It’s a strong headline, but in the current economic climate, you should hopefully understand where we are coming from.
Put simply, retail stores are up against it at the moment. They’ve been up against the internet for years, but with the economy hardly in a strong position, it means that things have taken a real turn for the worse over the last couple of years.
However, there are some mistakes which can make the plight of a retail outlet so much worse. As you may have guessed through the title, today’s post will take a look at some of this faux pas’ to give you as much chance of possible of becoming the exception, rather than the norm, when it comes to the high-street.
You don’t offer your customers an in-store experience
If one were to scrutinize some of the big names who have closed their doors over recent times, there tends to be a common theme. Most haven’t adapted with the times and ultimately started to reward customers with the in-store experiences that are now expected.
For example, let’s hone in on Toys ‘R’ Us. For years they were the go-to place for kid’s toys, yet as times went by they became complacent. They became essentially a stockroom of toys, whereas competitors were offering other reasons for parents and children to visit.
Sure, some industries are tougher than others to create these in-store experiences, but at least try and give your customers as many reasons as possible to venture into your shop.
You don’t make a song and dance about your promotions
Like it or not, we are in a price-conscious era. It means that you simply must shout out about any sale or promotion you have running, as if you don’t a competitor will beat you to it.
How can you do this? Some will rely just on their standard marketing strategy, while others might turn to a more innovative in-store solution. For example, Cenareo provides digital signage for retail purposes, and this can be fine-tuned to showcase all of your latest sales to entice customers even more.
(Or you become too reliant on them)
At the same time, don’t become that store which is always on sale. When you do this, your brand starts to turn on its head. You become known as the brand that customers will only turn to when you are on sale, as it’s pretty much all of the time anyway.
In tough trading periods, it can be difficult, but the strength of your brand is important, and you shouldn’t compromise this.
Your store doesn’t make any positive first impression
We all know about the power of first impressions – and this happens with stores as well. If your display window isn’t enticing, you are not even going to benefit from the typical passers-by that make the high-street so attractive for some businesses.
This is your free ticket for new customers, so make sure you invest accordingly. Change things up regularly and you’ll notice a considerable difference on the people who just “pop in” and ultimately, make a purchase.