It is the start of a new year and with that comes a new fashion season and a new exciting shop floor full of Spring trends for retailers to plan and excite their customer with.
Last week I was delighted to work with the very experienced sales team in Beverly Hills Boutique in Castlebar in Co. Mayo who have big plans for their customer experience in 2015. Stylefish delivered a customer styling retail training day in the midst of the snow and the frost! Well known for their formalwear selection, they have a customer base that travels from as far away as Cork to find something special for an occasion. Our fashion course has now equipped Anne, Johanne, Donna and Siobhan with the knowledge and confidence to offer personalised advice to their customers just in time for the new season.
Below is the challenge I see for retailers and my tips tips to get you on the right footing for 2015.
The Challenge for Retailers?
The ability to be able to deliver a unique and personalised shopping experience for your customer. With technology and social media, your customer is able to reach out to your shop in so many ways and their experience with you starts long before they enter your shop. Key is having a team that are passionate, engaged and trained to inspire and help your customer across all platforms but most especially when they visit your shop.
My Top Tips for 2015
- Understand the rules around dressing your customers body shape. When your staff have a better understanding of the clothing types that work for different shapes, your shop floor looks like a whole new place with so many possibilities for your customer.
- Approach your customer in the correct way. Most women are happy to get help from staff but is all in how you approach it and how your customer feels from the moment she walks through your door. Things like lighting, music, space and a relaxed atmosphere all help to relax your customer.
- Your staff should understand all the labels stocked in your shop aswell as the seasons trends. What makes each brand special, have they picked their favourite pieces to share with the customer? Inspire your customer with inspiring staff.
- Your customer must look the part. Your staff are your number one asset and are the first thing your customer sees. Do they look the part? Act the part? Genuinely care? Take the time to help?
- Close the circle with your customer. Most women if they are trying on a dress are happy to be shown accessories or shoes to match. It’s fun, inspiring and if done right your customer will not feel pressurised to buy but will feel cared for. Closing the circle means offering your customer more than what they have asked of you. It also means following up, adding them to your mailing list and generally going the extra mile to show them how important they are to you.