More than shopping - why retail creativity has never mattered more
In a tough trading environment, it can be difficult to be positive. But something that continues to inspire and motivate us at Bookspeed is the creativity we always encounter from the diverse retailers we work with, especially in the independent sector.
Independent retail is awash with creativity, from inspiring product photography to imaginative window displays. We see it demonstrated by our customers every day. And when every purchase can sometimes feel hard-won it’s this innovation that retailers will rely on to persuade consumers to spend time and money on their product ranges.
Navigating an identity crisis
Retail is going through a period of change. The high street is facing an identity crisis. New technologies, climate change, political instability, inflation and changing consumer behaviours present multiple challenges. But there are opportunities to be found too.
Creative retailers can offer customers the connectedness, entertainment, and escapism they are craving, as well as products that can be useful or enjoyed. Retailers who understand how to add value to their communities will have an opportunity to thrive.
Escaping the digital world
While the Covid pandemic forced us to spend most of our time in the digital world, we haven’t completely stayed there. Footfall statistics tell us that consumers still want to experience physical shops. Recent research by payment solutions provider Elavon*, shows that one of the most common reasons a customer will walk into a bricks and mortar store is to view a product in person. Other reasons that rank well with those surveyed include a desire to support local businesses and the social experience of shopping.
Post-pandemic there is growing desire from consumers to shop locally and support small businesses, often driven by a social conscious. But goodwill can only stretch so far. The challenge for retailers will be to deliver a sense of belonging that can't be found within a typical shopping centre or some high-street chains.
We work with lots of independent retailers who are brilliant at cultivating a sense of community. They do this in myriad ways, such as delivering events, having an active social media presence, or portraying a clear set of values. Books are a product that can feed this, through shared reading recommendations, author events, or as a handy visual tool to communicate causes or topics that will resonate with customers.
Adding the human touch
As our society becomes more driven by technology and AI, it risks homogenization. The human touch may be increasingly sought after by consumers. There's an opportunity for retailers to stand out and cater for that need, whether that's by remaining focused on delivering a personal customer service or offering product ranges and displays that showcase individuality.
Tactile experiences that stimulate the senses will remain vital. The use of scents, sounds, colour, textures, and clever visual merchandising techniques can all contribute to making it special, guiding shoppers towards items they didn’t know they needed or wanted. We've seen time and again that beautifully designed books incorporated within carefully curated product displays can add to a stimulating shopping experience.
Curated experiences
Creativity in retail doesn’t require high-tech solutions or big budgets, nor is it limited to high street shops. We see many of our heritage retail or garden centre customers take innovative merchandising approaches that push the boundaries of what consumers typically expect to see in these spaces. We’re proud to offer high-quality curated book ranges that can play a role in that.
Entering the festive period, not everyone can compete with the high-spec window displays offered by the big brands. But there will always be demand for retail that offers a personal, customer-focused service with carefully curated product ranges that consumers can’t easily find with a Google search. Regardless of budget, sector or setting, creativity is a powerful tool to create destination retail that draws consumers away from the digital world and through the door instead.
Work with Bookspeed
If you would like to add curated book ranges to your product offering, get in touch for a chat or open a trade account.
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