Shopfloor analysis // Data
How much do you
really know about your clients?
For independent retailers, effectively utilising customer data is key to delivering personalised experiences and building lasting client relationships. When used strategically and responsibly, customer data can enhance client satisfaction, drive repeat business, and set your brand apart in a competitive market…
Words: Matt Baker
So, where do you start? From capturing customer emails through enquiries to keeping note of preferred products and styles, let’s walk through the essentials of collecting, storing, and using customer data responsibly. In the 2024 kbbreview Retailer Survey, 79% of independent KBB retailers said their customer enquiries and footfall were either down or stayed static.
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However, it’s worth noting that in the same survey, independent retailers really proved themselves experts at closing the deal. An impressive eight out of ten retailers (81%) said their conversion rate was between 50% and 100%. This highlights the importance of making every touchpoint with your customer count. As The Tap End’s Justine Bullock says, it’s a great tool for promoting the business. “We request and record as much information from prospective clients as possible. The very first step for us is getting the client to fill in a consultation form, and one of the very first questions we ask is how they heard about us. “This information alone helps inform our marketing and advertising decisions, and it is such a simple thing to track. We have a spreadsheet that
we update from each client’s consultation form. It quickly allows us to pull data and any given time, and it includes everything from location, budget given, and actual spend.” Similarly, Dave Jarvis from Albion Bathrooms Kitchens Electricals details exactly how his business utilises data: “We keep all quotations for
three years after production. Sometimes a customer will come back to us, even after this extended period, to revisit and place their order. “We benefit from knowing exactly what we have sold to customers should they have an issue with a product. It’s also protected us in the
past from customers who claim to have purchased items from us to gain spare parts, but our information tells us they did not.” And how do our expert retailers stay compliant when storing data? Bullock says: “We are aware of GDPR and we make clients aware that the information given on the consultation form is stored and held to assist the business in decision making moving forward. We also request client permission if we ever post about their project online or on social media, and we never disclose names and addresses online, or on social media.” Jarvis warns that retailers must ensure compliance with data handling regulations so as not to fall foul of a data breach. “Make
your customers aware what their data will be used for and how long it will be stored,” he advises. “Use the data wisely and don’t over burden the previous customers with ‘death by email’. The Information Commissioner’s Office (ICO) website is a great source of information, which is all free.”
his is obviously preaching to the already converted, but where independent retailers really thrive is offering a specialist, expert service to their customers. And smaller businesses are built on this reputation. But independents also have a somewhat underused tool at their fingertips – customer data. When collected and used effectively, data can help you understand your customers, personalise their experience, and maybe even drive repeat business.
The General Data Protection Regulation (GDPR) is a European Union law designed to protect consumer privacy and give individuals more control over their personal data. Despite Brexit, the UK still adheres to the regulations and has the independence to keep the framework under review. It applies to any business that collects, stores, or processes data on customers. For retailers, this means following strict guidelines on how customer information is obtained, stored, and used, ensuring transparency and security. Non-compliance can lead to heſty fines, so understanding GDPR is crucial for building customer trust and avoiding legal risks while making the most of your data.
42
kbbreview
March 2025
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