what are the big predictions for the future of retail?

Retail stores represent where and how we shop. Now we have options to carry out the same task. Here we explore what is the role of a retail store now and in the near future.

Stores are therefore not merely transactional but where customers experience a brand. That includes many touch points along the customer journey, on and offline with various combinations of engaging activities – through social media, e-commerce, browsing, shopping for the fun of it, going for customer service, collecting, or returning purchases, spending time with family and friends, attending events and more.

Activities other than shopping; discovering or learning something new and feeling a sense of community.

Good store design and visual merchandising were never just about designing a purely transactional environment. As designers and merchandisers, we always delivered stores that physically manifested a brand and presented the client’s products and services most appropriately, always considering all the senses.

Stores were originally designed to display products and facilitate customer services

Seating areas, cafes, gift wrapping, and delivery services are by no means anything new. The introduction of technology was another form of display, replacing static images and offering some digital interaction. Other technologies such as augmented reality are still evolving but can it be better than trying an item on and seeing hot it firs, looks, and feels? Especially when already in a store? There is an opportunity for technology to be more than gimmicky and relevant to the in-store experience.

AI could replace salespeople, but it begs the question; what are the benefits of going to a physical store?

Technology can eventually make shopping at home or anywhere other than a store seamless, easy, and fun. So, if the store wants to be relevant, it must be more of an experience than technology can offer. On a positive note, AI could help salespeople deliver a better, more personalised shopping experience and help with many aspects of retail operations.

Predictive analytics can help business owners order the right amount of stock so that stores won’t end up with too much or too little. AI can also track data from online channels, informing better e-commerce strategies.

Humans, as social animals, may continue to want face-to-face and real-life interaction. That is what the store can offer. It will just be one part of a brand experience and be that place where human interaction builds brand loyalty.

The future of a retail store: what are the main factors?

So, the design and overall presentation of a store will be more about designing for these interactions and experiences on top of the product display and services customers need. Efficiently and effectively utilising space will be a challenge as experiential areas will not always be used. Flexibility and modularity may be needed to quickly change space usage.

Store design and VM could be more wasteful. New stores are being built and renovated. and pop-ups are trying to keep up with trends and stay ahead of the competition, leading to a lot of waste. Sustainability is not just a greenwashing trend but a necessity and will be the norm. And it’s a costly material choice. The more it is widely adopted, the more the prices will come down; however,  sustainability and our responsibility to the environment will be more demanding, meaning brands must align their values on this issue.

On a final note

All this leads to one central point, the customer and how they want to shop and interact with brands. Retail has and will continually adapt to their needs and desires. Some retailers will lead the way, and most will just follow, but in the end, attracting and keeping customers returning will be at the root of store design for the foreseeable future. The role of a retail store will evolve as consumer expectations shift and change.

If you enjoyed this article, find more to read via SavetheHighStreet website. If you want to get in touch, complete the form below or send an email to: partners@savethehighstreet.org.

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All 124 Debenhams stores shut in 2021, while many are revamping into mixed-use spaces, a high percentage still remain empty.

UK high streets have undergone significant transformation over recent years, with many retailers closing their doors or empty buildings in their wake. One of the most notable examples is the Debenhams closure, having gone from a focal point in urban centres to suddenly closing its doors after 200+ years of trading. What’s the future of the high street since Debenhams closure? Here’s something that may surprise you, some of the buildings are revitalising communities.

One approach cropping up is repurposing them into mixed-use developments by turning large retail spaces into a combination of residential, commercial and community. A perfect example; where work is underway in Manchester to revamp the Debenhams into a 10-floor shopping arcade with restaurants, a leisure centre, and offices. Similarly, in Carmarthen, Wales, the former Debenhams store will become a “community hub” with a health wellbeing and cultural service venue.  In Bristol, plans are underway to replace the Debenhams in the Bristol Shopping Quarter and turn it into a mixed-use destination with residential, retail and possibly a new cinema up for discussion.

The flagship store on Oxford Street redevelopment prize scheme, awarded to Landlease, prevailed over the favoured Skanska by a sliver and will see the building completely revamped into a new retail and office complex. Plans will also see a new facade and three upper storeys added to the existing building, with outdoor terraces.

The transformation of these iconic buildings is not only providing new and exciting opportunities for communities, but they’re also helping to revitalise UK high streets. By repurposing these empty buildings, developers are creating new jobs and breathing new life into these areas. Furthermore, by providing a mix of residential, commercial and community spaces, everyone experiences more vibrant and sustainable communities.

In conclusion, the UK high street is changing; retailers like Debenhams have had to close their doors. Repurposing these iconic buildings into mixed-use developments, leisure destinations, and commercial and office spaces is a positive solution for communities and the UK economy.

We see the repurposing of iconic department stores as a contributing factor to revitalising high streets, and we’re excited to see what unfolds for the many repurposed buildings. Here are a few that stand out:

• The Debenhams in Manchester city centre will become a mixed-use retail, office and leisure space. The upper floors of the building will be transformed into an office space, while the ground floor will house a retail arcade. AM alpha, rewarded with the redevelopment scheme, plans to “restore Rylands to its former glory in a very sustainable way to help achieve Greater Manchester’s 2038 carbon neutrality target’, said Stephen Schmidt, senior vice president at AM alpha.

• The Debenhams store on Argyle Street in Glasgow will house new offices and include a rooftop restaurant as part of a wider £50m masterplan to revamp the St Enoch Centre. The new shopping centre will feature 1,700 new homes, a four-star hotel, retail shops and community space. The council stated, “The Debenhams building is a very important part of Glasgow, and has long been at the heart of the city’s thriving retail environment. Sadly, the declining department store market dictates that retention of retail shops on the upper floor levels is not viable.

• The Debenhams closure in Birmingham Bullring will soon become a Marks and Spencer store come autumn. M&S plan to offer a “fresh” market-style food hall stocking the full M&S Food range, spacious Clothing, a Home and Beauty department, brand-new M&S cafes and free car parking to make shopping more convenient for customers. The retailer is opening 20 new stores in 2023, including former Debenhams stores. It has also taken the old Debenhams units in Trafford Centre in Manchester, White Rose in Leeds, Lakeside in Essex and Liverpool One.

• The top floor of the Debenhams in the Hounslow Treaty Centre has become a dynamic hub with market stalls selling handmade products and a restaurant serving meals curated by refugees to encourage businesses and customers back to the shopping areas. Since the Debenhams closure in 2021, Hounslow council have worked with partners to launch a multi-purpose “hub” called The Loft. The aim is to reinvigorate the town centre and support independent business growth with a programme that helps market traders launch offered by SaveTheHighStreet with the JO Accelerator made available to traders joining the market.

At SavetheHighStreet we’re on a mission to revitalise local communities by supporting independent businesses and the places where they launch or grow a business. Our JO platform connects businesses with customers and resources, helping them to thrive in the face of challenges and market conditions affecting high streets. We partner with councils, landlords, asset managers, BIDs and others to generate plans that revitalise towns and shopping centres. Learn more about how SaveTheHighStreet.Org could help transform your shopping or town centre by getting in touch.

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Visiting trade shows open up endless possibilities to boost your retail business in 2023. We’re looking at key reasons why they need to be part of your retail strategy each year. Update: Tickets are available for Autumn Fair, 3rd -6th of Sept 

Top 5 reasons why retail businesses need to attend trade shows

Finding new suppliers. A trade show is the simplest way to discover new, exciting products to offer your customers back in your shop and boost your retail business. Once inside, you’ll see the latest products recommended by industry experts.

One thing that may stand out is a competition running in the background –  with categories such as ‘Best Value Product’, ‘Best Innovative Product’, or even ‘Best Newcomer’ –  helping you seek out new items that will excite your customers and show them you are capable of choosing the products they want most for their homes, or to wear or receive/give as gifts.

Capture the latest trends. The seminar schedule, where all the hot topics are discussed, provides an opportunity to find out what everybody else is struggling with and where retailers are experiencing success. They offer vital tips on the best marketing techniques and product trends, looking at the what’s best to initiate and that help your shop be the success you want it to be for the coming year.

There are so many insights shared at these events, often from very high profile speakers, who you’d pay a fortune to go and listen to or receive a mentoring session. Shows like Top Drawer,  Spring Fair, and the upcoming Autumn Fair in September, do their very best to get the experts in their field in front of you so that you can learn and develop your products and services and be the best retail shop on your high street or in your shopping centre. Autumn Fair, held at the NEC in Birmingham brings together  the most sought-after products, suppliers and creative thinkers under one roof. It’s one of the UK’s leading wholesale marketplaces for home, gift and fashion, showcasing fantastic new products from the best brands in retail better in-person and viewing online.

Team building. Your shop team is one of the most vital resources for your business; having them join you at a trade show can cement how much you value them and help you maximise their abilities. 

Having an opportunity away from “work” will help you bond over your values and share what is important to you as the owner – as an example, ensuring you’re all on the same page regarding customer service and experience. 

Knowing that your team appreciates the value of your reputation and the enthusiasm they show to your customers is vital to successful high street businesses. We’re often so busy with the day-to-day that it can be challenging to share your ideas and dreams for your business with your team. Trade shows present the perfect opportunity for this. They’ll love having a say in your selections – see how much more connected they are with selling those products once they’re back in the shop! Making the most of this resource will help your business fly higher this coming year. 

Learn new skills. Listening to experts who specialise in all areas of running a successful business can help to boost your retail business. Seminars and talks include visual merchandising, good practice and seeing first-hand examples of the best window displays or learning how to display and properly market your products on social media that encourages your audience to buy. These valuable learnings applied to your business can be overlooked by teams attending trade shows.

Organisers may offer training on subjects such as growing your social media presence and how to use it to their advantage as a customer support tool for your business. Stay in touch with customers when not physically in your shop, reminding them your business is there and have an array of best-selling products available. Learn how to help your customers choose the best gifts for work colleagues, teachers and other staff, friends and family and the special someone in their lives. 

Networking opportunities. There are always areas for attendees and speakers alike to connect over a coffee. You’ll be grateful for these spaces when you’ve been trawling around the trade stands and you’re feeling a little foot sore! You’ll have lots of common ground with others at the show and these opportunities to meet other retailers don’t come around that often when you find it hard to leave your own shop.

Even if it’s simply a matter of chatting about how sore your feet are! Sometimes it’s good to see what other attendees have found or what they’ve got out of the show so far. Perhaps you’ll hear about any trade stands they feel you shouldn’t miss, or if there are any seminars that they thought were particularly good. There are often some golden nuggets of information in these conversations so don’t miss out!

If you haven’t been to a trade show before, or it’s been a while, have these top tips encourage you to visit one soon? We welcome your feedback. And by the way, we’re going to visit the upcoming Autumn Fair on 3-6 September at The NEC in Birmingham – you can grab your free ticket here. And, you need to hurry before the 9th of August deadline to register!

If you run out of time to attend the seminars because you’re so busy sourcing new items, did you know that we offer business support, ranging from JO for business growth developed over many years of working with high street businesses to bespoke programmes at SaveTheHighStreet, depending on what you’re trying to achieve. We support all types of business, from independents and market traders to councils and landlords looking to reimagine shopping centres and town centres. We’re here to help boost your retail business.

Check out JO today or ask your local authority about the special joint partnerships we’re most likely working on.

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Last week, we announced that AbayaTopia, Kidwise and DanTheBikeMan would be launching their winning start-up ideas in retail spaces across Hounslow. 

Since then, we’re excited to say that all three pop-ups are now open and welcoming local customers through their brand-new doors. 

But how did our winners find the challenge of turning their big ideas into a reality?

And how did the team behind Save The High Street Hounslow manage to make it all happen?

Let’s find out. 

Dan Barnett of DanTheBikeMan at The Centre Feltham 

Dan runs a mobile mechanic service for local cyclists in Hounslow but entered our competition to test his idea for a fixed workshop on the high street. 

Here’s what he had to say about bringing this idea to life at The Centre Feltham: 

“Goodness gracious me. First it was sheer excitement… then I felt slightly overwhelmed! But once the space was set up, I chilled out and went back to normal again. Having my own space is miles better and demonstrates that this is where my business needs to go. It’s invaluable. I am a doer kind of guy. I am happy and content. Everything I wanted to happen has happened and I’m chuffed!”

Zeenat Choudhury of AbayaTopia at The Treaty Centre 

Zeenat entered our competition to launch her very first physical pop-up at The Treaty Centre for her leading online modest fashion brand, AbayaTopia.  

How did she react when we announced her as one of our winners?

“I was very excited and surprised to find out I had won. Then it became overwhelming with all that I had to do. I was nervous the day before the opening, as so much needed to be ready, like the till system. But once we opened, I felt very happy as a lot of customers came in. There was even a queue outside! Customers have been saying that Hounslow needs a shop like this. Feedback has been really positive and that makes me feel really happy.”

Sumera Kidwai of Kidwise at Hounslow House

Sumera is a qualified science teacher and has long wanted to bring science to the high street in her vision for a kid-friendly science lab where children and their families can learn about science in a fun, interactive and hands-on way. 

As one of our winners, we helped Sumera launch Kidwise at Hounslow House to put this idea to the test for the very first time. 

How has she found the whole experience so far? 

“This concept has been cooking in my head for a long time, and to be given the opportunity to bring this to life was not just a business idea come true but a dream come true, too. The turnaround was a whirlwind but I was given so much support and encouragement. 

On the day of the announcement, my husband, who has been my support system, wrote my speech. He is going on this journey with me and I am so grateful.  Seeing the space set up was a wow moment for me. To see my logo printed and displayed in prestigious Hounslow House was an emotional experience. I look forward to being part of the local children’s science journey.”

And how did we manage to launch three businesses so quickly?

Funded by the Central Government Additional Restrictions Grant, everyone here at SaveTheHighStreet.org and Hounslow Council pulled together and made the impossible possible! From Success Managers to designers, we all worked together to bring our brilliant winners’ ideas to life… all in what felt like, and very well could be, record-breaking time!

Each winner was given 1-to-1 time with The Success Team behind Jo — the unique business support platform by SaveTheHighStreet.org — which gave them the guidance and expertise they needed to launch successfully on the high street.

At the centre of this exciting project, though, was John Abbate, Customer Experience Lead here at SaveTheHighStreet.org. 

John worked closely with our winners on-the-ground in Hounslow, using his years of experience as one of the UK’s leading visual merchandisers to turn three vacant units into impressive, customer-first spaces that exceeded all expectations in less than two weeks. 

Here’s what John had to say about the experience: 

“We didn’t want these pop ups to look like pop ups. We wanted them to look like how our winners visualised them in their dreams. We had just two weeks to come up with a concept that fit the locations, source furniture and displays, and set up each pop-up. All with limited resources, money and time. 

Within just 3 days, a pile of materials and furniture that needed to be assembled was transformed, with a little bit of our help, into the brilliant visions of our three winners. Their doors are now open, they’re learning how to sell face to face to their customers and they now have a home for their business that’ll be the testing ground and launch pad for their futures.” 

And now, it’s over to you… 

Are you a local customer in Hounslow? 

Pop into the The Treaty Centre, Hounslow House or The Centre Feltham and show your support to one (or all!) of our winners in the borough. 

Click on the links below to find out more about each business: 

AbayaTopia at The Treaty Centre

Kidwise at Hounslow House

DanTheBikeMan The Centre Feltham 

The post The Hounslow high street start-up competition: what happened next… first appeared on Savethehighstreet.org.

The twenties are here! New technologies, urgent global issues, and a move back to our local communities will bring both new opportunities as well as threats to high street businesses over the coming years. If we want the high street to flourish in the next decade, we need to make sure independent business owners don’t get left behind.

You can find out how well prepared your business is to achieve its potential in 2020 by taking our High Street Health Check survey.

With good foundations in place, these top 5 trends and predictions for 2020 will be sure to set your business ahead of the rest! 

1. Conscious consumers will spend extra time, effort and money on finding and supporting ethical brands

Climate change is a serious issue, and consumers are becoming more aware of the impact their habits make on the environment. As carbon footprints, working conditions and labour standards are exposed, consumers are going out of their way to make ethical choices and support businesses whose morals match their own.

As consumers demand more transparency, businesses who remain opaque will no longer be able to get away with hiding any horrors in their supply chain or taking part in damaging environmental procedures.

Being open with your community can build lasting trust in your business as well as establishing your brand as a forerunner in the movement towards sustainable shopping.

2. Being seen on many channels online will be vitally important for businesses

Omnichannel retail refers to selling products and services across an array of channels, from branded websites, marketplaces and physical stores to social media and ecommerce sites.

Making the most of all channels means that your brand is exposed to more potential customers who can then, if they like, purchase your products and services with less friction than before. Instead of having to physically travel to your shop, or even to find your website, you can now reach them where they are, creating a well-rounded user journey.

One thing to keep in mind with this approach is that no one channel is more or less important than the others. A physical store or showroom is important for customer interaction in order to build trust, a website improves customer convenience and accessibility, and selling across social channels is quick and taps into shopping via recommendations from friends or trusted influencers.

3. Physical shops will have to get experiential to bring people through the doors

With more and more people shopping online, it will become a necessity for businesses to use their physical stores in an exciting way, offering something experiential and entertaining that simply cannot be offered online.

Creating something experiential, such as an interactive display, or hosting workshops and events, will transform the way customers interact with your business whilst creating a buzz around your brand.

4. Direct shopping via social media will significantly increase sales

As you expand your online presence, it’s worth making the most of social media as a shopping channel and not merely as a marketing tool. Creating shoppable posts makes the process of finding and buying your products much easier, with 41% of ecommerce brands using this feature on Instagram in the last year.

Receiving recommendations from trusted people, such as family and friends, is the number one way to sway a new customer when they’re deciding whether to shop with you. Now, thanks to social media, many people feel close to influencers – such as celebrities, bloggers and others – and trust their judgement, meaning that consumers are likely to shop directly from social channels when products appear in their feeds.

Partnering with influencers, both well-known and local, can help you reach more consumers in a trusted way. Even using paid media techniques to promote your shoppable products directly to the feeds of your target audience will make a big impact on the reach of your brand!

5. SMS will make a comeback as a new marketing method

Although most people have moved from SMS text messaging to social media channels like Whatsapp, Telegram and Snapchat, the role of SMS messaging is undergoing a revolution.

Sharing updates about product releases, news, or special sales via text message is set to be more effective than emails with a potential 98% open rate. Adding links to those messages makes it even easier for your customers to shop directly from mobile, taking them directly to your ecommerce store with applied promotional codes and suggested favourites. This is much better than emails which have an average open rate of 20%!</p>

You can find out more about each of these trends, as well as 15 other key trends for 2020 and lots of other personalised support by joining Jo at JoinJo.com.

Jo was created by SaveTheHighStreet.org to give everyone on the high street the best chance of achieving their potential.

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There are millions of people searching the internet every day, looking for products and services. Online retail continues to grow, year on year, as customers seek out the convenience that eCommerce offers. Convenience like being able to search and make purchases whenever and wherever they want. It’s no surprise that modern consumers are doing more and more of their shopping online. By selling online, you can tap into this market of online shoppers and expand your consumer-base. But there are actually some other benefits of selling online that you might not have expected.

Increase brand awareness

The majority of modern shoppers search for products online, before making up their minds on what (and where) to buy. Having an online presence means potential customers can find your shop and see your products when they search online. Consumers who find your shop in their search results will be more likely to buy from your store. While shoppers who don’t find you online might find your competitors instead.

Sell day and night

One of the great upsides to online retail is that, once your online shop opens, it never has to close. You don’t need to have staff around to handle transactions online, so you aren’t limited by your usual working hours. This means that shoppers can buy from you whenever they want. You can essentially make your shop 24/7, without having to hire on more staff for the graveyard shift. By offering customers the option to shop, whenever they want, you can tap into the growing market of shoppers who prefer to browse products and make purchases, from the comfort of their own beds, outside of usual working hours.

Make cost-efficient sales

The cost of a website is all in the initial expense of setting one up. Once your eCommerce-enabled is live, it can take very little to maintain. This means that, in the long run, your website can be your most cost-effective sales outlet. Without needing to be staffed, and without the usual costs of renting physical space, your site can keep operating costs low, while still offering a slick, convenient customer experience that makes you sales.

If you’d like to know more about selling online, don’t hesitate to get in touch.

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The internet is a hugely important part of modern life. Everyone uses it and everyone is using it more and more as time goes by. The importance of the internet is rising with time. This makes it a hugely important tool for small businesses, especially retailers. Not just ecommerce retailers either; anyone can grow their business online. It’s a great way to reach out to the modern consumer, on your website or social media platforms, and keep them engaged with your brand.

The internet is filled with millions of people who search for things related to you and your products. They’re searching to find someone who’ll connect them with the products they want to buy. Even if you don’t sell those products online, by putting your shop out there you’re letting consumers know you’re there. You’re making yourself discoverable. And discovery is the first step to seeing your footfall rise.

Create Business Profiles on Social Media and Google

This is a pretty simple step toward taking command of your online presence, but it makes a huge difference. Shoppers are searching for you. They’re searching on google for your products, they’re checking google maps for shops like yours, they’re looking for your shop on social media. Shoppers are searching for you, but unless you put your shop on the map, how will they find you?

Having a website is a great way to make yourself discoverable. But even outside of that, if you have social media profiles for your business you can be discovered on google, as well as on the platform you made the profile for. Setting up a google ‘my business’ account can also get you found on google maps, which is a huge step toward getting discovered by customers who haven’t heard of you before, who are looking for the nearest shop that sells the products they’re looking to buy.

Be Active

Just having an online presence is a big step in the right direction. Though if you really want to make the most of it, you need to stay active online. You need to show customers that you’re active on social media to encourage them to engage with you. No one wants to take the time to post to a derelict page that hasn’t been active since it was created. By taking the time to post about your shop on your social profiles, you can increase your reach and engage your existing fans.

And if you don’t do it…

Well, funnily enough, if you don’t do it someone else will actually do it for you. But, believe me, you don’t want that. Why? Because if you don’t take command of your online presence, other people will be able to take control. They’ll control how your shop is perceived online. If you don’t have a facebook profile, and someone posts about how upset they were with your products, not only are you unable to reply, but that unhappy post will also be the only thing anyone can find about you on facebook. People are going to talk about you online and if you want to be part of the conversation, you have to take command of your online presence.

It’s the same for google too. If you don’t create a ‘my business’ profile, someone else might add your shop to google maps. And they might get things wrong. Important things, like your address or shop name. Things that customers need to know if they’re going to visit your shop.

Don’t hesitate to get in touch if you have any questions about how to take command of your online presence.

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Your website is like your store front online. For many of your customers it’ll be their first point of contact. These days more people than ever are researching shops before they choose where to take their commerce. Shoppers are googling shops in their area and if you aren’t in the results, you might as well not exist. Even if you’ve no intention of selling online you need a website. Because shops’ websites aren’t just about selling. Below are a few of the reasons why websites are an important part of every business, even ones without ecommerce.

Be Discoverable

Having a website can (in the case of google maps, quite literally) put your shop on the map. If you can’t be found online you’ll miss out on countless customers. Customers who are searching for your products online and finding your competitors, but not you. In this digital age, everyone’s looking online. Even if you sell products that wouldn’t fit the online world well, such as perishable foods or bespoke clothing, customers will search for your website before visiting you in person. They’ll want to see pictures of your products and read about your shop’s story, before they decide to pay you a visit in the real world. You need to make sure these customers can find you, or they might not visit you at all.

(Almost) Free Exposure

Creating a website doesn’t cost very much nowadays. Especially if you’re willing to learn some basic website development. With tools such as WordPress and Wix, you can build a professional looking website yourself, a choice many new businesses are choosing to make. It’s easier than ever to make a website and once its online, it’s there for everyone to see. Anyone searching for the products you sell, or looking for shops like yours, in their area, will be able to find your site. And when they find your site they’ll find whatever you’ve chosen to display there. You can have pictures of your products, testimonials from happy customers, a video tour of your shop, the list goes on. You can really advertise whatever you want, to frame your shop in the customer’s mind, so they’re ready to buy when they visit.

Increase footfall and sales

Every shopkeeper knows that more visitors means more potential sales. Well once you’re discoverable on google, you can increase your reach to countless potential customers. Most of whom might not have found your store in person. You can make sure that they find the best of your company online. Rather than googling your shop and finding nothing at all, or worse, finding a couple disgruntled reviews on yelp, you can make sure these customers are seeing your shop the way you want to be seen. This is a great way to grow sales and expand your base of loyal customers.

If you’re considering setting up a website, don’t forget to check out our special offer from the UK Domain, powered by Nominet, who are trying to help local independents get set up on the web.

If you have any thoughts or questions on the benefits of having a website, please get in touch with our team.

The post The Benefits of Having a Website, Even if You Don’t Sell Online first appeared on Savethehighstreet.org.

So what’s the big deal with newsletters? It seems these days that everyone has one. You can hardly do anything online without being asked to sign up for a newsletter. So why does everyone have a newsletter and what are they using them for?

Well newsletters are an awfully useful way to keep in contact with your customers. They let you keep your shop and your products present in your customers thoughts and they let you keep those customers informed of when you get new and exciting products in. Newsletters are really just a great way to keep your customers interested.

So this is why retailers are jumping on board the newsletter train. This is what everyone is collecting email addresses for. But now that you know the why, what about the how? How can an independent shop use newsletters to keep customers engaged? Well since you asked.

Step 1 – Build Your Emailing List

This is the first step that everyone who’s looking to get started with newsletters needs to take. Without an email list, who will you send newsletters to? This involves getting your customers to sign up for your newsletters, usually through a form on your website. This is actually one of the tougher obstacles to your newsletter, as you’ve got to convince your customers of the benefits of signing up for your newsletter. It may be that your customers will be happy to sign up just to hear more from you, but you may find other customers to be a little more precious with their email address. These customers require some incentives to push them to sign up.

Step 2 – Give Them What You Promised and Get Them Hooked

These might seem like two steps, rather than step two, but these are two things you have to do at once. In your first newsletter you should give your subscribers whatever it is that they signed up for. If you promised exciting newsletters about your new products, give them an exciting newsletter about your new products. If you said they’d receive helpful how-to articles in your newsletters, then make sure they receive exactly that. Your first goal should be to deliver whatever it is that they signed up for and hook them at the same time. Establishing your newsletter, early on, as an exciting, interesting, informative read, is a great way to guarantee people will open in future. If you’re going to get the most out of your newsletters, you need to engage early.

Step 3 – Time Your Emails

So at this point your reader are already invested. They’re ready to hear from you again. They want more of your content. So when do you send it to them?

This is a question that’s stumped many an email marketer. How often is too often? What if you don’t email often enough? The answers to these questions elude so many marketing professionals because they depend heavily on your business, your content and your audience.

So if you’re sending out newsletters to keep customers up-to-date on your new and exciting products, you need new and exciting products to keep them up-to-date on! This means you might not have a consistent newsletter schedule. Most businesses send on a weekly or fortnightly basis, but if your content revolves around showing off new products then you should only send when you have new products to show off. Similarly, if your audience is mostly made up of enthusiasts, then they’re probably up for reading about their hobby on a regular. Whereas an audience made up of one-off customers or casual shoppers may be more likely to grow bored with frequent newsletters that can come across as somewhat spam-like.

And, of course, bear in mind that every subscriber is an individual, with individual preferences and circumstances. Some may like to receive tons of updates that they like to read before bed. Where others might like to be reminded of you every now and then, but consider frequent emails to be a bit clingy for their tastes.

This is the hardest step to give advice on, because every independent shop is different and no two subscribers are the same. But as long as you consider your business, content and audience you can make a schedule for newsletter content that suits everyone.

Step 4 – Learn and Adjust

See what works and do more of it. This is the principle behind a lot of human learning. You need to assess the situation and adjust to it. If you see that some emails you send are getting great open rates, think about why. If there are some products that you feature, that always get a bump in sales after featuring in an email, consider featuring more of that sort of product. As a rule, if your subscribers enjoy something, you should give them more of it.

Of course, if you really want to get into it, there’s a lot more to email newsletters, such as segmentation, automation and multi-channel engagement, but that’s all for another day. For now, just worry about getting walking these four steps and we’ll learn to run another day.

Make sure to check out our special offer from ODICCI, a CRM and email marketing platform that can help you keep customers engaged and interested.

If you have any questions about email newsletters, please feel free to get in touch.

The post How to Use Newsletters to Keep Customers Engaged first appeared on Savethehighstreet.org.

These days most companies, regardless of sector, are hosting events. Whether these events are conferences, seminars, networking mornings or just plain old fashioned drunken parties, everyone’s hosting these days. Yes, even retailers. And really, it should come as no surprise. Of all the industries that could be hosting events, retail is the one that has the potential to do the best job of it. Shops are already very interesting places, especially unique, passionate independent shops. You already have a space filled with the wonderfully interesting products that tempt and entice your customers. Do you sell wine? Have a tasting evening. How about clothes? Host a party to show off the latest products you’ve just ordered in.

But you might ask why. Why should you host an event in your shop? Well we’ve come up with three big reasons why in-store events can be a major win for retailers.

Media Attention and the Press

Any properly planned and hosted event has the ability to attract significant media attention to your store. Invite some local press, who’ll be very happy to attend a local event, especially in an interesting independent local shop. You can also consider inviting some critics. If you’re in the hospitality sector or produce unusual food and beverages, then you could attract some interest from critics, columnists or even specialist bloggers. Though this isn’t just for the foodies out there, there are specialist press for all sectors, from fashion, to cars and motorbikes, from toys to beauty products. And these specialist press can be very influential in their sector.

Increase Foot Traffic and Sales

Events are a great way to grow your customer base by attracting the kind of prospective customers that wouldn’t usually have come to your store, but may be interested in your products. If you can attract their interest with an event in your store, you may find that they keep coming back, for the products they fell in love with at the event. This is one of the great opportunities that comes with hosting an event. You can put some of your products in the spotlight and really bring attention to the things you’re most looking to sell and the products that will most attract customers back. And on top of this, an event is a great time to show your products off. Everyone is a little more attractive with a little bubbly dancing down your veins.

Create Valuable Connections

Local events also help to create valuable connections.  As above, you can connect with prospective customers, who didn’t know they were interested in your products until they were invited along to an event in your store. But you’ll also attract possible business partners. Whether they’re suppliers or advertisers, or potential investors, everyone’s up for a party! So why wait to run into these people somewhere? Bring them to you by hosting an open event at your shop.

So hosting an event in your store can be a great way to grow your customer base by attracting customers in, as well as attracting press to your shop, who will have an interesting event in a local independent to write about when they leave. It’s a good means of building your personal connections and growing your professional community. And it’s just generally a lot of fun at the end of the day.

If you have any questions about how to host an event in your shop, please feel free to get in touch!

The post Host events to bring shoppers into your store first appeared on Savethehighstreet.org.