PAVING THE WAY

Fads, societal trends, and Wow Factors

Think about it. Can the above be viewed as short term gimmicks, or longterm genius marketing strategies? Helena Cotter has a view

Night time online purchases have gone through the roof as people buy more when they are relaxing at home and have had a drink or two.

As a result, many bricks and mortar designer clothes shops and boutiques (non-bridal) now offer luxury shopping experiences by serving alcohol, cakes, nibbles and treats while their customers browse and possibly buy something.

Today, due partly to the demand for online shopping, our bridal retailers are also under tremendous pressure to constantly think of novel and unique ways using wow factors to attract and delight potential customers and their guests.

Retail customers are even more keen to be part of this culture in all aspects of luxury shopping – and that includes bridal.

Wanting to be (or continue to be) the number one hot spot; the mustvisit boutique is more important than ever. There’s always going to be competition and now more than ever there are many, many bridal retailers all wanting a slice of business, so anything you can do to further stand out from the crowd can only be a good thing.

With this in mind, I thought it might be a perfect opportunity to talk about the pros and cons of offering more of a relaxed, fun, party like atmosphere in what is firstly a retail business environment.

I always say to my customers, my job is not to tell anyone how to run their business; all I aim to do here is look at these innovative phenomena as an outsider.

Moving with the times

Only you will know how far you wish to go in terms of what you choose to offer your potential customers. It is important, too, to recognise when

good is good enough.

Offering alcohol and treats may not be a sustainable long-term strategy but it is certainly an innovative pairing, offering drinks etc. whilst shopping. It is of the moment, a 21st century way to shop.

There is certainly room for it in this industry as it can relax otherwise nervous brides and perhaps give them a little extra confidence.

The over offering/over delivering approach can be the initial attraction to draw customers through your door. We don’t want it, though, to become the main attraction that you are famous for.

It is wise therefore to not rely solely on this, as when the temperature cools, you’ll need all your professional sales and customer skills in order to succeed.

Giving great customer service, being attentive, listening to them and ensuring their comfort in conjunction with the extras you may choose to offer, can further enhance their shopping experience.

The minute your brides walk through your door, they are thinking about wedding dresses. However, initially, the way you decide to sell your business (and whether your customers choose to buy from you) depends on whether they trust you to deliver now, and how you will look after them for the whole of their shopping journey.

They will be weighing you up when they meet you – regardless of what, if anything, you choose to serve them.

Think about detail

You need to stay ahead. Fads and trends come and go, attention to detail and consistency should be your foundation stones as they are second nature and demonstrate success, trust and longevity.

As always happens, when the majority of boutiques follow your lead by offering similar drinks/snacks, it will reach saturation point, become the norm, and you’ll need to be thinking of new wow factors to help you again stand out from the crowd.

If you choose to serve or are serving alcohol, remember the customer’s judgement and inhibitions may be clouded/lowered.

Brides will probably need a clear, unmuddled head when making such a large financial and emotional purchase.

We don’t want them having to deal with buyer’s remorse, because they bought a wedding gown on impulse, cheered on by their guests. That dreaded Monday morning ‘phone call when they say they’ve changed their minds.

When it comes to sales, there can be the dangers of alcohol-induced choice paralysis, or they may buy more than they intended to. This can affect all brides and is not good for business.

Be very aware of appointment timings. When you make it so comfortable that the customers are in no hurry to leave, the last thing they want to hear is “My next bride is here”. All that rapport you’ve worked hard to build with them will now come crumbling down.

Your next bride probably arrived on time and won’t want to be kept waiting because another appointment has overrun. You’ll need to work extra hard to build that new relationship.

On that note, it is important to retain some professional boundaries. When you become the bride’s best friend, you are making it very easy for them to say no to you – as they would a good friend. Striking the right balance between professional and friendly(ish) is imperative.

Over offering is never a guarantee of a sale. I appreciate money is not going to be your primary motive when offering alcohol/treats etc. First and foremost, I am sure you wish to give your customer the most fabulous appointments, which they’ll never forget. Creating memories to last.

To be honest, I know you offer that anyway, regardless of the addition of delicious treats.

Having said that, we don’t want potential customers to use your boutique for a fun day out when they clearly have no intention of buying anything from you. You know the ones who state “I am not buying today” when they walk through the door! So, preparing well for your appointments is vital.

VIP appointments

I understand there are some bridal retailers who will never charge for appointments and that’s ok too. As I’ve said before, you must do what you believe is best for your business and your customers.

However, dedicated special appointments certainly can and do work. During my research for this feature and speaking to many clients, I learn that brides/groups who are paying for a VIP appointment tend to feel more committed to you and your business, and go on to actually buying something.

Alcohol sales

Beer sales have dropped dramatically over the past five years and wine sales have dropped for the first time in 25 years. Demand for non-alcoholic beers, wines and mocktails though have increased by nearly ten percent.

When serving alcohol, we should remember some people may be trying to cut down on their booze intake. We see this during #dryJanuary and #soberSeptember which are heavily promoted during the year.

You’ll want to check licensing laws and regulations to ensure you are compliant.

It may not be for everyone, but trying it and monitoring how successful it is will show you the way forward for your own business.

In summary, I say if it works for you, keep doing it!

Helena Cotter E: info@helenacotter.co.uk W: .helenacotter.co.uk Insta: hccoaching Twitter: @HCSalesTrainer Linkedin: Helena Cotter