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Warm weather attracts shoppers to the high street
Warm weather attracts shoppers to the high street
and with the warm weather expected to continue throughout August retailers could cash in
20 July 2010
Shoppers are flocking to the high street due to the warm weather according to the findings of a UK shopper poll by Retail Eyes, the UK's leading customer experience improvement agency. 64% of consumers are making the most of the sunshine to hit the shops while only 36% are being put off by July’s hot climate.
And, with good weather predicted to continue into August, this is a great opportunity for retailers to increase sales and build brand loyalty both among male and female shoppers.
The findings, which researched 3,908 UK shoppers, found that of the 2,629 females that replied, 64% loved to shop in the sunshine as did 68% of the 1279 male respondents.
Simon Boydell, Marketing Manager for Retail Eyes comments: “This weather is fantastic for pulling in shoppers but competition is fierce on the high street and consumer confidence is down. So retailers need to do everything possible to make the most of this opportunity to boost sales now and in the future. Improving your customer experience through great service is the easiest and most effective way of attracting and retaining customers and driving up sales. It will help make the whole shopping experience at your store more memorable, attracting people back and helping you get a competitive advantage ahead of the Christmas rush
“Your staff are key to delivering this experience. Customers still enjoy and want interaction with staff and they will be one of the biggest representations of your brand. Ensure they’re well trained on expected standard of service and clear on the difference good service can make so they make every interaction count. Customers must be made to feel welcome and valued from the minute they walk in the shop so they leave with a great impression to tell friends and family.
“Customer experience in the retail industry is as unpredictable as our UK weather and retailers need to be adopting these tactics all year round.”
Top tips to implementing good customer service through the Summer and beyond:
Tip 1: Be courteous. Customers like interaction and a simple warm welcome and a friendly farewell will go a long way. This is especially important when it’s busy to ensure customers feel valued at all times. It doesn’t cost you anything but poor manners can cost you your business – previous Retail Eyes research on 6,500 shoppers found that over half will leave a shop before making an intended purchase if they get poor service.
Tip 2: Say hello and be available. Just a friendly hello to welcome a customer into the store is a great way to create an instant positive first impression. Ask if they need any help but, if not, don’t be pushy. Just be aware of them in the store so when they need assistance you’re readily available. Be attentive to their personal needs and offer advice and recommendations.
Tip 3: Empathy: Especially when it’s hot and there are long queues, customers can often get frustrated and take this out on the staff. Stay calm, don’t raise your voice and treat the customer with empathy and understanding. They will appreciate this response so you can turn the situation to your advantage. Generally, Britons are happy to queue for something they value, and by communicating with them you can make their experience a more positive one.
Tip 4: Remember temporary staff. Temporary staff need to be trained on the business and expected service delivery and treated like any other employee. If not, they will fail to interact with customers in the same way and project the right image of your store.
Tip 5: Customer feedback is key. In a survey by Retail Eyes, only 6% rated high street retailers and hotels as delivering good customer service. To maintain or improve service, it’s vital to get customer feedback. Only then can you be confident that you’re meeting customer expectations and operating your business to the best standards.
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