Expert urges retailers to develop right mindset

President of Bervidson Retail Group, Mr. Joseph Ebata 


By 'Gbenga Bankole

A renowned retail expert in Nigeria who is also the President of Bervidson Retail Group, Mr. Joseph Ebata has urged retailers in the nooks and crannies of the country to develop right mindset towards retail.


Ebata who disclosed this at the weekend while delivering a paper on the topic "The mindset of a successful Retailer" at the graduation ceremony of Retail Academy in Lagos said that failures of some nations today is due to bad attitude, describing bad attitude as darkness.


He implored retailers to have a good attitude to deal with their customers, emphasising that they should have an optimistic approach to both challenges and opportunities.



Ebata who acknowledged attitude as one of the mindset of a successful retailer, advised retailers to take action to make things happen the way they want.



While speaking on vision as  another mindset of a successful retailer, Ebata noted that no retailers can grow beyond his vision, adding that where there is no vision, people perish.



The third mindset a retailer must have according to him is the mindset of improving oneself.



"The day you stop to improve, you start dying. You cannot grow beyond what you know. Continuous improvement and continuous learning are both important and will lead you to higher levels of performance. If you're not learning everyday, you will soon become obsolete," he stated.



Ebata who said being a team player is the fourth mindset, noted that there is always a better way of doing things and nobody has a monopoly of that better way, adding that a tree cannot make a forest.



"The fifth mindset is being customer-centric .' The customers are the reason why you are in business. Focus upon the need or desires of the customers rather than the sales of the product or service," he said.



Ebata disclosed that relationship and emotion, empathy, availability, differentiation, speed of service, fast delivery, connection, collaborating of values, creating a 'wow world' and experience are what retailers need to take with all level of seriousness about customers.



According to him, whenever customers buy anything from retailers, they buy experience, stating that customers' total experience before, during and after encounter with stores is very important.


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