How Can Retailers Step Up Their Game?

RPM's Head of Retail Engagement, Simon Couch, believes retailers must step up their game to create relevant in-store experiences, ensuring shoppers are truly engaged and willing to remain loyal.

“I agree with Helen Edwards’ column, (Marketing Magazine, 18th January) on the importance of engaging the shopper and establishing innovative ways to create an exciting shopping experience. She rightly argues that consumer ‘infidelity’ is on the increase, and retailers must step up their game in order to build and retain loyalty. So beyond slashing prices how do they do it? Retailers, whether large or small operators need to ensure their brand remains versatile and ‘in tune’ with their local communities.

An effective way of doing this is tailoring their offering to the retail calendar using creativity to create a point of difference on the high street. 2012 especially represents great opportunities to do this. Take the Diamond Jubilee, which falls on the 5th of June Bank Holiday; the week the Euro 2012 Championship commences. Here for example there is a great opportunity to match quintessentially English products (such as Pimms, union jacks or scones) with more general summer season products (such as BBQ’s or gazebos).

To really stand out from the crowd, retailers must think locally. These are national, even global, events but be sure to make them relevant to your local shopper and community. Be reactive to news and events, find out if there are Jubilee street parties or Olympic screens, and be the champion. Create relevance and impact and sales will follow”