Reopening: Point of View from a Visual Merchandiser

Guest blog from Kat Maclennan

As a Visual Merchandising Consultant I have spent my career collaborating with brands, creating exciting and commercial retail environments. Working directly with store teams and customers has been the most fulfilling part of my job, so, along with everyone else I have been stunned at how quickly normal life as we know it has changed due to COVID-19. 

Coming out of lockdown and the eventual arrival of a vaccine will be a flag for returning to a less restricted life. However, after so much disruption and uncertainty consumer behaviour will have changed forever. Retailers who have planned, prepared, and implemented innovative systems and processes to deliver a new customer experience will succeed in this unchartered world of physical retail.

What points can you consider when planning for this new world:

Retail Trends

Trends that were evolving in the retail sector before the pandemic are still relevant and in some cases been accelerated, they can be great opportunities to leverage

  • More consumers will seek businesses that authentically align with their own personal values, so ensure you tell your specific story to customers
  • A sense of community, kindness and supporting others will continue to post COVID, what can you do to facilitate this?
  • More demand for a sustainable way of living, including buying and sharing second hand products
  • Online engagement will continue to increase, e-commerce will be an important channel to build and develop

Cleanliness and Health and Safety

During lockdown consumers have been strictly programmed to perceive space, physical distance, groups of people and hygiene differently.  Store team welfare and customer safety through the completion of a thorough risk assessment will be of the utmost importance.

  • Shopfronts including windows, doors and signage need to be neat and clean, a poor first impression of cleanliness standards could reduce turn in rates
  • Signage to ask customers with symptoms not to enter the store and to remind customers and staff to keep 2 meters apart
  • Provision of cleaning stations for store teams and customers
  • Consider staggering opening hours to minimise staff travel in the rush hour
  • Ensure store teams understand official advice regarding symptoms and when not to come into work
  • Training of store teams to understand new processes will be critical

Making a Purchase

Shopping will become more flexible and fluid, with lots of payment and delivery options.  Stores have the potential to become an extension of their e-commerce business.

  • Stores should lift the limit on contactless payments and ensure Apple-pay etc is available
  • Consider becoming completely cashless
  • Development of click and collect service
  • Appointment based purchasing could be implemented

Re Thinking Store Layouts

Retail will need to accommodate customer and store team feelings regarding social distancing, hygiene and groups of people.

  • Assess the size of the store to work out the maximum number of staff and customers that can be in the space at any one time
  • Allow sufficient empty space around fixtures, this may mean less fixtures and a lower capacity of product on the shop floor
  • Review bestselling categories/product types to ensure if there is less product displayed it is the right product
  • Rotate articles regularly to keep newness visible to customers
  • Use floor markings inside and outside to facilitate compliance with social distancing advice, particularly where queuing is likely

Marketing

Brands with an established and loyal community, genuine values and good customer service will thrive.

  • Localisation is key, connect and support adjacent business to drive traffic, share stories and help others
  • Be more than a shop, be a community hub, providing information and help
  • Live stream shopping events from the store, showcase product, styling tips and customisation ideas, encourage the sales team to connect directly with customers
  • Collaborate with students, designers, crafts people and volunteers to share stories and ideas
  • Provide reasons for your customer to return, refresh product and stories frequently

These are just a few points to consider, the gradual process of coming out of lockdown will be an evolving story, so always check official government advice.

Every crisis is an opportunity to take stock and build new foundations, adaptability and flexibility are the most important values to have at this time.  I am excited to see how we all rise to this challenge.

If you are looking for advice and help with opening stores once lockdown lifts, or to find out more about how I work with retailers, please contact me directly, I would love to hear from you.

Kat@dottodot.work
www.dottodot.work
@Kat_Maclennan