Key findings from a review of the UK small fish retailer sector that will be of interest to similar businesses which would like to improve efficiency were: 

• Independent retailers need to use their expertise to encourage customers, old and new, to shop more frequently. 
• The range on offer in the shop is very important as it may persuade customers to use an independent outlet. 
• Shop environment is also crucial as consumers are increasingly aware of hygiene. 
• Other routes to market are under-exploited by some retailers (e.g. supplying restaurant trade, delivery service, call and collect). 
• Complementary items can be used to increase consumer spend. 
• Generating new business and price occupy retailers’ thoughts. These are things that the independent retailers can influence. 
• Independent retailers have an opportunity to make themselves more accessible by considering flexing their opening hours. 
• Accessibility could also be improved by considering a delivery or call and collect service. 
• Consumers are likely to be less price conscious when shopping in independent retailers.

A successful retailing business requires that a distinct and consistent image be created in the customer’s mind that permeates all product and service offerings. Visual merchandising can help create that positive customer image that leads to successful sales. It not only communicates the store’s image, but also reinforces the stores advertising efforts and encourages impulse buying by the customer. Visual merchandising is a major factor often over-looked in the success or failure of a retail store. It is second only to effective customer relations.

The importance of seafood display and presentation cannot be over-emphasized. The display will lure the customer to the shop and an interesting presentation will get the sale, particularly the impulse sale.

Seafood presentation, and the image of the premises and staff all have an impact on customers. Things to bear in mind during the presentation and display of seafood are:  

• staff product knowledge (know about today’s product)
• the presentation should promote product freshness
• the premises should be clean and hygienic
• staff should be neat (e.g. uniforms) and hygienic
• display cabinets should be kept full
• good housekeeping
• effective lighting
• use plenty of ice
• use garnishes (e.g. whole or fruit slices, well washed parsley)
• location of product information

As well as quality, display presentation and price, the interaction between the retailer and consumer is also important, particularly where fish is sold by a fish monger or retailer direct to the consumer. 

Staff appearance and manner have a marked effect on customer perceptions. Positive memories are what motivate customers to return. Knowledge of the product, personal appearance and the ability to engage in a friendly way with consumers are skills which will help the transaction process. 

The objective of good service is to excite, incite and delight the customer. Good customer service may include such things as:  

• smart appearance
• speed of service
• knowledgeable and experienced staff
• polite and personal attitude
• building a relationship with your customer (building loyalty)

Avoid over-promising and under-delivering as customers seek service not apologies.

Food retailers have the knowledge and means to influence how consumers buy, cook and even store and dispose of fish at home. Ideas include: 

• Understanding why some of products are being thrown away by consumers 
• Reducing the cognitive distance between the production and consumption of food products by proactively informing consumers how these products came to be 
• Making information about products easy to understand 
• Applying information technologies to help consumers quantify the amount of food wasted at home  
• Helping consumers build a tailored strategy to cut food waste at home