In a post-COVID world, consumes are eager to get out and shop ‘til they drop! A quick dash to the shops for an impromptu spend, or perusing the racks for the perfect outfit for your next soiree, was temporarily put on hold thanks to the indefinite rolling in and out of lockdown. Now, retail stores are opening again, and shopping is no longer a chore but has become a social engagement. People are spending their accumulated lockdown savings and doing it boundlessly! As travel is off the cards, consumers are throwing around their money and spoiling themselves. This is great news for brick-and-mortar businesses, as it means more people are ‘revenge shopping’ taking the retail sector from doom to boom!
Revenge shopping is when people go splurge shopping after a frugal spending period. Many Australians drastically cut back on their spending habits in the beginning of the pandemic. People couldn’t holiday outside their state, and being unable to leave the house meant there was less money spent on takeaway food and other unnecessary items.
As our country slowly emerges out of lockdown and we return to some sort of normalcy, consumers are choosing to do some splurge shopping to make up for the lack of instore retail therapy they have experienced during lockdown. Not only are they making up for lost time, many consumers are splashing out on luxury items that may not usually fall into their affordable price bracket!
To avoid chaos, like the mad rush of midnight shoppers that flocked to Kmart stores in Sydney on ‘Freedom Day’ that left them in ruins, there are a few things retailers can do to prepare their stores for revenge shoppers.
Stock Up on Inventory
You don’t want to be swarmed by shoppers as soon as you open your doors and have everything sell out instantly. Ensure you have optimal stock both on the shop floor ready to be shelved, and in your stores back of house so you can retrieve things easily. Have employees regularly restock shelves and always make sure there are no unfilled spots throughout the store. This way, your customers have every opportunity to find the product they want!
Ensure Customer Service is Priority
In this new normal, customer service takes on a whole new meaning. People are a lot more open to communication and human interaction, so employees can level up on their customer service and engage better with those who walk through the door. Have team members generate a happy and upbeat atmosphere in store with their appearance, body language and socialisation.
If queues are forming outside the door, have a team member wander out and thank them for their time and support, make them aware of deals in store and reassure them it will be worth the wait! People inherently don’t like waiting in line, breaking up the monotony with music or chat can prevent tempers fraying.
Effective Signage
It’s amazing the impact effective signage can have on your customers. In a recent survey conducted by Custom Neon results found that 71.8% of participants would visit a store they didn’t know, if they were attracted to the signage. Furthermore, a poll found that majority of participants preferred bright and eye-catching signs, as opposed to simple and overly informative signs. So, one way your store can take advantage of revenge shopping is by revitalising your signage!
There are many factors to consider when creating your perfect business sign. For example, certain colours can influence different attitudes. The colour yellow suggests feelings of happiness and spontaneity, and red makes you feel passionate and energised. Utilising colours that promote positive behaviour in your signage will evoke good feelings within your customers, and they will associate your brand with those feelings, prompting them to enter your store. You also want to make sure your signage aligns well with your brand in colour, font and imagery!
Ensure Social Distancing
Some rules may still be in place, like the need for social distancing and the maximum capacity your property is allowed to ensure safety. Have your store setup in a way to provide customer with free and easy moving room throughout the store. You may need to rearrange furniture for this. You should also have someone constantly monitoring the number of people who walk into the store, and have others wait outside in a line if you are at full capacity.
In-Store Incentives
Prompt customers to visit your store with exclusive in-store deals and incentives. Use social media to reach out to your target audience and use creative visuals to lure them in, like advertisements of new ‘must have’ products and discounts deals only available in store. Customers will happily travel to your store if they know they can get instant gratification at a discounted price! It’s also a great way to generate buzz and excitement about your store opening back up.
With states around Australia rolling in and out of indefinite lockdowns, there is no denying the vengeance of revenge shoppers! They’re excited to get back out into the world and go revenge shopping, and now is the perfect time for retailers to prepare. Stocking up your inventory, levelling up on your customer service skills, updating store signage, practicing safe social distancing and sharing enticing in-store incentives are just some of the ways your business can get ready.
This article was first published on Retail Learning Channel.