Is this the end of average?

A recent article in the FT by retail guru Mary Portas highlights how COVID-19 is further decimating our high streets and shopping centres and is bringing about the end of the ‘average and mediocre’ retail experience that we have all come to know and tolerate.

‘In the brave new world that we are reaching for now, the quantity of stores will go down but quality is more likely to go up. And here’s the good bit for the shopper. Average is over. Mediocrity is out the window, along with our summer travel plans. The bland, the dull, the middle-of-the-road merchandise — forget it. The retail businesses that will survive, the ones who will come out with a deeper connection to their followers (note I don’t say consumers: the days of rabid consumerism are over), are those with hard-earned brand equity.’ (Mary Portas, FT.com. 21st April 2020)

We wholeheartedly agree but would go further.

For many years now we have been banging the drum about ‘engagement’. We even have the following statement on our homepage:

‘Our focus is simple: to deliver engagement between a Brand and its Audience’.

It’s called Brand Engagement and it is at the heart of everything that we do. Our focus is in establishing a rock-solid connection between a brand and the people that sell it - the salesperson.

In many cases a brand does not ‘own or control’ its channel to market and must rely on its products being sold in a competitive retail environment. When a consumer sets out to the journey to purchase a product, they are influenced by advertising, recommendations, reviews, price, peer pressure and a whole host of other factors. However, the ‘final mile’ of the consumer journey in pretty much any channel of retail can be controlled by the salesperson.

When was the last time you experienced an interaction with an actual salesperson?

Imagine the scenario – you have done your research, seen the adverts, chatted with your knowledgeable mates and are now heading off to a shop to buy the latest incarnation of smartphone, vacuum cleaner, electric car, suit, dress, toilet brush etc.

The salesperson could just take your request, retrieve the product from the stockroom and ring up the sale. All very easy, quick, painless….and just a bit impersonal, soulless and unsatisfactory! But who cares, you have only been steered by the multimillion-dollar advertising and promotional campaign to do exactly what the brand wants you to do.? The fact that you have paid a premium price for a product that may have features you will never need or understand doesn’t matter…or does it?

Alternatively, the same salesperson could listen to your request and then politely ask if they can ensure that this is the right product to match your needs. They could then use their product knowledge to match those needs perfectly to the right product to fulfil those needs…and possibly save you some money along the way! This approach establishes a rapport and trust between the salesperson and the customer that will last.

Which approach is better, which provides the great customer experience, which will produce a repeat customer that eulogises to family and friends about a great experience?

When done right, Brand Engagement wins the respect, loyalty, heart and mind of the salesperson and customer.

Who knows, post COVID-19 we may end up going back to the ways of instant fashion, pile it high, sell it cheap and same day delivery or maybe we will seek out the one to one interaction of dealing with a knowledgeable, interested and engaging human who can help us make the right decision.

Personally I think we will end up somewhere in the middle. There will continue to be a desire for fast fashion but there will be in increase in the bespoke and tailored.

 ‘The cull of retail businesses spells the end of mediocre malls’ by Mary Portas can be found here: https://on.ft.com/3eME4UT