This question keeps many retailers awake at night. There is a lack of walk-in customers, competition is fierce, the advertising budget is modest, customers do not return, conditions are generally less than ideal, and turnover leaves much to be desired. This is the situation for many retailers. However, these negative realities are often a sign that the existing potential is not yet being fully utilised.
After all, if too few or no customers are coming into your shop, this is usually down to a combination of factors. Many of these factors offer opportunities for individual improvements. Other factors, however, are largely beyond a retailer’s control. This article provides an overview of the typical reasons why customers aren’t coming into your shop.
Bad location
The lack of customers may be down to the choice of location in general. In C-grade locations within city centres and shopping centres, there are simply fewer passers-by. If other reasons can be ruled out, retailers should reconsider their choice of location. However, it is important to systematically compare footfall at the current location with that at potential A- and B-grade locations.
An alternative approach would be for retailers to make the most of vacant retail premises. A pop-up shop for a limited period is one way of testing the market at a different location. Furthermore, a pop-up shop in prime and secondary locations with high footfall can help attract customers to the main shop.
Lack of parking spaces
A retail location is constantly changing. Sometimes a key footfall generator or anchor tenant leaves the location. Or shops with a product range similar to your own open up. Or town marketing initiatives fizzle out due to a lack of cooperation or limited funding. Or neighbouring retail locations become significantly more attractive. Such developments can have a negative impact on footfall and reduce your own customer base.
Construction sites in the local area
Construction work in the immediate vicinity can spell the end for retailers. In particular, if the road directly in front of a retail outlet is being resurfaced, this has a negative impact on visitor numbers. This is because noise and dirt make a shop unattractive. However, construction work in the wider vicinity can also restrict footfall and lead to fewer customers in the shop.
Poor shop window design
A shop’s exterior is its calling card and sets expectations. That is why the shop window should be designed to be particularly attractive. The shop window should give customers an idea of the range of products they can expect to find inside. However, the aim is not simply for passers-by to find the shop window design attractive. If customers are not coming into the shop, the shop window design must be specifically geared towards attracting impulse buyers. The shop window must also always provide a clear view of the interior, which must be open, well-organised and well-lit.
No visible signage
Passers-by are flooded with stimuli whilst out shopping or going for a walk. These can include advertising hoardings, traffic, shop window displays or their own thoughts. To capture the attention of passers-by, the shop’s signage must be clearly visible, particularly during the darker months of the year and in overcast weather. The signage must stand out and, as far as possible, clearly indicate the range of products on offer.
No events or special occasions
Effective city marketing or shopping centre management regularly organises events to attract visitors and offer them a special shopping experience. Retailers who do not take part in such events with their own ideas and offers are missing out on a great deal of potential. However, special events organised in-house can also raise awareness of your own business. Fashion shows, book readings, product tastings, talks on relevant topics or workshops can turn visitors into customers in the medium term.
No possibility to contact former customers
Constantly attracting new visitors and customers is a never-ending task. Retailers who neglect their existing customers should not be surprised if no customers come into the shop. After all, satisfied customers would certainly buy something from the shop again. But a shop can quickly be forgotten. That is why retailers must stay in touch with their customers. Simply slipping a leaflet into a shopping bag, encouraging customers to sign up for a newsletter, can work wonders. By sending regular updates, special offers and discounts via email, retailers can draw satisfied customers back into the shop.
No additional customer service
As well as expert personal advice, customers expect excellent customer service in brick-and-mortar retail. If customer service is lacking, positive word of mouth will not spread. A harmonious shop design, inspiring background music, well-coordinated lighting and a friendly, attentive welcome create an atmosphere of well-being. Examples of special customer service include a free delivery service for high-value products, a demonstration for products that require a detailed explanation, a gift-wrapping service, smart mirrors and changing rooms, refreshments whilst customers wait, or special return periods for regular customers.
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