Case Study: Retailer Creates a Successful Marketing Plan

Problem: JX Leather Goods is a small retailer that was struggling to generate business after the Bundaberg floods. Even though they had great products and were situated in a relatively busy shopping mall, they were struggling to attract new customers and generate enough repeat transactions from past customers.

Solution: After visiting the store and speaking with the owner I explained that they needed to develop a marketing plan and improve the merchandising and layout of the store to attract more foot traffic. We firstly helped develop new merchandising concepts and signage for the front of the store. I then went to work on creating a strategic marketing plan that included.

  • Improving the display and promotion of their loyalty cards.
  • Planning marketing campaigns in advance for special days of the year such as… Mothers day, Christmas day, Valentines day, store birthday etc,
  • Developing seasonal campaigns to promote specific products that matched the seasons
  • Creating a strong business Facebook page and developing a plan for using it to promote the store and engage with past customers
  • Creating a booklet on how to look after your leather goods, which helped to separate them from their competition and attract better customers
  • Organising a Radio Ad campaign to let locals know they existed and developing offers to get new customers into the store

Results: The combined efforts began to dramatically increase traffic and sales. The business owner can now confidently market her business to attract new customers and has increased the amount of repeat transactions through their loyalty cards. Every time Lester walks through the mall now he is greeted with a big hug from the business owner who has been able to turn her business around thanks to his efforts and expert guidance.

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“Lester has been an efficient contractor to work alongside – including scoping the work to be done, willing to assist in all parts of contract delivery and reporting in a timely manner. In terms of service delivery, Lester delivered the Accidental Counsellor and Telephone Skills in Tough Times workshop to many struggling western communities with great success."

-- Angela Williams, Project Officer, Uniting Care Community


“Lester Lewis from Lester Lewis Consulting has been assisting us in the first year of our new retail business. His extensive knowledge of merchandising, customer service, marketing and business in general and his many contacts in the business world have been a huge help, we have learnt many things. Lester’s friendly and easy to understand manner makes it a pleasure to work with him."

-- Jing Webster, Owner, JX Leather Goods


“I worked with Lester for a number of years at the Department of State Development. He is a great business advisor, presenter, mentor and friend.”

-- Beth Whitworth, Office Coordinator & Small Businesss Advisor, QLD Dept. of State Development


“ I would recommend Lester as someone who takes time to consider the needs of his clients, and who goes above and beyond to deliver a tailored service to meet those needs. At all times he has been easy to work with and highly professional. I now consider him to be part of my team.”

-- Sharon Coyne, BA ATCL GradDipEd


"Lester has not only shown me ways that will accelerate my success, but has helped transform the way I think about and run my business. Lester is a motivational and highly knowledgeable coach who keeps up with the times and is a pleasure to work with. I would recommend Lester to anyone who is seeking professional advice, guidance and inspiration to help them grow their business in a fun way, and with great purpose.”

-- David Lee-Schneider, Online Marketing Specialist, FlySocial

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