LEISURE & RETAIL
approach can create a much more visually appealing shopping environment akin to an art gallery.
One retailer adapting well is TK Maxx. While the nature of the store still calls for rails of clothing, the home, gifting and beauty departments now feature items suitably spaced out on each shelf – with customers able to fully view merchandise in situ – without the need to rifle through what could once be three-deep product displays.
Hospitality shouldn’t be inhospitable For many, a day on the high street will also involve a break for a bite to eat or quick drink. And while caterers quickly adapted to offer takeaway or delivery options, seated areas are slowly beginning to reopen too.
While the number of ‘covers’ has been drastically reduced, our work with international burger chain, Five Guys, has highlighted innovative ways to make the most of the space available – while keeping servers safe at the same time.
If feasible, a covered outdoor seating area may provide additional opportunities to serve customers – so considering any areas ‘out the back’ which can be adapted, or discussing options with the local council, landlord or neighbouring tenants about working together to provide a ‘communal shopfront’ could be a good place to start.
Brand personality is key There has been adequate time to prepare for the reopening of stores, therefore, this period of change doesn’t mean business owners should settle for offering a sub-standard customer experience – in fact, it’s quite the opposite.
While most shoppers will accept marginal disruption to their weekly grocery run, when it comes to ‘non-essential’
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purchases, consumers are understandably cautious with their capital and want to feel as though they are getting adequate return on investment.
Something as simple as branded sanitiser stations and complimentary PPE on entry – such as a facemask and/ or gloves – can help to instil much-needed confidence in visitors and will reiterate your commitment to customers’ and colleagues’ experience – and health.
Don’t forget the bathrooms It’s important not to overlook communal hygiene facilities either. Regular hand washing is one of the key components in reducing transmission of the virus.
Therefore, rather than simply closing public bathrooms for the foreseeable future, the installation of automatic flushes, taps and hand dryers, as well as sanitiser dispensers beside the entry and exit, can be key in reducing the number of surfaces at risk.
Underpinning a desire to ‘get back to normal’ lies a sense of trepidation – and a question mark over how safe ‘normal’ now is. No matter what area of the high street you operate in, now is the time to show empathy, adaptability and a willingness to work together in order to make customers and colleagues feel safe.
Understanding such reservations, and taking the necessary steps to provide a hassle-free experience will not only encourage a return visit, but likely set the stage for wider endorsement to friends and family – something which money can’t buy.
www.agilitesolutions.com/ TOMORROW’S FM | 47
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