Romance doesn't come cheap
Fashion Retailers up and down the country begin to open again this week, dusting off their counters after a long twelve weeks, even those with the ability to sell online suffered due to the simple fact we have had little need for anything but essential clothes since late March. We all know the pressure the so called “Great British High Street” was under pre lockdown, with local shops dwindling in favour of large out of town identikit shopping developments with endless free parking and the same old soul-less outlets. It is a sad fact that many shops will never open again after an entire season of trade was stolen from them by this horrendous virus, many of them independent. So whats next, online for most things, retail parks for everything else? What a depressing thought, don't get me wrong I shop online, its convenient and allows me to browse at any time of the day or night and i can shop brands that don't have stockists near me, but its not a replacement for shops, its a function that leads to a transaction, useful and quick, but thats also one of the reasons return rates are so high online, there is so little thought put into the purchase that by the time it arrives its been forgotten, often not even tried on, just packaged up and sent back, great for the delivery companies, terrible for the business owners margin and even worse for the environment. I believe that in-store shopping should feel like an experience, i don't mean being wowed by a great expanse of polished concrete and minimalist racking, I want to be romanced by the details i cant get online, Stores should smell inviting and have great music, atmosphere is underrated, customer service is key, i don't want to be pounced on this isn't about a hard sell, great customer service is about having the best product knowledge and and building up a rapport to create loyalty, the best shops will offer the customer all the things they cant get online, a personal service, bespoke options, in-store events and the newest social media driven customer magnet, a selfie opportunity like a flower wall or branded mirror. But these experiences come at a price, it has to be built into the price of what you pay, romance doesn't come cheap.
Photo Credit : Dover Street Market
