EXPERIENTIAL RETAIL Shopfloor So, once you’ve actually got the customer in


store you must provide them with an experience they cannot get online. They need to be excited about what they see – they need to be entertained. Great displays, quality staff, in store events and in-store-only offers are some of the things you should be promoting. It’s the only place that consumers can get the personal touch, build up a rapport with a real human being, be given a product demonstration, attend an event and, most importantly, understand how a product will benefit their lives.


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Considered purchases Whilst many millennials are very tech savvy, there are whole sections of society that are not. Having someone explain and demonstrate a product is still very important and, thankfully, a lot of consumers still like talking to a real person. In recent years many Retra members have


diversified and now offer home networking, kitchen design and installation, and even in some cases bathrooms. All of these are considered purchases, involving a high degree of interaction between the customer and the designer or sales person. In the case of big investments in home improvement, many will want to look at what their options are and take advice from a specialist. The big gain for consumers visiting a store is the personal touch.


The electrical industry is not unique in that it


has undergone massive changes in recent years. I have been in the industry a long time and experienced the “boom” years with market explosions, from colour TV, video and DVD, to computers and laptops. While traditional brown goods experienced


these spikes in interest, the white goods and SDA market has continued to grow and given many retailers a very solid foundation to their businesses. Innovation in all sectors never stops and the in-store experience should be where the vision becomes the reality - the store should be the go-to place to see, experience and buy the latest technology.


A sense of community Our members are very creative and the good ones have adapted well to the ever-changing face of retail. Many of the stores are at the heart of the community and have served two or even three generations of families. I cannot stress too highly the need to be active in the community. Holding coffee mornings – whilst showcasing the latest coffee machines – cooking demos with local guest presenters – using the latest appliances – holding a cinema evening to showcase the latest 8K televisions. Being at the heart of the community and


supporting local charities is something that many members are now doing. The consumer has never before had so much choice (apart from in a worldwide pandemic) and you need


to demonstrate clearly why a consumer should buy from you. Retailers need to engage on another level now and they must entertain, excite and promise to always deliver.


An easy demo It is crucial in store that everything must be able to be easily demonstrated, like fully-charged wireless products, for example, battery powered products must be adequately charged in order to use a product straight away. Where products are connected either by the internet or old fashioned cables, everything must be in place. Retailers should use their database to target the


right people for the right in-store activities. Make invites personal. Make consumers feel special. Targeted marketing and events is proving far more successful than the old ‘scattergun’ approach. Now is the most crucial time to look at your


business going forward. Is your store inviting and exciting, giving your products the best possible showcase? Is it time to move into new areas of the market? The retail store has been at the heart of the


electrical industry for generations, but now it is just one integral part of your overall offer. It will only remain so if it is supported by forward-thinking activities and initiatives. We live in very uncertain times and quality, community-based electrical retailers will have a bright future with even just a few small changes to their business.


Cooking demonstration events will help customers to engage with appliances.


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