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All the Worlds a Stage: Simon Burstein Talks Shop Floor Theater

He has gone on to open The Place London, a group of luxury multibrand retailers in central London. He is also the owner of Leathersmith of London, purveyor of leather-bound books and accessories.He believes retailers need to polish their shop floor acts in order to keep the customer returning for more. “Shops are a theater and a stage, the clothes are the props and the staff are the actors,” he said, adding that the performances have to be five-star every day.Salespeople are key and need to be talented, motivated — and valued: “I think good customer service is timeless, and staff is the most important thing. They have to know everything about the products, and it’s really important that they are engaged and they know what’s online and in-store. They have to be trained, and valued more, and I think this is one of the areas that is definitely worth investing in.”Retailers also need to ensure that sales and markdowns don’t spin out of control. “We know that sales hurt the bottom line and set a precedent for the customer. If you know that a shop is going to go on sale in two weeks’ time, then why should we go shopping?”Burstein called for more pricing transparency, and said that brands need to protect local retailers worldwide. “Geopricing is a price structure the brands should be enforcing. The problem is this: If a client can buy a designer product online, from another country, for less than the local retailers are selling it, the chances are they will. And you can be sure that you’ve lost a sale.

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