Decoron Case Study

Sell more Décor Retail profile: Decoron
Mr Welch explains: "This area is not the most affluent, with low-income famihes, so when there's a recession they're not affected too much because, to put it bluntly, it's what they're used to - and they do aspire to improving their homes." Customers come from much farther afield too, travelling up to 50 miles to shop at Decoron, which prides itself on being a real specialist. The entire store is dedicated to selling only decorating materials - wallpapers, paints, decorating sundries and decorating tools and that, says Mr Welch, is what helps it sell more décor. "By being professional in what we do, and sticking rigidly to being a specialist paint and wallpaper shop," be says, "Ever>'thinB is focused
"We've always stuck to four key principles: quality, choice, value and service. I do feel that if you're going to do the job do it right and concentrate on what you do, deliver, and reap the rewards." Amongst those rewards is the fact that Decoron has "no trouble" in competing. In fact, there are certain rivals Mark Welch would welcome for the favourahle comparison they would give. "If ever they knwked all the shops down opposite here and built B&Q we'd clap our hand.s!" he laughs. "People shop around, not for price initially but to get something a bit different. The main criterion today is quality, then choice, and then price." The biggest issue Decoron has had to contend with in recent times has heen its single-width frontage, giving the misleading impression of a small shop that may not he able to supply customers with all their requirements. And it is true to say that it is bursting at the seams. Now, the Welches have solved both problems at once by buying the freehold pub adjoining the shop. The two premi.ses will be knocked into one td create a store with an extra ] ,600sq It of selling area, plus additional .storage space. There is also a courtyard which will provide for parking and could be developed at a later date to
It's all going the right way at the moment." He says that 2009 was "an absolutely incredible year - we couldn't have predicted what we've done". He puts the success down to a number of factors. "But the biggest driver has been the resurgence in wallpaper, there's no question about that. There's not many retailers ahout that are specialists in wallpaper - we have a reputation for having a lot of wallpaper. And we've carefully researched to ensure we capitalise on that. "We understand what coloiu-s and styles are in obviously, but we analyse our customer base. We look at what fashions are out there and talk to customers, ask if there's any particular colours they'd like to see on our shelves. "The younger generation in particular have come back into wallpaper hecause it makes a statement, so we look at what colours and styles they're looking for," he goes on. 'They'll go for a much higger, bolder design, and they're quite happy to spend, spend, spend. If it's cost them £100 and ifs only on the wall for six months they're not too fazed - they have to follow fashion." In fact, says Mr Welch, the