One of the reasons why people choose to shop online is the personalised experience that is provided as a result of data collection. Loyalty schemes, exclusive email discounts and product recommendations based off previous purchases are just a few of the ways that people are enticed into spending money online, and the immediacy with which they’re able to act on these impulses can result in big sales. Beauty retailer Sephora has ranked first place for the fourth year in a row on the Retail Personalization Index, thanks to their app which features an “in-store companion” and allows users to book consultations and makeovers, as well as building a customer profile to keep track of their favourite products. How small retailers can improve personalisation depends on the nature of the business, but examples include providing customers with the opportunity to make in-person appointments to receive recommendations and advice, collecting useful data through loyalty schemes to make customers feel known and valued, as well as hosting exclusive in-store events to promote special discounts or new product launches.

A boosted sense of community—as well as the logistical realities of an increase in people working from home—has meant that shoppers want to spend their money with local, small businesses as much as possible. Retailers can capitalise on this by highlighting when their products are produced locally, as well as trying to embed themselves into the local community through partnerships and advertising with other local businesses. Large shopping malls and department stores may still be failing somewhat, but the continued support of the high street shows that establishing close relationships with customers is almost as important as pushing for sales.

Looking for POS software to suit your retail business? Myepos software is a customisable solution created to suit any retail lbusiness. Check out our retail page to see what we can do for you.