BUSINESS
CLINIC
In the first of a new series of advice-led articles, retail expert Michèle Poynter starts us off by sharing her top tips for retail success.
THE BUSINESS CLINIC
Since the pandemic began we’ve seen a shift in shoppers’ behaviour with a significant rise in searches for “ethical online shopping” “available near me” and “in stock”. The Google Retail Trends Report 2021 noted that over 50% of consumers found at least one new form of online shopping, it also reports that there has been a marked rise in movements such as “shop local and support small businesses”, and that more than ever before, consumers are looking for ideas and shopping inspiration online. As an independent retailer there are many things we can do to maximise the potential from these changes in buyers’ behaviour that big companies can’t do so well. Here are my top 4 tips Give customers what they want, not what they ask for It might sound strange but often this creates happier customers who spend more. For example, customers can often ask for a black bra, but what they really want is a bra to wear under dark coloured clothing. I can sell them that black bra and on the surface they would be happy, however, they’ve walked 32 | BUSINESS CORNWALL
through the shop past the pretty patents and bright colours and they’re leaving with a plain black bra. When we rephrase the question for the customer and say “would you like something to wear under a dark coloured top?” we are then able to turn the process from a transaction to an experience a bit like shopping in an old fashioned sweet shop. The customer more often than not leaves the shop with a number of bras and it probably doesn’t even include a black one! Embrace technology and the tools out there
Share your story, people are interested in people
There are many ways to do this without spending a lot of money. There are obvious ones like showing items you sell on your social media accounts, but you can go a step further and create a Facebook shop. You can also add products/collections you sell to your Google My Business, this allows customers to see what you stock before they visit you, and help own your mobile footprint. If you offer appointments, a great tool is an online booking platform. These don’t only free up your time, booking in the actual
appointments, they send customers reminder, allow them to amend/cancel their bookings which in turn reduces no shows. Content is key As the Google report said, people are looking online for inspiration. So, write blogs, make videos, send emails, engage your customers on social media, find your groove and make it interesting, insightful and inspiring. Share your story, people are interested in people. They also love to see behind the scenes, and processes step by step. Under promise and overdeliver In a time when Covid and Brexit are making the supply so very challenging, if there is a small chance that something is going to take two weeks for you to organise or to be delivered, tell them it’s going to take two weeks and let them be delighted if you contact them in a week. These small yet significant changes can help you stay ahead in an everchanging retail landscape.
Michèle Poynter is a retail guru with over 18 years’ experience. She is the CEO of Mish, the multi-award-winning, multi-channel, lingerie retailer and more recently, the founder of retail consultancy, The Retail Fixers, which offers consultancy, workshops guidance to online & high street clients large and small.
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