Choosing the right product mix… with Carol Kavanagh.
In this series, we ask questions to those who shed light on the highs, the lows and the in-betweens of retail in New Zealand.
Today, I get to talk with our South Island sales agent, Carol Kavanagh.
Hi Carol. Thanks for taking the time to answer a few questions today.
Your insights are important because you get to see a large chunk of the country and chat with many New Zealand retailers. From your conversations and experience, maybe you could help us share the stories of customers who might be able to bring value to others.
So, let’s dive in.
Susan: Describe what you do in a few words.
Carol: I present the Capulet range to my customers throughout the South Island.
Susan: How do you help customers?
Carol: I choose a product mix that I think would help the customer. I get to know my customer’s customer base, and their demographics. We both work together so that we can work out the products that would work well. For example, some products would work better in Timaru than what they would in Nelson. I show them a varied and eclectic mix of products that would suit a lot of stores.
I like to help my customers choose wisely. The customers I’ve known for many years tend to trust my judgement because they gain confidence in the product.
Susan: What makes it special for you?
Carol: I get a huge buzz out of going back the next time and seeing how well the product has sold!
Susan: What challenges have you seen in the industry this year as a result of Covid?
Carol: I’ve seen most of my customers rising to the challenges. They say “Right-o”, dust themselves down, and think of ways to re-invent themselves. Change it all up… like let’s become more media savvy, and let’s get working! I feel that there’s a really positive feel out there. I don’t hear any negativity.
Susan: What success stories have you seen this year?
For example, where a customer might have found a new way of doing something that works better than before.
Carol: A lot of my customers have gone online since Covid. It’s really made them become a bit more savvy… website savvy and social media savvy. So most of them have had huge success in their sales and connectivity with their customer base. It’s made them a bit more real… it’s not someone just selling something, it’s more about connecting with the community. That’s been hugely successful for a lot of my customers.
Susan: And what platforms are the using for this?
Carol: It’s not so much Facebook, but it’s more Instagram and their own websites – it’s been huge since Covid.
Susan: What’s your favorite Capulet product at the moment?
Carol: I’m having huge success with the art!
I’m finding that it doesn’t show as well on my iPad… it doesn’t look as great as it does in person. So when customers get it into the store I like to take photos of it. In fact, I’ve created my own Capulet folder. So I show them what it looks like in stores, and it’s really helped.
But my favorite product would be the teak benches. I love them!
Susan: Any last comments before we wrap up?
Carol: Stay positive, stay media savvy, and stay current. And I know it's a cliche, but just be kind.
Go out of your way to give the best possible customer service & experience... a very wise and successful business person once told me that every person you meet imagine they have on their forehead the letters MMFS (make me feel special). I think that was a fantastic idea and I always strive to do the very best for my customers and I know Capulet also do.
Susan: One last thing, what’s the best way for people to reach you?
Carol: Email and Instagram is the best, as I’m often in appointments.
Customers can reach me at c.t.kavanagh@xtra.co.nz and Instagram.com/carolk_agencies
Really appreciate this, Carol. Thanks so much for your insight!
Now I’d love to hear from you.
Make sure you're logged in, then in the comments below, let me know:
1. What challenges have you overcome this year?
2. Where have you made improvements to your business in 2020?
Join us next time as we bring you more stories from behind the shop doors of New Zealand.
Because it works better together.