Marcus Singh, managing director, Hyperama
Chinese New Year represents a big upturn for us in January. It’s really good to have one big event like this because there’s a big gap between Christmas and Easter. That’s why I go for it hammer and tongs. We have trade days with suppliers sampling products and lots of promotional activity things like BOGOFs and percentage free deals on key lines. I hire dragon dancers for all three depots it costs me an arm and a leg but it’s worth it for the theatre it creates. They dance a bit in the car park then come through the depot.
Chinese restaurants are an important part of our customer base so I employ Chinese speaking tele-marketers who ring round customers and we advertise in the Chinese papers.