When sales are slow, it’s time to get back to basics. Our founders wrote this post when they were fresh out of running their own retail store in Covent Garden, and brimming with lessons learned along the way. That was a few years ago now, but the sage advice in this post absolutely stands the test of time, and we’ve since updated key data to keep it current. Read on to discover how to go back to basics, and deliver an exceptional experience for your customers.
The magic of discovering a shop is unique—whether it be online or a physical location. And nothing beats the discovery when the shop feels tailor-made for you.
Personalised, hand-picked products are the best way to build that lasting connection with your customers. By carefully selecting products you know they will love, you’re connecting with your customers with a simple yet powerful message; “this is for you”. This helps position your store as their go-to for both the familiar and the fresh.
Here are our top four tips for going that extra step for your customers, and making them come back for more.
On this page
- Stock up on essentials for your customers
- Deliver products directly to your customers
- Tap into current trends (when they align with your brand)
- Pre-sell gift cards to existing customers
- Seek out fresh ideas
1. Stock up on essentials for your customers
Meet your customer demands by sourcing and selling essentials that serve your community — aka ‘pull products’.
Your customers’ shopping patterns are all you need to know their tastes, interests and price points. Pay attention to everything that sold like hot cakes, but also to what stayed on your shelves for what felt like eternity! In a fast moving industry, this will give you the constant you need to pick what customers will cherish.
As well as what’s happening in your store and on your website, research what’s trending in your niche, what competitors are doing, and where else customers are shopping today. Staying on top of industry as a whole will be the magic ingredient that pulls it all together.
Once you have a narrow list, engage your customers through surveys and social media posts to get feedback. This is a great way to reinforce a strong sense of connection with your customers.
Your customers now more than ever will want to feel like their opinions are being heard. Giving them a platform to share those opinions goes a long way in the retail industry.
📚 Bookmark for later: How to Nail the Fundamentals of Visual Merchandising, with Sarah Manning
2. Deliver products directly to your customers
There’s no question: personal touch is what separates independent retailers and smaller brands from big-box shops.
By merchandising your store with products your customers will love and connecting with them through serving their needs, you foster a type of customer loyalty that is truly unique in the retail space. The COVID pandemic triggered real innovation from smaller retailers, with creative solutions to delivering their goods to local customers, or offering click and collect options.
3. Tap into current trends (when they align with your brand)
Trending search words and sales following the pandemic suggested customers were looking for things to do at home. Everything from products for both kids (e.g. puzzles, jigsaws, toys, books) and adults (yoga, desks, lamps, notebooks, books and home clothing, such as slippers), to outdoor personal activities such as gardening and home decoration projects.
Going into 2025, there’s a notable push towards all things otherworldly, with ‘witch’, ‘spiritual’, ‘tarot’ and ‘gothic’ all regularly appearing in our most searched terms. Keep an eye on the CREOATE blog for regular trend roundups and forecasting.
4. Pre-sell gift cards to existing customers
Innovation is best in times of change. Now more than ever, consumers crave a human connection to products and creations they choose to spend money on and the shops from which they buy. This heightened experience is amazing if maintained all year long.
Using pre-sell gift cards is a great way to continue to maintain that relationship with your customer. And it goes beyond moments that look great on Instagram—this is about ongoing, authentic engagement with your community.
5. Seek out some fresh ideas
When sales are slow, running your retail store can feel like a slog. As well as taking it back to basics, seek out some fresh ideas to keep you inspired, and keep people engaging with your store.
Here’s where we recommend you start:
- Refresh your window with the help of our 21 retail shop window display ideas. Visual merchandisers recommend updating this once every four weeks.
- Social channels looking a little neglected? Try these 20 fresh and easy Instagram content ideas.
- Recovering from the festive push? Here are 13 tasks for your January retail to-do list.
- Learn from other retailers through our Store Spotlights.
- Kickstart your foot traffic with our 15 ideas for boosting footfall.
- Time for a shake up? Explore our 13 retail store layout examples & customer flow tips.
