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Sometimes analog just works better...
Increase dwell time
If you want customers to slow down, focus on engaging their senses.
Follow the rule of 75: Maintain an ambient temperature around 75 degrees Fahrenheit, play music below 75 beats per minute, and keep noise levels around 75 decibels.
Use scientific principles, such as small floor tiles, to make trolley wheels click more audibly, creating the perception of faster movement. This encourages customers to naturally slow their pace, increasing dwell time near higher-margin products.
Savvy customers may know that supermarkets strategically place fresh bread at the back to encourage browsing through other items. By appealing to these informed shoppers (the outliers), you can influence the behaviour of all customers.
Maintain a balance between extending the browsing phase and ensuring the purchasing process remains streamlined.
The purchasing experience should be the smoothest part of the customer journey. Neglecting this can undermine all efforts. Ultimately, a positive experience will naturally bring customers back.
Simplify human resources
Hiring someone with a basic education and a big smile over a surly Harvard graduate can often be a wise choice. Personality can't be taught. Consider who needs the job more and who is likely to be most loyal. Who would you rather interact with, and who would create positive advocacy?
Here's a practical test: Give an applicant currency in note and coin form, along with a receipt. Ask them to give you your change and receipt. If they pile everything on top of each other instead of allowing you to deal with one element at a time, it's a red flag.
Trust your intuition above all else. While you won't always get it right, you'll likely have better odds than relying solely on psychometric testing or costly HR assessments.
Never attempt to leverage employment costs to your benefit. It's like holding a loaded gun against the P&L. Short-term gains lead to long-term losses.
Saving 10% on a new hire who later discovers their peers earn more only creates dissatisfaction. This erodes trust and leads to increased turnover, ultimately costing more than if you had paid the market rate from the start. Be a company respected for fair employment practices.
Above all, prioritise fairness and equity in everything you do. Orwellian policies breed disengagement. "Some people are more equal than others" is unacceptable.
Technology isn't your best friend
How many people rave about the amazing iPad they use in a shop? None. QR codes can complicate things, especially when our phones run out of battery. People crave something tangible and cherish human interactions where they feel valued. It's that straightforward.
Invest in people, not trends and gadgets. Unlike technology, your team will grow and improve over time, never becoming obsolete.
AI is looming, but its impact has shifted. Rather than displacing customer-facing roles first, as once feared, it now targets creative and operational roles. Bright, personable service providers will remain in demand, so prioritise nurturing them.
Keep it simple. No one gets excited about ordering from a tablet; they're just frustrated when it's not the quickest way to get what they need. Don't spoil someone's special day.
Focus on your own competence
No one strives to be average across multiple areas. Exceptional individuals stand out by excelling in their strengths. Usain Bolt didn't dream of bronze medals in three different sports.
Don't waste time comparing yourself to others—focus on strengthening your own business. Let competitors worry about you.
Remember, David defeated Goliath with a precise shot. Larger entities become vulnerable when they focus on smaller rivals. They may obsess over minor gains while overlooking significant issues. Remaining agile allows you to drive meaningful change.
Strike a balance between celebrating successes and learning from mistakes. As a leader, it's important not to hide shortcomings behind successes.
Recognize your team's achievements. Whether it's a €50 or €50,000 sale, it represents a significant milestone to them driven by their service skills.
Lastly, it's crucial to know your team members' names and have some understanding of their lives. Work isn't a family, but showing humility and compassion is essential leadership.
How Spirits Sourcery can help
Spirits Sourcery specialises in driving retail excellence through a blend of innovative strategies and focused implementation. Our expertise can help you:
Innovate and Progress: Stay ahead of market trends with proven strategies and tools tailored to your business needs.
Maintain Consistency: Ensure a reliable and seamless customer experience across all touchpoints.
Outshine Competition: Gain a competitive edge through a balanced approach to progression and consistency.
For more insights and to discover how Spirits Sourcery can propel you to the top of your industry, please contact us info@spiritssourcery.com