PERSPECTIVES

Just when it seems we can get to the "New Normal" or the "Next Normal," another disruption comes along. 

"There still is so much uncertainty" is the lament, often accompanied by a sigh of weariness. Or resignation. Trying to plan for the Holiday season, or looking ahead to 2022, can seem especially daunting right now.

Occasionally, all of our businesses need to hit "pause;" this is one of those times. 

Recognize that thanks to the pandemics, most everything about running your business has changed. Your merchandise mix; your customers; your staff; your competitors; your suppliers; your landlord; your technology; etcetera. Everything!

• With all those changes, how could going forward have much resemblance to however you used to do business?
• And as is always true in retail, the name of the game is adjusting!

Consider this: Will this Holiday Season happen... 

• In traditional RETAIL Time? 
• Or always-on INTERNET Time? 
• Or, the grinding PANDEMIC Time? 
• Or, some combination of all of it?

What a 90 days it will be! 

Remember July and early August, when there was much optimism? 

• Consumers were excitedly resuming in-store shopping and dining. 
• Social gatherings were increasing. 
• Pent up demand was high. 
• And shoppers were eager to make this year extra special to compensate for last year. 

For retailers, the Fog of Uncertainty that began in April 2020 around the pandemics keeps coming back. Just when it appeared that we were ready to "get back to life" if not "back to normal," the Delta variant has surged. 

This has created more uncertainty. How willing are your customers to actually go out and shop? Even more important (to you): how willing are YOUR customers to shop with YOU?

So, here's an idea: Why not ask them? Really. Send them a short questionnaire.*

Throughout the pandemics, many independent retailers successfully shed their "technology laggards" label, as they pivoted to embrace an array of digital tools.

Yet going forward, it is well to keep in mind what really matters to the customers. And it may not be more technology.

A recent survey* of more than 2,000 customers provides some interesting insights as to who shops where, why, when and how. It especially highlighted the differences between "large stores" and "smaller stores" (or as we view them, "specialty stores.")

• “The data revealed that 75 percent of consumers shopping at a larger store knew what they wanted before crossing the premises." 
• Those who shop in larger retailers say 'We just want to get in and get out.'”

Hmm. This suggests to us that shoppers essentially are treating large stores the same way they treat the internet:

As we follow economic indicators that particularly affect retailers, our primary focus always is consumer confidence. And the reports coming out this week give us pause. 

• "The Consumer Sentiment Index fell by 13.5% from July, to a level that was just below the April 2020 low of 71.8," notes Richard Curtin, chief economist for the University of Michigan's Surveys of Consumers.*
   
• "The extraordinary surge in negative economic assessments reflects an emotional response, mainly from dashed hopes that the pandemic would soon end."

The highly transmissible Delta variant and the vaccine hesitancy of many have changed the momentum. Covid fatigue is back. This affects consumers. 

And with it, more challenges for retailers. Decisions and policies may be needed regarding vaccinations, both for your staff and your shoppers. Meanwhile, consumers are likely taking another pause. Will schools reopen? Will offices reopen? 

So, what's a retailer to do? What you always do: deal with it! 

You likely are aware of buy-now, pay-later (BNPL) programs, from Afterpay, Affirm, and Klarna, among others. It gained a foothold in online retail – "the hottest trend in e-commerce"– and has been especially popular in the UK and Australia. Now its availability to many more retailers may be accelerated with the proposed acquisition by Square of Afterpay. It is a trend we all need to watch carefully.

Here's the deal. Once again, the retailer is the pickle in the middle. The benefits of increasing sales (and average transaction value) which are very attractive, must be weighed against the potential increases in hassle factors, particularly for your most valuable asset: your front line staff. 

Ahh yes. Retail IS detail! 

Time to move on from Covid, and get our minds back on retail. Focus on the merchandise. And the customers. And the results. In other words, it's time to put the fun back into retailing!

So, here are a few of The ROI's "attention to detail" reminders that you may want to have at the ready for your next staff meeting. A refreshing change of pace for everybody!
 

We know that retail startups are up, but alas, so too are retail failures; even higher than historical norms. 

Why is this happening?

• Is it Amazon? Or, the pandemic? Or tight money?
• Or supply chain problems? Or not enough good employees? Or Covid fatigue?
• Unable to keep up with competitors? Overly-demanding landlords?
• Downtowns or malls being slow to bring customers back? 
• Or, some combination of factors? Or...? Or...?

Yes, the headwinds for retailers right now are real, and plenty difficult.

However, it turns out that the underlying causes of failures do not change; like cockroaches, they just endure!