Managing a successful retail environment has never been solely about the stock you offer. Attracting customers into your store and, even more importantly, enticing them to browse is key. As high street businesses struggle to compete with digital sales, potential customers are looking beyond the item on the shelf. If they can source the item online, have it delivered to their door, and often at a lower cost, what reason might they have to visit a shop? While this may seem like a losing battle for the high street, many businesses continue to operate well and even thrive. So, what are they doing differently?
Offering More Than a Purchase
While high street stores, with less space and larger overhead costs, cannot compete with the same amount of stock on offer they have one huge advantage: space. Hosting a retail space within a town or community is to welcome the locals. Despite the ubiquity of online retailers many customers prefer to interact with people and enjoy supporting the presence of businesses they value within their neighbourhood.
So, alongside the items on your shop’s shelves, make sure that your staff are happy and ready to interact with customers. As well as offering advice or recommendations, consider hosting workshops or events within your store. Bookshops have persistently maintained their high street profit, even growing in recent years, and many put it down to their hosting of book clubs and signings, which prompt customers to value the retail space.
Appealing In Design
Abundance is not an option for most stores since many are opening in smaller or shared retail spaces. It is also nonsensical to compete with the availability and variety of online stock. However, a well-designed space is not only attractive, drawing new customers into the store, but it is also enjoyable to be in, leading customers to spend more time browsing.
No matter what type of shop you are managing, your store’s design and furniture has the potential to appeal. Well-crafted and custom-designed furniture is appreciated by customers and describes the greater quality of your business. From complex window displays to greeting card units, consideration within the craftsmanship of your furniture and store will go a long way.
Be a Welcome Presence
For people in your area to value your presence on the high street, they must be familiar. Understanding the needs of customers in your area, as well as their specific preferences is a great step in the direction of success. Many national chains have found it favorable to allow stores to adapt themselves to local demand, instead of trying to establish a nationwide standard.
By staying in touch with your shoppers and showing them you understand their needs; your custom will be valued. This extends to staff too, with customers enjoying familiar and pleasant employees. So, if you have a member of staff that works well for both you and the community, make sure you demonstrate their value to the company so they continue to enjoy being part of your team.
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