Gift Focus inc Attire Accessories - Page number 118 - May/June 2021

118 Louise Prance discusses why, if you haven’t already, now is the time to expand your retail business with an online arm I f there’s one winner from the pandemic, it’s online retail. While bricks & mortar spaces had the rug pulled from under their feet with lockdowns meaning enforced store closures, those that had an online presence scooped up those consumers still looking to spend. The desire for community spirit will almost certainly give the high street an initial boost. However, while retailers will understandably be anticipating their long-awaited reopenings, now is not the time to ease up on e-commerce plans, because the online boom is going nowhere. Online fashion retailer The Bias Cut has reported a whopping year on year sales increase of 400 percent over the last few months, and despite lockdown measures slowly but surely lifting, consumer habits formed over the past year, such as online shopping, will have been embedded. Shoppers that previously would have eschewed e-tail for in-person, such as elderly consumers, have now shifted, and they may not be back. Indeed, as e-tailers continue to profit from the online surge, brands too are choosing their stockists carefully. Retailers and boutiques that either have an established virtual store front in addition to bricks & mortar, or pivoted quickly to create one last year, will be the preferred option for brands looking to get in front of a larger, more diverse target audience. Boing is one such company that pivoted during the pandemic. Kerry Harvey, company founder told us, “As a brand supplier we have also adapted this past year by increasing our drive to retail selling direct to the customer online. We have to keep the brand out there. The most important thing was to also implement a new ‘Drop Ship’ service for our stockists – this was to support their websites and Facebook pages. With us expanding our brand awareness via social media and stockists selling Boing online, we have managed to grow stronger and can see this as a strong way of continuing to support and work with the stockists who want to grow as we do.” Another mark on the score card of online retailing, despite the prominence of e-tailers such as Amazon, consumers are increasingly searching for online options that deliver on convenience and ethics. Speaking to the Guardian, Sam Attard of Ethical Revolution, said, “Most people would like to do the right thing, weighing up both the financial and time constraints. In normal life, convenience is key. Maybe the pandemic has made more time.” Luckily, consumers that historically shop the independent high street are the ideal audience for your developing e-tail business. With many of these shoppers no doubt set to continue the online purchasing patterns adopted during lockdown, they also have the time, inclination, and often the financial prowess to head to an independent website as opposed to dominating forces such as the aforementioned e-giants. Practically speaking, the initial set-up may be costly, and the thought of getting to grips with the technological aspect daunting, however, they are hurdles that can no longer be ignored. Yes, the UK is at present looking at gaining a greater amount of freedom in the coming months. However, such is the unpredictability of the virus, the situation is murky at best. If you haven’t before, now’s the time to cover your backs and cast your net wider to see off any future problems should further lockdown measures be implemented in the future. Reinvigorating your business and adapting to the new normal will undoubtedly put you in a more secure position to stand the test of time. ONLINE AND UPWARDS