Elevate your retail experience to survive

There’s no mistaking the incredible rise of online shopping in recent years. The convenience, the choice and the speed at which we can make purchases and receive our items without even needing to leave our homes is just astounding; and quite frankly something we all take for granted now. But with such a drastic shift in shopping habits, it’s no wonder the high street has been left battered, bruised and in some ways left heartbroken as our love affair with a true, real shopping experience has fizzled away. Throw in a pandemic to the mix and the drastic changes that we would have predicted taking decades to take place have happened in a mere few months.

And yet.

Just like the music industry is seeing a resurgence in vinyl sales, the high street is showing buds of change and hope. Consumers are seeking something real. Consumers are craving the tangible, the physical. There is something deficient in the digital age that is leaving our desire for a true shopping experience wanting. So, to survive, our retail business need to galvanise the consumer by offering everything they cannot and will not ever be able to get from their online shopping experience. Yes, having the right stock and the right time at the right price will get those cash registers chiming. However, it is the experience that will drive initial footfall. And once the footfall I created, your staff and your brilliant offering will do the rest. We think this can be achieved by three strong components… The Three S’s!

Social 

It may seem a little backwards to dive straight back into the digital world when we are trying to focus on the real world! However, there is no denying the power of social media and whilst it can sometimes feel like our enemy, there is so much to embrace! As a user, people love to share their feelings, thoughts, memories and experiences, especially when it’s positive. Ever heard of the phrase ‘instagram VS reality’ – This is about bringing Instagram (or any platform) into your reality and ensuring it is showcased in the very best light. Create spaces within your store with instagrammable displays, offer brilliant backdrops, lighting or product displays for the perfect selfie opportunity. Get the staff involved (as per below) to promote the ideas and products as people browse your store. Never underestimate the power this can have with such a huge audience. No matter how small, how silly, random or unusual your ideas, every share online is another touchpoint with another potential consumer and pair of feet through your door!

Staff 

Definitely one of the biggest and most brilliant assets every retail space has that is not available online. People. Everyone knows that annoying feeling of having a question or concern about a product or service online and not being able to get through to a real human being! We crave human connection on an unconscious level. Whether we think we need their help or not, just the thought of knowing someone is there to answer our queries and fix anything we need right away is a weight lifted beyond what any online space can give us. So, with your team in-store, this is about ensuring they are providing the most insightful, intuitive service the consumer cannot get elsewhere. Maybe you’ll give your staff an individual specialism, so they are total experts in their area of the business? Having a team in-store to simply help the business tick along is no longer acceptable. Consumers want relatable, knowledgeable, likeable people to help them part with their cash. This is upskilling and by doing so, levelling up the service to the consumer so you create an enjoyable, memorable experience. 

Safe

Of course, the pandemic has made every consumer wary about how, when and where they shop in-store. Will it be busy? Will they be sanitising the store correctly? Will staff be wearing the correct face coverings or be operating a one-way system? So many unknowns can often put consumers off even heading anywhere near the high street. If you want to put confidence back into the consumer you need to be conscientious of their concerns and ensure a safe shopping experience is a core part of your retail strategy. Be clear on your shop front and social media channels on what measures you are taking for a safer experience. Regular sanitisation, PPE, hygiene should all be considered and followed with the latest guidance; and ensure that every staff member is adhering with no exceptions. If one consumer feels something is not being followed, this loses their trust in your brand. You could also consider time slots, appointments or even just showcasing to customers when your expected quietest or busiest time periods are in the day or week to allow them to make a decision on when to visit you that makes them feel most comfortable. This may help boost your quieter periods too and spread out the custom to allow your staff to offer a better experience to every customer that comes through the door.

So, how do you feel your business fares in the current climate? This isn’t about high street survival. It’s about a high street revival. A transformation to not compete with the online market, but co-exist and offer opportunities and experiences, unlike anything the consumer can achieve through clicks and scrolls.

Elevate your experience. Captivate the consumer.