While the economy may be improving and consumers have once more begun to spend, small retailers across the country still find themselves struggling to make ends meet. In part, this is due to the internet shopping craze, which has seen consumers browsing the offerings of e-tailers rather than heading to their local high street.
An intriguing window display gives an air of professionalism
Fortunately, there are several small and relatively inexpensive steps small retailers can take to boost trade and increase the footfall of their business. These can range from technological advances to simply sprucing up the commercial property in a bid to catch the eyes of passing customers.
For example, studies have shown that consumers will be more likely to enter a store which catches their eye but does not overwhelm them with information. A fresh coat of paint on both the exterior and interior of a store, teamed with a minimalist yet intriguing window display, gives an air of professionalism to a business without bombarding passing custom with the appearance of clutter. The aim is to draw consumers in by leaving them wanting more, rather than placing all cards on the table as a first impression.
Another good way of attracting a younger customer base is by incorporating new technology into the day-to-day running of your business. Digital displays showcased on tablet computers are an informative and exciting way of exhibiting the uses of products, while contactless payment methods and online initiatives such as social media presence always sit well with the digital generation.
Perhaps most important in the bid for success is forming a strong, loyal customer base. Businesses which are able to form relationships with customers often see their revenues remaining stable even in economic downturns, so the support of the local community is vital in turning a small business into a success story.
One way of doing this is by offering a rewards scheme for regular customers, such as a loyalty card which gives them money off larger purchases or a small freebie during seasonal periods. However, by far the most effective way of inspiring loyalty is by simply showing an interest and remembering small details of the customer’s life – enquiring after family members or asking how their last purchase worked out for them makes the customer feel valued and creates a bond which they become unwilling to break.
Yet it is not just important to make sure regular customers are happy – equally vital is the wellbeing of staff members. If an employee is happy in their job, this will reflect well on the company and customers will have a favourable impression of the business overall. Small incentives such as allowing for early finishes for those who make the most sales or taking employees out for a drink after closing can make a world of difference in motivation.
Do you think most small retailers would benefit from a course which allows them to improve business skills, or is recovery entirely dependent on the performance of the economy?
