Trends in Shopping

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.

What about the ‘value equation?’ Or ‘increased competition?’ It’s been often said that the independent retailer cannot compete on price alone. As the bigger retailers continue to get bigger, leave them to fight the price war, and let them suffer the causalities. The small store must find the niches in the market not served, or find ways that are more appealing, more knowledgeable or more time saving than their competitors. Speed, convenience, service and knowledge all play an increasingly important role. Engendering a ‘sense of community,’ where the shopper has a sense of belonging is an excellent weapon against increased competition. Moving away from a transaction orientation on price alone, to establishing ongoing relationships with your customers can only add to the perceived value of using your store.

‘Changing demographics’ will always be a trend in retail sales, what can be done to address this? The ‘Aging of England,’ where, as a nation, England is maturing and living longer, does your product mix reflect this? ‘The growth of the migrant population,’ is another reality, a more modern phenomenon. Are you aware of migrant communities in your area? Has your range of goods catered for their tastes? And what of the generation who has the most money to spend in the whole of history? It’s been called ‘Generation Y,’ those born between 1981 and 1995. They seem immune to traditional marketing messages and gravitate to all things new- to brands that understand them and speak their language. Their medium of choice is the Internet. It drives diversity and the ability to know what’s new in an instant. Business owners able to relate to this group expose themselves to huge potential opportunities.

At Nebula Systems, we don’t claim to have all the answers. However, the stock control solution we’ve developed- the Eskimo, reflects our ten years experience with the industry. The Customer Account section allows you to capture essential customer information and provide superlative standards of customer service and attention.

Product information can be readily brought to screen and shared with the customer at point of sale, helping to match their need with your product mix. This will add to a more personalised experience for your customer.

If you would like more information, or wish to discuss any aspect of stock control, please feel free to contact Nebula Systems on 01202 477111.