It’s no secret that retail has had a difficult few years, particularly on the high street. I was therefore interested to read about the clothing brand Hush and its plans to open its first standalone high street stores after 23 years of operating exclusively online.
At a time when several familiar names are closing their stores, Hush’s decision is a real vote of confidence in the retail outlet and high streets it will feature in. It is also a recognition of the many reasons having a physical presence can be important to a brand’s performance, reputation and growth – from improving operational capabilities to giving customers somewhere to see, touch and try products before they buy them. As well as the all-important choice for customers and indeed the organisation – we only have to look to last year’s experience for M&S to know how important having options is!
Online shopping is now a part of everyday life, but its speed and convenience can’t replace the unique appeal of shopping in person. Customers increasingly expect the best of both: the flexibility to shop however they choose, with confidence that products will be as described, readily available and easy to purchase, whether online or in store, but these are just table stacks. If I am buying something I intend to treasure, then the service and care that goes around this purchase is important… especially when I am spending my hard-earned cash.
Meeting customers where they are
The choice of initial store locations across the Southeast of England no doubt reflects Hush’s customer base: Bluewater, Guildford and Marlow all differ somewhat in size, footfall, and general vibe, providing three different yet considered routes to access its target market and build a premium retail presence for the brand.
As consumer habits and trends shift with the times, we need to meet customers where they are and where they expect us to be.
The next question is whether Hush can carry its online service experience into its new stores. The company says its customers want to shop “seamlessly, flexibly and with equal confidence online and in store”. It is the right ambition, but many other, larger retailers have struggled to deliver on it, leaving customers frustrated by the disconnect between their online and in-store experiences.
Creating a joined-up experience
Whether a business is moving from online into stores, like Hush – or from stores into online, like Primark is now doing with home delivery – customer service must be joined up and aligned across every channel.
The principles of this are straightforward: brand voice, quality of communication, product supply and overall company ethos should be consistent wherever customers engage. In practice, that means making it easy for customers to return online orders in-store or check stock availability before travelling to a shop.
The reality, however, is that this can be hard to perfect. Technical infrastructure needs to provide secure, timely access to the right data for those who need it. In addition to accessing this information to deliver a personalised experience, in-store teams should have the training and empowerment to fix problems effectively on the spot.
For me, the real test is removing friction, so customers feel equally well served whether they browse, buy or seek support online or in store. At its most effective, service builds an emotional connection, wherever that interaction takes place.
That means ensuring an excellent experience at every step, from the website to the fitting room to the returns desk and in person, having advice, help, and appropriate guidance and connection with all that is human to make my day a little less challenging and to provide an important smile, genuine interest and connection.
I’m sure these are all things Hush will be considering ahead of their doors opening at Bluewater next week, which I’ll be watching with interest. The hope, surely, is that it can provide a successful blueprint for other online-only retailers to follow suit and provide a welcome boost to our local communities and high streets.
Related Posts
