Some stores have closed, others have adapted to an online world, while others stay open yet offer even WORSE service than they did before COVID hit?

Retail Businesses across the world have been crippled by the Coronavirus (COVID-19) restrictions.

Some stores have closed, others have adapted to an online world, while others stay open yet offer even WORSE service than they did before COVID hit?

Like many retail shoppers who prefer a physical store experience, I’ve done my best to get back into shops to see, touch and feel consumer products and absorb that ‘retail experience’.

I know that I am not the only person who has really struggled to endure the ‘unwanted’ experience you feel when you actually visit a ‘bricks and mortar’ retail store.

From cafes to computer stores through to car dealerships, I have had to experience atrocious service from sales staff who clearly DO NOT want to be there OR they don’t stock on hand to sell you; hence, they DON’T CARE.

As an avid retail supporter and a professional offering business advice on retail operations, sales and marketing, I’ve almost come to the end of my tether with the lack of enthusiasm and ‘no care, no responsibility’ attitude.

Retail isn’t dead. Bad Brands are!

Look, I am not going to smash down every retail business out there. Many stores doing a really great job offering over and above service to encourage people to come back out of their COVID-19 hideaways.

But let’s be honest, eCommerce is growing at a rapid pace, fuelled by the contactless purchasing brought on from the Coronavirus lockdowns.

If you have a retail store, you better step things up, or you are GONE!

  • Make your customer feel welcomed and cherished.
  • Provide over and above service (get off your chair and go and talk to people).
  • Get rid of the COVID-19 ‘order online’ tools (where allowed) and get back to serving people.
  • Re-train your sales staff on how to engage customers (and sell to them).
  • Invest in ways to re-build your floor staff enthusiasm and motivation.
  • Create upsell and cross-sell opportunities as we did before.
  • Provide an omnichannel offer (online and offline).

Times have changed, and I do not think that retail will ever be quite the same.

This statement adds even more weight to why retail brands need to adapt to the new ways that their customers are researching and purchasing products – adapt or die!

In reality, there is a HUGE opportunity for those retail brands who decide to move their retail experience from an item/price concept to a brand experience and customer journey.

The message here is simple.

STOP being so bloody lazy.

Move on, or we WILL….

Robert Durrant
High-Performance Mentor & Coach