Where is the magic?

Recently I walked through one of our countries most popular regional shopping centres and once again the “sameness” of retail offer within the same categories stood out.

We continue to see the same tired shop image, windows and product sitting in the same place every day and the same bored, tired staff just going through the motions. And still we wonder why some retailers fail in the face of declining transactions, sales and profitability when it is obvious that their offer never changes.

We often talk to our clients about their business “personality”, ranging from the brand positioning (that point of difference) through the product personality, through to people personality and their successful interaction with customer personality.

This business personality is what creates real retail “magic” and attracts more and more business.

Perhaps we are witnessing a retail personality bypass and if we are why could this be happening? Is it:

• The long hours?
• Only buying what you know will sell in product?
• The fear of taking a risk with something new and innovative?
• Not stepping back and taking in the customer’s perspective?
• Lack of inspiration?
• Lack of motivation?

All these factors add up to a stale and predictable offer. The collapse of some of our leading retailers in the past weeks is evidence of the effects that some of these factors can have.

So where is the uniqueness, the magic and the freshness in store designs, merchandising, windows, product stories and people personality?

We know and our customer satisfaction surveys tell us that attractive retail for them has some very simple features including:

• It’s essential that your store retains a ‘fresh’ feel, with subtle yet constant change. Flexible merchandising systems and getting the basics in shape allows you to execute time and time again with minimum fuss for maximum effect.
• Look and learn from other retailers (not even in your category) for the things they do that communicate ‘fresh and new and innovative’ to their customers.
• A majority of respondents stated they were unlikely to go ‘out of their way’ to a retail offering with little point of difference to their competitors.
• Customers continue to tell us that the simple retail attributes that have motivated them for many years are still the most relevant and most likely to engender loyalty.
• Give them a surprise experience (something new) underpinned with great service, systems and relationship.

It is a long slow day in any business when the magic is lost.

Brian Walker is Managing Director of Australasia’s leading retail consultancy, the Retail Doctor Group. For more on Retail Doctor Group’s Effective People program email businessfitness@retaildoctor.com.au.