1 minute read
THE WEEK IN RETAIL ISSUE 13
EDITOR’S COMMENT
SHOPPER SAFETY KEY TO MAXIMISING FUTURE SALES
Perhaps the most important question that local retailers are wrestling with at the moment is how, exactly, they make sure that customers don’t forget all they’ve learned during coronavirus and simply revert to their old ways in the future. Study after study shows that shoppers have genuinely appreciated the often superhuman efforts of their local retailer over the last few months and some of that goodwill has got to stick. But how much of it will, and for how long?
An even more fundamental issue, however, seems to be the huge concern that exists around being able to shop safely. That, for me, is an area all local retailers need to have absolutely nailed down if they are to give themselves a chance of retaining all that new footfall and also bring some new shoppers across the door – particularly those who might not be overly impressed by the social distancing and safety practices at their local supermarket or discounter.
That thought occurred to me again as I wrote the Scottish Tourism Index piece in this issue. Social distancing and safety are far and away the most important issues when it comes to how consumers choose the stores they are happy to shop in – and with smaller stores and more control over the environment, it seems to me that local retailers have the edge over their supermarket cousins when creating obviously safe places to shop.
At the end of the day, the range carried and the pricing and promotional structure don’t count for much if a customer isn’t even prepared to step inside. So while we’re pondering home delivery and food-to-go and all those other businessbuilding ideas, it makes sense to get the social distancing and safety practices rock solid first. Safety will be a major concern – probably the major concern – for many shoppers for a long, long time.
