Store owner and retail business coach, Cris Willis, has been a long time attendee of ASD. In recent years, Cris has moved into coaching and consulting for other retailers, helping them learn how to run successful stores. We sat down with her at the last ASD Show to talk about how to run a store in the quickly developing post-pandemic world.
Online Selling & E-Commerce
One of the biggest changes she saw during the pandemic was that retailers finally embraced e-commerce and taking their businesses online. Cris also saw many retailers embracing Facebook and Instagram selling. Having an e-commerce website to connect with customers was no longer a nice to have, it was a must have.
Sourcing Merchandise Online
Retailers weren’t the only ones who had to get online, vendors had to get online as well. Wholesalers, manufacturers, and importers quickly built their own websites. Wholesalers leveraged platforms like Elastic Suite to create B2B ordering capabilities, used virtual markets like the ones many of our trade shows offer, used larger channels like Amazon and Target, as well as boutique channels.
Personalized Customer Service
Getting to know your customer has gone to new depths. Not only do retailers need to have good face-to-face communication with them, they now need to use data and first hand insights to figure out what products and services customers may want from them. Determining what your customer wants before they know they want it is leading many store owners to test new products, offerings, and bundles.
New Ways of Marketing
For retailers, marketing has become omni-experiential. Retailers have had to match the store experience to what’s happening on Facebook, Instagram, TikTok and Pinterest. Marketing has become a brand extension versus just a way to move goods. Retailers are investing in creating more thoughtful and meaningful marketing techniques.
To learn more about running a store post-pandemic, you can connect with Cris at RetailClarityCoaching.com. You can also attend over 50+ free seminars during our next show in Las Vegas. Registration is free, so go ahead and sign up.