The phrase ‘Retail Trends’ is often used by commercial analysts, and most of the time it sounds something ethereal, other-worldly, where business owners have no hope of understanding them.

Another way of looking at these ‘trends,’ is to view them as steps which can be taken to get closer to the customer. The independent business owner, the smaller retailer, is best placed to take such steps.

‘Personalisation’ simply means making the shopping experience more personal to the shopper. Knowledge of customers’ birthdays, favourite colours, time of day they like to shop and other information is not just pleasantry any more. It can be an essential driver of sales. Small independents can use their inherent advantages of flexibility and customer intimacy to create a more personalized experience for their customers.