The Retailer Spring Edition 2021

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While lots of retailers, staff and customers are now well-versed with the required social dis - tancing and queueing procedures, it’s important to not become complacent”. ‘‘

Test-and-learn to success The physical shopping experience is always developing yet now, overarching cultural, emo - tional and regulatory shifts are set to elevate the status quo even higher. In an era of uncertainty, developing core industry standards is essential to move the sector forward. Monitor and report on progress to build confidence, but don’t delay from adopting a test-and-learn approach that moves with the times and in rhythm with the customer. Be as transparent as possible in sharing results, identifying successes and where things need to be challenged.

With these steps, it’s possible to create and communicate a ‘consumer-confident’ expe - rience that reflects responsible retailing in practice and provides reassurance to shoppers, your staff and the sector as a whole. For more information about Ipsos’ services and solutions, visit ipsos-retailperformance.com/en/

Direct your messaging and marketing in store and online to clearly communicate and reinforce your message of trust and social responsibility. If you’ve invested in auditing to showcase your compliance, or standards of occupancy and hygiene, display it somewhere that customers can see it. These steps can bolster a harmonious relationship with shoppers, reinforcing trust despite the reduced emotional connection. In the US, government inspectors have recog - nised the impact of social distancing features which form part of retailers’ customer counting solutions. These tools not only help to keep shoppers safe, but can give individual stores the ability to manage occupancy, as well as enabling strategic decisionmaking around store improvement.

Dr Tim Denison ipsos.com/en Tim.Denison@ipsos.com

In an era of uncertainty, developing core industry standards is essential to move the sector forward.