the better retailing blog
Be the friendly face for the lonely shopper
by Nick Shanagher on 16 February, 2010
Home workers of the future may be lonely and may need good local shops to provide them with a daily lift.
The Financial Times weekend runs an excellent series of lunchtime interviews with the shapers of the modern world and a recent one featured Lynda Gratton of the London Business School. As she is completing a book on the future of work she suggested the interviewer Stefan Stern should join her at home because she wanted to show that alternatives are possible.
Lunch was a takeaway from a local grocer, Melrose & Morgan. Aubergine dip at £4.95, lentil salad at £2.95, white bean salad at £3.50, roast vegetable medley at £8.25, fish pie (small) at £5.95, chicken & mushroom pie (small) at £5.95, baguette at £2, sheep’s cheese at £3.74, charcoal crackers at £2.75, sticky toffee pudding at £4.95 and a bottle of wine at £8.95. Total bill £53.94 for two people.
If this is the future of home working, then local shops near knowledge workers are going to have a good future if they get their marketing correct.
More telling perhaps was Ms Gratton’s observation that: “We live on our own in cities, and we’re lonely.” This is a demographic trend that could really help local shops. How to go about it? Find out the names of your shoppers and remember them so they feel comfortable returning to your shop.
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Comments (1)
Good Morning or Good Morning John. Which one is better. You feel welcome when you are called by name. yes, many people are lonely and may go into their local shops for a chat. Local shops are friendly bunch and like to engange in conversation.
Try this simple marketing tool. When a customer comes to pay, just ask him” Would you like any thing John”. You will be surprised how many people will say ” Oh yes I wanted polo or a packet of chewing gums etc.”
And never compromise on quality. As the RN reported this week 60% of shoppers complained on the quality of products in their local shops. Quality always pays. look at waitrose. they might be bit more expensive but everyone praises the quality of their merchandise. If you sell quality, customers will come back.
It is also a myth that local shops are expensive. I have seen some products cheaper in my local shop as compared to the supermarket. Just compare say half a dozen products and say Tesco or sainsbury price £0.00 and our price £0.00. If you cannot beat them at least match their prices. That is what they do, take some products and compare and create a perception in the minds of customers. It is a marketing tool.