The Independent Way
Many independent retailers are getting this right. Service is often at the heart of what they do and comes naturally as a result of their passion, enthusiasm, knowledge and expertise.
Recently, we visited several independent stores across a range of different sectors to gather their opinions on the importance of good service and how this has accelerated following the pandemic.
Jane, who works at ‘Lavender Florist’ in Staffordshire UK, believes that customers come to their store based on their extensive product knowledge and to benefit from the one-to-one assistance they provide: “As we work in a specialist sector, we are all highly qualified and have the attention to detail needed for a great service”.
Rose, the owner of ‘The Art Studio’ in Leicestershire UK, which also includes a café and art gallery, explained that in store demonstrations and workshops are a great way of connecting with customers and building a sense of community: “Customers don’t only come to our workshops to learn a new skill, but they come to socialise and build friendships”.
Many independents are passionate about their product and want people to get the most out of the products they love. Steve, the proprietor of ‘Keysound’ in Leicestershire UK, specialises in digital pianos and keyboards. He believes after sales service is hugely important: “Our after sales service is one of the main reasons people come to us. If a customer has any problems or are not sure how to use the product, they can come in for a lesson free of charge”. Keysound also offer free, expert home installation to all customers.
Surpassing customer expectations is something many independents do naturally. Rose at The Art Studio says they often go the extra mile without even realising: “I have a background in jewellery and will often help customers by fixing their jewellery. Giving a little bit back isn’t going to cost you anything but your time”.