The Undercover Analyst – How Focussed is Fashion on the High Street?

main logo blueAs part of a new project in association with retail analytics experts ShopperTrak, I’m going to be looking at the retail landscape in areas around the UK and sharing some insights through regular blog posts. Taking a broad cross section of market sectors and visiting specific but unnamed stores, I’m going to be commenting on how they fare on certain operational areas identified by ShopperTrak as being key to a successful and customer responsive store. I’ll be looking for good and bad practices, innovative ideas and exemplars for all of us to either follow or avoid in our own businesses.

My starting point was my home town of Oxford where I looked at mid-range high-street fashion. I’ve run stores in Oxford myself for nearly 20 years so I’ve witnessed the evolution of the local commercial environment at first hand.  The central retail core in Oxford is not much larger than you’d find in any town centre high street and consists of three main shopping thoroughfares, two indoor shopping centres and a covered market catering almost exclusively for independents. The main shopping street is Cornmarket, where most of this survey was based. Around six major stores were visited each with large footprints and each selling quite similar products to a broad demographic of fashion conscious 18-35 year olds.

Same difference

910484_23238014The overriding impression across most of the mainstream stores was that they all bought their shopfits from the same generic contractors. With the exception of one store, well themed towards their target customers, store layouts were similar to the point of duplication. It may be the nature of the beast that there are only so many ways you can support a clothes hanger, but shop-fittings generally looked like they were ‘off the shelf’, even though I’d imagine they weren’t.

Considering the size of some of these companies and their large marketing spend, brand identification in some stores was not as strong as it should have been. You could have dropped me blindfolded into any one of these stores and I’d have had a hard time telling you which one I was in.

ShopperTrak says : Differentiation is key. Location-based analytics provide retailers with the tools they need to understand the customer profile better, especially how shoppers are moving around the shop floor. As Ian points out, many stores have similar layouts but this is often down to guess work rather than knowing exactly how customers are moving through the store. Understanding the customer journey improves the overall experience so retailers need to have an accurate view of what is happening in store to help them measure effectiveness and constantly make improvements. By doing this we may see an end to all stores looking the same.

SALE SALE SALE!

Some of this anonymity might have been down to the fact that it appeared to be the height of the summer sales in the hallowed city with the main shopping areas a sea of red and white signage.

These days it’s quite difficult to pick out more than 2 consecutive weeks when someone isn’t on sale. The necessity to strip window and internal displays down to the bare-bones during such promotions left no real indication of how attractive the window dressing would normally be. Window displays have somewhat fallen out of favour in recent years, dividing between the bog standard or the eye-popping retail theatre. Of course your window display is supposedly the thing that draws customers inside your store, so outside of sale periods it has to be an important consideration.

ShopperTrak says : Traffic patterns change over different periods – particularly so during a sale. Even though the store feels busier retailers need to be sure that their promotions are actually driving the maximum number of customers to make a purchase. By analysing draw rates, or the ability to bring people into the store, retailers can measure whether promotions and merchandising are helping to entice their fair share of shoppers over the threshold versus competitors. If the draw rate begins to fall it’s a sure sign that visual merchandising is not working as effectively as it should be.

Location, Location, Location!

Internal store layouts seemed to be quite ad hoc. Most large stores use pre-planned merchandising plans produced by head office but none of them seemed particularly well suited to traffic flow in store, neither did they look like they could be responsive to dead zones that were fairly evident. For example, retail environment guru Paco Underhill has identified the area around your main entrance as the ‘landing pad’. His suggestion was that nothing should be placed here as customers are usually looking further into the store to see where they were headed. That seemed pretty much the case in one store where a large gondola had been plonked right in the entrance-way – it was pretty much ignored by everyone coming through the door.

1215579_52407894The other obvious fail in my opinion was the tendency to place items that were in the sale at the back of the store. The intuitive logic is of course that this will draw customers further into the store, presumably wowing them with the non-promotional stock on the way. Personal experience combined with this particular visit tell me that this strategy is far too simplistic. Most customers looked straight to the rear of the store and bypassed everything else on their quest to get to the cheaper goodies. There may have been a method in this apparent madness. Keeping the sales hysteria at the back of the shop along with the associated mess and mis-matched merchandise may be a good move in some cases. Also I guess there’s a chance that customers may give the full priced stock another look on the way out after perhaps finding nothing in the sale to their liking.

In these days of eye-watering rent and rates, customer flow within a store is something that needs careful analysis. It’s really not something that can be left to gut instinct or rigidly pre-planned merchandising charts.

ShopperTrak says : Heat maps help retailers determine which areas customers are dwelling in and how long they spend there. This is crucial when analysing the effectiveness of merchandising and product placement. It also enables stores to re-invigorate quieter zones or analyse changes to determine the optimum store layout. On a micro-level retailers can examine conversion rates within specific areas of the store to gain a deeper level of insight into overall performance.

Customer experience

The general customer experience in all but one of the stores visited was pretty good. Stock displays were generally well maintained, apart from one rather tired looking mannequin that personally I’d have pensioned off years ago.

One of the more mainstream stores was a fairly recent opening so had the benefit of newer merchandising displays. This certainly gave a fresher look which was enhanced by the large airy feel of the store. They also had a good layout of stock with accessories and handbags at the front where they can be easily browsed and selected ‘on the hoof’, with items such as shoes at the rear where more time and interaction with staff would be required. However here, as with all the stores visited, staff engagement with customers was nigh on non-existent. Perhaps the labour intensive nature of the display floor meant that sales adviser’s saw maintenance of displays as a higher property than talking to customers.

Personally I’ve always trained my staff to aim at somewhere between intrusive and attentive. Many of the stores I visited could have benefited from tasking particular members of their sales teams with approaching customers on a one to one basis. There’s an obvious ethos with many of these stores that it’s self-service and customers only receive service when they ask for it. But these shops are semi-aspirational in design, they’re not supermarkets. They’re selling desirable fashion, not tins of sweetcorn. In that environment there’s nothing worse than leaving customers with the impression that interaction is bottom of the service remit.

827556_46291532In general though customer service was OK. We saw one person leave a pay point empty while a customer waited patiently, which wasn’t great, but as it was our fault for sending them on the hunt for a different size of a T-shirt that might be an unfair observation. It’s a dilemma for any sales adviser when there’s only one of you but two people who need your help. Perhaps something that could be sorted with better planning of staffing patterns.

ShopperTrak says : Understanding how many people are coming in to the store and which areas they’re dwelling in is a crucial reflection of the overall customer experience. Increasing the average time that shoppers spend in store helps to drive both conversion rates and average transaction sizes. If they stay in the shop longer it means they’re having a better experience.

Retailers can use interior analytics to measure dwell times, looking at whether shoppers are spending the right amount of time in the right areas, how staff are engaging with customers, how well queues are being dealt with or how effectively promotions are working.

Messy but busy

Only one store had significant queues at the pay point and this was also the store with the most untidy shop floor. Perhaps an indication that tidy displays don’t necessarily mean better sales. Or maybe the trashed shop floor just shows how busy they were. However they seemed to be a victim of their own success with at least one case of abandonment being observed as customers tired of waiting to part with their hard earned cash. Again I suspect proper deployment of staff and maybe a re-think on merchandising strategy would help with problems like this.

ShopperTrak says : Retailers need to have an accurate view of their power hours – i.e. their peak selling times. Only by having insight into this can they plan accordingly. Any re-stocking or staff breaks should take place outside of these times in order to ensure the most effective shopper to assistant ratio. Put simply, the fewer the staff available in store during peak traffic times the worse the customer experience is going to be.

As a first outing it was an interesting exercise for me. There are obvious compromises between function and form and many competing demands on the time of the floor staff. But there were many obvious improvements that could be made, perhaps with the assistance of some location-based analytics, particularly in terms of customer flow data and staff movements.

Join me next time when I’ll be looking at how luxury brands fare.  In the meantime you can check out ShopperTrak’s full range of analytic services by clicking the link below.

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Retail Technology – Master or Servant?

Facetime-Video-Phone-1950sAs I approach 20 years as a high street retailer I think I may have reached that age when I look back through the Vaseline smeared lens of nostalgia to simpler times when summers were longer, life was sweeter, shops were called shops, rather than stores, and the only channels we talked about were the 4 we had on our 20 inch TVs.

In those barely remembered days, window shopping meant standing with your nose pressed to a plate glass shopfront rather than your Microsoft phone, Android was a morose character in the BBC version of The Hitchhiker’s Guide to the Galaxy and a web browser was someone who took rather than more than a healthy interest in arachnid architecture.

I’m not sure if it’s the change in the weather, the recent march of the souls of the undead on Halloween or simply the calm before the chaos of Christmas kicks in, but the last week or so has seen a marked increase in the proposal of ideas that will supposedly elevate the retail industry from these humble roots to previously undreamed of pantheons of technological supremacy.  Personally I’m not convinced.

Dynamic Pricing

Firstly we had Kingfisher’s Ian Cheshire and his predictions about dynamic pricing systems.  LCD shelf edge labels connected to a central computer will, he believes,  revolutionise the high street, allowing prices to be changed by the hour in response to demand, the presence of a particular customer demographic or even the proximity of a particular customer.

This was coincidentally backed up by a piece from Roy Horgan in the same edition of Retail Week Magazine, holding forth on pretty much the same hokum. I guess we can’t blame Roy, considering he works for a company that would likely be at the forefront of a roll-out of such technology, but as a retailer I’d have thought Ian Cheshire would have had more sense.

Comparing the day to day retail proposition with the pricing flexibility of an airline ticket or a hotel room is to miss the fundamental point by a nautical mile.  With the exception of some food uses, consumers are just as able to be flexible with their custom, so changing prices at particular times will only shift buying patterns.

To me this just sounds like the holy grail that RFID was held up to be some years ago.  Back then we were told that we’d have radio tags in everything from T-shirts to teabags but in didn’t happen.  Why?  Because ultimately the investment in the technology required didn’t justify the expense.  Sure, it would be great to be able to scan an entire shopping cart in one go, but if you need to ensure everything down to your last tin of beans has a tag on it that probably costs more than the contents, it’s never going to fly.

Click and Print Bling

Next we had the idea from Argos digital director Bertrand Bodson, that within 15 years we’d not have to worry about having our online purchases being shipped to us.  No more waiting for the delivery man or picking up that irritating ‘while you were out’ card.  No, according to Bodson we’ll all be furnishing ourselves with 3D printers where everything will appear like magic from within.

This was either a very transparent attempt at grabbing a few column inches during a slow news week, or Bertrand had been watching far too much Star Trek in his spare time.  He certainly didn’t seem to understand how 3D printing worked or what it’s limitations were.  The idea that anything other than the most simple products could be delivered in this way is plainly ludicrous.

handmade-jewelleryFor example, one of the products Argos will apparently be sending to us via this new channel will be jewellery.  As a jeweller myself I found this a heroically ill-conceived statement.  Presumably the idea is that we’ll all be sitting with a stack of gold or silver in our 3D printers, along with an equally dazzling collection of precious or semi-precious stones. Then, once we’ve ‘printed’ out all the components for the necklace of our dreams we’d only have to gain the knowledge of an experienced jeweller to polish them, finish them and then put the whole thing together.  That should take 2 or 3  years study on a good jewellery making course, plus the access to a small workshop, but that’s got to be better than waiting from the completed article to come through the letterbox right?

Why Fi?

Broadly this idea that technology will be the answer to all our problems seems to be taking hold across the industry.  A major plank of the recently published review by Bill Grimsey and his team suggested that one of the key innovations that will save the high street from ultimate demise is a wireless network that will apparently have customers prowling the streets with their noses pressed to mobile devices informing them of offers in the stores in the locality.  Presumably this will be a far better option than just raising their heads and looking in the shop windows.  I don’t dispute that Wi-Fi provision will play an important role in any future community area, but the idea of bombarding shoppers with local offers and adverts via a mobile device has been tried before without much success.  Perhaps it’s an idea who’s time will come, but the practical aspects of armies of people tapping palm pads rather than simply wandering about the shops seems to me at odds with what I understand as normal human behaviour.

Google Glass

google-glass-the-jerkProponents of Google glass have similar aspirations, with digital commerce solutions provider Venda recently publishing a report entitled “Wearable Technology: The High Street’s Secret Weapon?”.  Again the idea seems to be that wearing a clunky bit of face furniture with it’s origins in the 1970s children’s TV show Joe 90, will give you far more insight into available offers and promotions than simply looking at a sign next to the product.

I can appreciate blue sky thinking as much as the next person.  I know many of these seemingly unworkable ideas need to be thrown into the ring to allow them to be torn into digestible pieces that at some point may help to construct the next must-have innovation.

I’m by no means a technophobe either.  I’ve been working with computers since 1973 when the processing power we now take for granted in a microwave oven would have needed two huge rooms to house it, along with team of technicians on 24 hour call to periodically hit things with hammers.

I’m an early adopter of most new tech.  My company has had a website since 1995, and I designed and programmed from scratch the EPOS system than has run our inventory control and customer interfaces for the past 20 years, after finding a dearth of such software in 1994.

The good old days?

greengrocers1945So this isn’t a lament for the ‘good old days’ when ruddy faced greengrocers weighed out veg by eye and knew every customer for a 5 mile radius (although that was a golden era I can almost remember).  No, I fully understand that as modern retailers we all need to get our heads round at least some of this newspeak.  But my fear is that as ever more of these technologies are heralded as the answer to engaging an increasingly jaded consumerate, are we not also in danger of confusing the humble shopper as much as ourselves with an overload of ineradicable data and jargon?

It seems like every day there’s another start-up company or new think-tank that re-invents the retail wheel with yet another concept or strategy.  From the plethora of competing payment methods to new ways of presenting products in store.  When in essence the people we’re all selling to haven’t really changed from those we served before all these clever bells and whistles started dazzling us with their white hot potential.  More often than not I think we’re witnessing the birth of technologies for their own sake.  Answers looking for a questions and solutions looking for a problem.

Blind Alley

In practical terms it’s likely the very people that will be embracing these technologies, the young, may be the very demographic that in the future will have much less disposable income with which to buy all the stuff we throw at them.  If that’s true, I’d say we’re in danger of disappearing up a very dark and potentially rather empty alley in the not too distant future.  At the end of it we may see nothing more than our own hubris blinking back at us.

So let’s not forget the basic tenets of retailing as we launch headlong into this technological Valhalla.  The old aphorisms of customer service and personal interaction are often trotted out at this point in these discussions, and I’m afraid I’m not going to be any more original than that.  But in the final analysis I still maintain that we should only use technology if it enhances those two most basic functions of the humble shopkeep rather than seeking to find replacements for them.

Air_Conditioned_Shoes_Crazy_Inventions-s650x595-337964-580New technologies do of course offer fantastic opportunities, but ultimately we still need to be good retailers with all the same skills and motivations that were needed by that greengrocer back in the 1960s.  New ideas are of course exciting and innovation is always needed to keep our industry moving forward.  But I think we need to be certain that we’re responding to customer aspirations rather than confusing them with unwanted information, interaction or propositions.

Technology has brought us as much pointless gimmickry as it has opportunity, and as someone much cleverer than me once said, just because we can do something doesn’t mean that we should.   We should driving innovation, rather than being driven by it.