Experienced retailers will understand that their custom is not always steady, nor is it assured. Certain days will be particularly busy, seeing products fly off the shelves, whereas others may remain quiet, placing much less demand on sales representatives.
There are advantages and disadvantages to both situations. While it may seem straightforward to assume that a busy store is likely to generate more income, this scenario can actually have an adverse effect too, with customers and staff becoming overwhelmed. Quiet periods on the other hand may accomplish less in sales but offer a better opportunity for staff to relate to customers, explain products more thoroughly, and generally create a lasting, positive impression of the business.
It is important for managers to lead a team of sales representatives in understanding that different responsibilities occur in different scenarios. During periods with less footfall, staff should focus on refreshing the shop space, cleaning and rearranging in preparation for the busier periods. Additionally, this time can also be well-spent by focussing on drawing customers in too, so that quiet periods become busier. Even using the opportunity to create social media content is an effective use of downtime.
During busier periods, staff can then prioritise customer service as their focus, ensuring that customer needs are met and that the atmosphere of the store remains pleasant and well-managed.
The aesthetics and layout of a shop play a significant role in the store’s performance. A spacious store that is effectively designed can handle larger crowds much more easily than smaller floor plans and those with inefficient design. While not every shop can increase its internal capacity, all retailers can improve their shop design so as to benefit its operation.
Modular shop furniture is a brilliant way to manage the various demands placed on retail spaces as it can easily adapt to changes in demand. Additionally, signage and stand offs are useful assets since the organisation of a shop’s information and directions can better assist customers to navigate when browsing, preventing confusion and delays.
Foresight can also be applied to entire seasons, with retailers finding success when adapting their shop layout to suit periods of high traffic, such as Christmas and New Year. By creating more space for shoppers to browse and selecting only the most effective products, or hero products, to be displayed, a shop’s operation can continue with ease.
Events And Offers
If certain periods of business are likely to be quiet, then it may be appropriate for them to host events or be chosen periods for offers. Customers are more likely, for example, to make an effort to frequent a shop space during quieter periods if they know that they will be rewarded with discounts or special services.
In addition to keeping a store active during previously busy periods, this can also help to generally boost a store’s recognition on the high street and even boost its customer reach.