Retail Observer

RETAILOBSERVER.COM JULY 2020 54 Johnny Lamp Furniture Trends B y now, most parts of the country have eased restrictions and are allowing businesses to return to some degree of normal. Helping our valued customers feel safe and confident in coming to our stores is a new practice that we all started as we re-opened. Throughout our showrooms we have marked sections six feet apart for social distancing, as well as hand-sanitizing areas and cleaning stations. Employees who have direct contact with the public have been wearing masks and gloves, and there may be plastic shields at our checkout areas. We may even have posted signage to tell consumers about the precautions we're taking. Beyond all the steps we've taken to create a safer shopping experience, what have we done to bring customers back into our stores? I'm sure you're offering longer-term and/or deferred financing. (You're probably realizing lower margins due to deeper discounts aimed at attracting consumers.) But have you re-thought the role that your store will play in the new retail environment? What about your website? Have you made it a priority? Have you started running more online specials, or updated your present offers? Does your website have e-commerce capabilities? You should be asking questions like these to adapt your business to the new behaviors consumers are adopting when they shop and purchase goods. Savvy retailers are taking two primary approaches to maximize their market share. To begin with, they've become more invested in their website. You can reap significant dividends by updating your website to a platform that's capable of digital remarketing and deanonymization. If these terms aren't familiar, here's a brief guide: • Digital remarketing is showing ads to people who've visited your website or used your mobile app in the past. It's a particularly cost-effective way to increase your sales conversions, because you're reaching out to the customers who've already expressed an interest in your products or services. • Deanonymization is a way to capture a visitor's identity when they provide their email address or other information on your website. Both traditional and online retailers have realized record online sales since COVID-19 forced them to shut their physical doors. While there are still folks who remain skeptical of purchasing goods in non-traditional ways, a great number have formed a habit of buying online. There's a third set of consumers who are doing their research online and then going into the store to complete their purchase. This is where you need to utilize your retail store's ultimate home field advantage. Think of it as a huge closing table. It's more important than ever to make sure the retail experience is on par with the online experience. Identical product availability and pricing should be easy for the customer to find on the showroom floor. The application process for no-interest and special financing should be streamlined and easy. Many retailers are setting up an online pick-up section or express checkout on their websites. Selling your store's advantages and your exceptional customer service will continue to set you apart from the competition. Attracting customers to your store by giving them a great experience on your website, and maintaining consistency between the online and brick-and- mortar retail experience are the twin keys to success in the new normal. Johnny Lamp — Director of Furniture Nationwide Marketing Group RO THE NEW ROLE OF YOUR BRICK AND MORTAR LOCATIONS

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