The next 100 days will be the toughest ever for retailers. How can brands stand up to the test? Peter Scott our head of retail consultancy takes a look
The next 100 days are always the ones any retailer looks forward to. Christmas trading has a unique buzz about it. But given the restrictions we face and some stark home truths about a bleak winter, it’s easy to think this year will be a wash out. However, I think retailers have everything to play for. They just need to view this year as different not a defeat. Three areas need focus – team, in store and digital. TEAM It's been said a million times before, engage your team and they will engage your customers. Now like never before this should be your number one focus over the next 100 days of trading. If you are banking on a Christmas windfall then you must start here. Store teams are on the frontline in these unprecedented times. They are frightened, overawed and confused. They may feel exposed. And the same is true of customers. So how do you ensure that store teams feel supported, engaged and motivated so that they can deliver an extraordinary experience in these extraordinary times? Four things that must be in place. If it’s not your forte get someone in who can help you. It’s a very...
