4 strategies to attract new customers

1. Offer more flexible payment options

“Giving customers the right payment solutions is key to attracting new customers in 2021,” says Martin. Adding a Buy Now Pay Later option at checkout, such as Clearpay, is one way that retailers can offer their customers more flexibility and a better standard of customer service. Clearpay allows consumers to pay in a way that suits them while spreading the cost and tracking their spending; this means greater peace of mind and brand loyalty.

2. Deliver first-class customer service

“Retailers should strive to deliver on promises and customer service,” says Martin. “How you operate during the holiday season can help to set a precedent for what’s to come in 2021”. Most customers are unsure of whether or not they’ll be able to spend Christmas with their families, so they’ll be thinking ahead and shopping for gifts extra early. Make sure that your delivery windows are transparent and customers are updated on new stock when it arrives. 

You should also think about how you can connect on a more personal level with your customers during lockdown restrictions such as Instagram Lives and Facebook videos that highlight new product and address consumer queries quickly. This will help to bring a personable in-store service to the online shopping experience and attract new customers in the process. “Try to put the customer at the heart of everything you do,” says Martin. 

3. Look ahead and plan your inventory accordingly

As life continues to be disrupted by lockdown restrictions, it can be difficult for fashion retailers to predict future trends. But Martin believes that struggling categories, such as formalwear, will return later in the year and retailers need to be prepared for that shift.

“Consumers will continue to move away from formalwear­ - such as apparel, shoes, and accessories - both for events, social life and work,” predicts Martin. “The brands that have been doing well at the moment are in athleisure categories, so invest in those for now. However, once lockdown restrictions are lifted, there will be a huge opportunity for brands to move back into that category. I recommend planning your inventory accordingly”.  

4. Foster connections and community

When life eventually returns to normal, consumers will remember how individual retailers responded to the crisis and the way they treated their customers. “Retailers need to go beyond just “business” and help foster connections and community,” advises Martin.

With this in mind, independent retailers should try to bring a community feel to everything they do – from rewarding local customers with special discounts and shopping events, to talking about social issues that affect the local community on social and marketing channels, and helping the most vulnerable members of their communities to shop safely – think quiet shopping hours and personalised appointments for the vulnerable and elderly.