Large retail chains may be in decline on the UK high street, but independent retailers are on the up. With so much competition for small retail businesses, how can you make your online shop or small retail outlet stand out?
There is a definite resurgence of success for small independent shops as larger retailers are increasingly being forced to close. Data from OnBuy based on a March 2018 study shows that independent shops are opening in higher numbers across the whole country, while chain retailers have decreased in every single region aside from Yorkshire and the Humber.
Online marketplaces
The sharp increase in online marketplaces such as Etsy and Notonthehighstreet.com have also meant that UK consumers have more access than ever to truly independent retailers in a way that wasn’t possible pre-internet.
An online presence is vital for a successful high street retailer, and there should be a symbiotic relationship between e-commerce platforms and physical retailers for sustainable success.
If an online-only retailer opens a physical shop on the high street, traffic to their online shop can be boosted by an average of 52% in only the first six weeks. This increase isn’t just for the short term, as research shows that online visits to a retailer’s site from local customers tend to maintain at this level.
In light of this clearly mutually beneficial relationship, we’ve come up with five ways to make sure that your retail business stands out on the high street and online.
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Your homepage and physical shop front should be treated as one
Think of the homepage of your website as a digital shop front. It should clearly show consumers what you are selling, effectively engage them and encourage them to click through to buy from you.
In the same way that people will walk past physical shop windows on the high street if the window doesn’t look appealing, online browsers will scroll past a site that doesn’t engage them.
Concentrate resources on designing our homepage and shop-front to create a brand that stands out and stays in people’s heads. Don’t forget that most shoppers now use mobile devices to shop, which means your website must be fully optimised.
Your brand image must also be consistent across your physical store, your website and any social media channels you use. This will make sure that your brand stays recognisable long-term.
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Be visible and consistently active across social media channels
Independent retailers must utilise social media well. Being active on commonly used platforms is key for businesses to effectively engage with current and potential customers.
Engagement includes creating content, answering questions, replying to messages in a timely way and promoting special offers. Don’t be afraid to shout about your product or service.
Social media channels managed effectively will drive traffic to your website and people to your physical store. You should aim to forge a connection in customers’ minds between your brand and the products you’re selling.
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Create a user-friendly interface online and in-store
The best way to create a customer experience that pleases people and maximises sales, the best way is to simplify the journey. That means creating a UI (user interface) online that takes customers through to the basket easily and making the physical shopping experience as simple as possible too.
It should be an easy one-click process for customers online to go from casual browsing to basket. Making this too complicated can seriously damage conversions. Similarly, your physical shopping space should be easy.
Research shows that customers move around shops in predictable ways. Most turn right and navigate in an anti-clockwise direction. By studying and understanding these customer patterns, you can design the layout of your shop in the most effective way to encourage people to buy more and linger longer. Customers are also put off by aisles that are too narrow, so include as much space as possible.
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Keep rotating products
On physical shelves and in your online shop, it’s important to regularly rotate your goods to make sure people keep coming back. There must be a reason for customers to make repeat visits to your store, and a great way to spread the word about new products is by social media.
As well as keeping products fresh, you should also put resources into the content on your e-commerce platform. It should be updated regularly to keep customers engaged with your brand. This doesn’t necessarily mean promotional content and can include blogs, social media channels, video content and just about anything that brings customers to your site.
Rotating goods also applies to physical stores, of course. If your high street window stays the same for months on end, expect customers to decrease.
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Increase customer loyalty
Consider a loyalty scheme to encourage customers to come back. It also gives you an opportunity to gather information about your customers too. Digital loyalty schemes are the obvious choice and often preferred by customers who don’t necessarily want to collect endless store cards and stamps.
Offering reward schemes through smartphones for example works for your customer and your business as it gives you the chance to capture data and tailor offers directly to them.
Consider an email subscription loyalty scheme for your website and a points-based reward system to encourage further action such as helping to promote your brand or make more purchases. Smaller retailers can be much more personal with their loyalty schemes than bigger chains, and this should be capitalised upon as much as possible.
About Turner Little
Founded in 1998 in Yorkshire, UK, Turner Little is a specialist UK and offshore company formation, banking and corporate services provider. Our services include company formation, UK and offshore banking, asset protection, credit correction/repair, trademarking and trusts. Other services include Internet services, mail forwarding, wills and probate. Turner Little’s vision is to offer the best possible service, together with market leading products.
