The pandemic has done something none of us expected to happen so soon. It has made people more aware of their real-world shopping habits. ‘Essential’ shopping has now become the new norm, at least in-person. It has meant that those that would normally care to leisurely browse in a retail store now have negative connotations linked to their experience. They have had to line up to get things they want. They have had to put on a mask and possibly gloves, which can be annoying. They have had to rush their shopping, or lose it. All of this has set the tone for a shift in our retail shopping experience. How can brands emerge from such a devastating cultural shift?
By Team Savant
Image: Anna Sullivan
Storefront Image
Of course, the very first thing you need to do is to create a storefront that is attractive. But how to truly stand out? It's clear that the normal signs and standard awnings are no longer going to woo the customers. You need to remarket your image and that includes the design of your storefront.
Many customers like eco-friendly stores so why not include creeping fig on your storefront? It can wrap itself around your window, giving you a green look with a piercing central image.
LED flicker lamps are great for the winter. They are eco-friendly and they also give off a timeless traditional look. It will also be something that moves, so it will inevitably attract the eyes of the passing consumer.
Large block lettering really helps to make our business stand out from afar. Once again remember to make the entrance of your business feel but also look convenient.
Reimagine the Journey
The salient point about retail shopping is the ‘journey’ that customers want to go on. And yes, do not ever doubt that there is such an unspoken cultural phenomenon, whereby customers would like you to take them on a journey in your store. They want to be whisked away to another planet, which is linked to their own world and gives them something to explore and discover. But just why is the journey important and how can you change or revamp it?
The journey is important because you want customers to browse as well as get the things they know they wanted to buy, before they set foot in your store. If you don’t provide them with a good journey, they will simply find the things they need and leave after purchasing.
How can you revamp it to modern standards?
Visual appeal. Present large bright and very high-quality photos of products that you are selling, be it in grocery supermarkets or electronics. These types of large format digital printers are made for this type of work. You can drag and drop digital files into the software that comes with the printers, and it will assemble them into the right order or allow you to do so. Then you can print off the photos and hang them around your store.
Colour-coding. You may look the other way in despair at this because so many brands have tried it before. But honestly, it makes things so much easier if you colour code different sections in the store. Give them their own style. If you are selling tablets, give them a navy blue colour with imagery that extols slenderness, convenience and an attitude that this product is great for kids. For laptops, the colour can be red, the marketing imagery can be sleek, but more professional but geared towards the manager or CEO, etc.
Intelligent Sales and Pricing
You are locked in a battle with online retailers. You have to show customers why it's a good idea to drive out and meet you. Why should they when they can just as easily buy what they want online?
Intelligent sales and pricing initiatives must take precedence in your store.
Sales that get people motivated will be for things that would normally not be within their price range. So focus on some luxury items that may be able to be sold at a lower price. Imagine, for example, you are a clothing company. The best pair of jeans you sell are some Levi’s. Is it possible for you to take a little bit of a loss on those? Rather than sell them for $100 could you sell them for $70? Even though you will be hurt by this a little, you will make customers feel as if it has been worth coming back into your store to get a deal they would not find online.
Pricing has to be very prudent. Remember that people’s priorities have shifted, they want to satisfy their ‘essential’ needs first. So items that almost every customer buys regularly, such as milk, cheese and bread in a supermarket, should be kept a little more affordable than your rivals’ pricing.
Analyse Sales Data
One way to get back on your feet is to study how online retailers are doing it. Their sales data is something that is hard to get but they do report quarterly sales figures. You should hire a team to analyse these reports and find out what their sales are saying to you. Maybe they are selling more items that have been made domestically. Supply chains are going to be disrupted due to the pandemic and also because of the coming geopolitical changes regarding China.
Study the consumer reports that various think tanks have published, as they can show you which kinds of products are being sold the most seasonally. For supermarkets, it could be that tropical fruit is being sold in the winter here because we cannot get homegrown fruit. Hiring a consultancy to do this might be a good idea, as it may be a complex task for a novice in-house team.
Retailers need to emerge with a vengeance once this pandemic is over and the dust has settled. These tips should carry you through some brainstorming meetings whereby you can examine how well you can implement these ideas.