Local retail sales were up 14 percent in December, as restrictions were eased before Christmas.
“Looking ahead to 2021, local retailers need to continue to adapt to this post-Covid world in order to survive,” retail expert, Melissa Moore, recently stated.
The latest Central Statistics Office (CSO ) figures show there were large jumps in clothing, footwear (+160.9 percent ) and home furnishings (+63.5 percent ). There were falls however, in electrical goods (-17.1 percent ) with medical, pharmaceuticals and cosmetics (-1.8 percent ).
Melissa, also known as ‘The Retail Advisor’, said “shop local campaigns were a saving grace last year and can be built on successfully in 2021.
“The Christmas season proved that customers do want to shop local when then can. Our independent retailers are resilient. So they can adapt and survive if they take a strategic approach.”
•Here are Melissa’s 4 top tips
Understanding shoppers’ needs
Melissa’s first tip is to really understand who your customer is in this ‘new normal’.
“It is important to acknowledge how Covid may have changed who your customers are, how they shop and what they are buying. Putting yourself in their shoes, their new routines and circumstances, will help you focus on how you can best serve them.”
For instance, if your ideal customer is working from home and juggling home-schooling, they want cosy, easy to wear clothing and footwear, not the latest pair of fashionable heels.
Melissa says to always keep this customer in mind as you make decisions about your business in terms of product range, services, marketing and team training.
The home-schooling, working from home customer doesn’t have time to spend all day scrolling. Timing your social media posts for maximum impact and visibility is important.
“Show them what they need to make their life easier or brighten up their day. Candles for home offices or home spas, board games for entertainment, runners for their walk during the day. Now is not the time for advertising sun cream or suitcases!”
Communicating with your customer
“Be aware of how you communicate”. From email marketing to instore greetings, The Retail Advisor says retailers must remember to engage with their customers.
“Communication creates an impression good or bad. The words you use and the tone of your voice or the language you use online is so important.”
“With the introduction of masks in-store, this is very challenging. So, think about smiling with your eyes as well as having open, welcoming body language. And share this advice with your staff.”
Customer experience
“Retailers have the ability to disappoint or delight customers. If you deliver an exceptional customer experience both in-store and online, customers will keep coming back.”
Experience has been the buzz word for the last few years. She acknowledged that engaging ideas can help.
“Live social media shop tours or virtual one-to-one appointments during lockdown helped local retailers survive. These ‘experiences’ need to continue in 2021.”
Your Online Presence
Retailers also need to be aware that their presence needs to look and feel the same instore, online, or on social media.
“Customers don’t want to see empty shelves when they walk into your shop. So remember this when it comes to your website too. They don’t want to see rows of sold-out articles there either.”
Melissa suggests looking at your website analytics on a daily basis and replacing out of stocks with alternative items or your best sellers. She explains that ideally you should plan ahead, to ensure this situation does not happen at, just as you would with your physical store.
Melissa Moore has over 20 years retail experience with Irish and international brands.
“These include Brown Thomas, IKEA and Kilkenny Design - so my clients benefit from this knowledge and experience”.
Melissa works with retailers to create excellence in customer experience and to grow their sales. Most of her clients are established independent retailers and emerging Irish creators, including Mayo business Hawthorn Handmade Skincare.
Melissa provides training and support to clients from a wide range of customer-facing companies including high street retailers and hospitality businesses such as Ashford Castle.
Find out more about her here www.theretailadvisor.ie or contact her on (087 ) 7410 653 or [email protected].
