October 2024 ertonline.co.uk


Tempt your customers into store Offering targeted promotions and discounts to drive sales during the Golden Quarter is a proven strategy, but it’s crucial to know when and when not to discount. Retailers might consider bundling products, offering exclusive deals, and leveraging loyalty programmes to encourage repeat business. These promotions are by far the most common ones implemented; however, there’s been a rise in alternative discount incentives – such as tiered discounts – which are seen more and more with the basic concept being progressive discounts to entice customers to spend more, e.g. 10 per cent off for £50 spent, 20 per cent off for £100 spent and so on. Another seemingly popular promotion is the flash sale. These limited-time discounts create a sense of urgency, which can generate excitement and increase traffic. We saw this recently with Amazon Prime Day where offers can last up to an hour – or until stock runs out. However, as much as these campaigns can boost demand, it is essential to plan ahead and ensure a strong, stable supply chain to avoid disruptions. And building supply chain resilience is key to meeting customer demand, so where possible, consider diversifying suppliers to safeguard product availability. Retailers offering online sales will have already put careful thought into their delivery and returns policies. However, as peak season approaches, it may be time to reassess. Free returns, for example, are highly valued by many shoppers and could give you an edge over your competitors. However, managing the increase in orders can strain customer service teams, so whatever approach you take, it must be clearly communicated to customers and streamlined to ensure a smooth, integrated returns process.


Dazzle with your customer service! Effective customer service is essential, and it’s crucial to equip your staff with the skills needed to deliver outstanding service both in-store and online. Well- trained employees can significantly improve the shopping experience and foster lasting customer relationships. Empower your sales advisors to impress customers with their expertise, advice, and recommendations, making the customer feel like they’ve made the correct decision in coming into the store. Finally, retailers should explore the support their suppliers can offer. Many brands are keen to assist with a range of activities such as product training, promotional efforts, or additional brand ambassador staffing; in-turn it not only boosts sales of their products but also benefits your business in the process. As we know, consumers have no shortage of options for where to spend their money these days, so it’s vital that retailers go the extra mile to stand out! Whether this is through engaging marketing, through store representatives, training, or merchandising, once you’ve captured their attention, loyalty and long-term success will follow, extending well beyond just the holiday season!


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