My 5 tips for Retailers

 

Ask anyone who has worked in the retail arena for their top tips and you’ll get different answers every time. The responses are largely influenced by the area of specialty that person has.

For almost 30 years I’ve lived in the realm of the retail world. I love watching all the mechanisms that meld together to make this industry function. I’ve designed shops and retail outlets for all types of clients- hair and beauty, foodies, clothing, jewellery, health and medical, real estate, furniture, produce, garden and lifestyle.

Here are my Top 5 Tips for Retailers.

1.      Know your Market. I always ask new clients who their market is. If I’m designing their store I have to make the look appeal to that market, but also be conscious not to isolate any potential customers on the fringe who may be enticed in. Knowing the market is also important for service. One example that comes to mind is a brand of upmarket clothing that appeals to the pre-teen market who aren’t quite old enough to work and therefore rely on the bank of mum and dad. However the sales people are known for being super rude and dismissive to the parents.

2.      Have Omni channels. We’ve definitely seen the importance of this during covid, but even before then businesses knew the value. Multiple platforms and ways to allow customers to buy are so important. They may be browsing your socials or website at 11pm but wanting to come into your store the next day at 9am so they can touch and feel the product and then purchase. Or they may simply purchase online, as many had to during covid.  Do not limit the methods for them to purchase from you.

3.      Educate your customers. If done well this will generate add on sales. This is done by sales staff and visual merchandising and promotional/ advertising online. It’s the sales person who offers up accessories or a top that goes with the bottom piece the person is trying on. Or it’s the window display that shows the a whole outfit all working beautiful together or the online images showing a range of home décor that compliments the furniture in a room. People often need to be shown or advised about how to make something work or how versatile it can be. Many people are nervous about “getting it right” if left entirely to their own decisions.

4.      Walk the walk, Talk the Talk. I know a gorgeous older woman who owns a suburban clothing boutique. When I see her at the local supermarket she always looks stunning in an outfit from her shop. Her hair and makeup are beautiful. Her social media promotes her stock and shows her customers out and about wearing clothing from her store. She attends fashion events and also promotes these on her socials. She personifies what she sells. If you are building a brand it needs to encapsulate everything you value for your brand. There is nothing more disappointing than the plumber with the leaky taps.

5.      Acknowledge your strengths that set you apart from your competitors. There will always be competition in life regardless of what you do or which industry you’re in. Instead of getting caught up in what your “competition” is doing, think about what you can do to be unique and add that edge of difference. Perhaps you have an interest in a charity that ties into your area of retail- promote it. Offer customer incentives- spend $1000 on clothing and get a free styling session. A well known tile shop is currently promoting the fact that you can get complimentary tea or coffee while you are in the showroom browsing.

 

My tips are not about having a well designed store. That’s important, but is only one cog in the wheel. A great looking store will only get a retailer so far if the other elements are not working. Over the years I’ve designed stores knowing from the start that they won’t work because the other factors are not in place and not considered important. However it’s an absolute delight to watch a retailer who nails it in every aspect and their brand grows with success.