Opinion / Jamie Waters
Customer care
Across much of the world, non-essential shops are readying themselves to reopen but the battle against coronavirus is far from over. Various national authorities have released guidelines for shops to uphold in the name of hygiene. Among them: providing hand-sanitiser stations, keeping customers two-metres apart, limiting in-store numbers, installing protective screens between cashiers and customers and, possibly, closing fitting rooms. Pre-pandemic, the bricks-and-mortar shops that succeeded were those that created a dynamic experience, offering customers something they couldn’t get when browsing online from the sofa. Now the challenge is how to create a dynamic experience while also upholding all these guidelines. People won’t visit shops if the experience promises to be stressful.
Solutions will, of course, differ depending on the type of shop. Paula Gerbase, founder of womenswear brand Gerbase and creative director of shoemaker John Lobb, says that shops selling premium products will likely see an increase in shopping by appointment. This will enable retailers to carefully manage customer numbers and to tailor services to an individual shopper’s needs. Other options are more universal. Why, asks Gerbase, do we need single cashier points where customers congregate to pay? IPad payment systems, which enable staff to make transactions from anywhere in the shop, have been adopted by tech-savvy brands already. We’ll see more of that.
Perhaps above all, shops will need more floor space. A key way to achieve this is by reducing the number of goods on display. This could be a silver lining: if designers and merchandisers are forced to make more critical edits about what they showcase it should give retailers a more distinctive point of view. After all, choice is good, but clutter is not.