Gift Focus inc Attire Accessories - Page number 141 - September/October 2021

141 BUSINESS HOW TO SELL IN A POST-COVID WORLD Drawing on her expertise as Retail Ambassador for the National Association of Jewellers (NAJ), Helen Dimmick shares some customer service top tips from her upcoming talk at the NAJ Summit 2021 – a three-day event due to take place in September 2021 During my career as a Retail Managing Director, Consultant and Ambassador for the National Association of Jewellers, I believed I had seen all the highs and lows of the high street environment and could react accordingly. Of course, the Covid-19 pandemic came along and completely flipped this confidence on its head. Despite my 20 years of experience, I have been struck by how completely the last year has shaped retail, not only from the perspective of the retail store owner and sales professionals, but also the mind-set of the average consumer. While we have all been, quite rightly, bogged down in ensuring our social distancing measures and Covid preparedness efforts are up-to-scratch, this has largely obscured our view of the customer. Simply put, they’ve changed. The last 18-months have restructured the shopper’s mind, which makes them act differently when they are in a store. And running concurrently to this is the changing consumer landscape in general; ecommerce is continuing to excel; issues of sustainability and transparency are becoming more prevalent; and more is expected of brands from a corporate social responsibility perspective. At the time of writing, footfall is returning and there is a sense of positivity among shoppers. How long will this last? It’s difficult to say, but once the initial excitement fades it will be the retail businesses that adapt their selling patterns to meet the ‘new normal’ who will excel. The silver lining is that, although the retail landscape has changed, there are also new opportunities afoot. By adapting your selling patterns to capitalise on these new opportunities, you can future-proof your business, at least for the short term, and see out this festive season with a smile. Here are some of my top tips for post-Covid retailing… Strive for luxury Footfall may be down across the UK, but when delving into the data we can see that average transaction value is up. There is an increase in disposable income across some facets of the population and securing these high value transactions is one of your greatest retail opportunities, especially in the lead up to Christmas. Create a sense of luxury and excitement in your shopping experience, not simply through aesthetics, but through the luxury of your time, focus and attention. After all, it’s company we’ve all been craving over the last 18 months. Focus on longevity Continuing on from my previous point, when showcasing higher-value pieces to your clients, perhaps with precious materials or more expensive fabrics, focus your storytelling on longevity and the long-lasting, intransient nature of buying at a higher quality. Customers have always wanted value for money, but the influence of the pandemic has focused consumers’ minds on things that last. Hold up a mirror I don’t need to tell you as a business owner to embrace digital. What is worth remembering, however, is the important of mirroring your physical and digital presences. Your e-commerce platform should feel as authentic, luxurious and personable as your bricks-and-mortar operation. Take ownership and ensure the standards you expect face-to- face are mirrored online. Tell your story Your values as a business owner, manager or supplier really do matter to your customers. Stand out from the crowd by communicating your principles, history and core identity to your clients. Tell them what you expect from business relationships and what you will offer in return. Similarly, if you are dealing directly with the buying public, take as many opportunities as possible to tell your story – people really do want to listen in our post- lockdown society! Use active listening One of the most important skills I have learned in my career in retail is active listening. It’s a technique whereby you carefully listen