opening at 10am because that’s the time most customers turn up. The exception remains Memmingen, because customers in rural areas tend to buy early, especially on market days. Having said that, they don’t want to go to the shops after 6pm. Our Ulm branch, on the other hand, still boasts high customer traffic after 7pm, which is why we are considering remaining open until 8pm, the same as neighbouring stores such as Wöhrl and P&C. Opening on Sunday is not an issue for us, whereas evening events have become more important, especially in our larger branches. To this end, we would like to remain open for our customers after 8pm in Bavaria too, not only in Baden-Württemberg. We definitely need more leeway from the legislator in this respect! Our employees love working during the events, because there’s a lot going on and because we enjoy being hosts. How do I maintain morale and how do I, as an employer, ensure that my employees are motivated? When it comes to opening hours, effectiveness should not merely be measured in figures.” Bernd Deuter, Head of Marketing at Reischmann
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