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Friday Retailer Flex – Episode 31

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Reset, Reboot, Clean Up, and Press on. The NBDA is totally on your side.

Support the show

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The Friday Retailer Flex – Episode 31

Fri, 10/22

SUMMARY KEYWORDS

retailers, store, offer, consumer, bike, shop, mbta, frictionless, dealers association, flex, membership, member, feel, experience, norm, connection, emails, shopping, mind, service

SPEAKERS

Heather Mason, NBDA

NBDA   00:10

You are listening to bicycle retail radio brought to you by the National bicycle Dealers Association.

Heather Mason  00:16

Welcome to the Friday retailer flex so weekly pointed, digestive, inspirational and actionable insights you can implement today to take your business to the next level. This is NBDA President Heather Mason. If you’re a first time listener, be sure to check out the previous episodes and do us a huge favor leave a review. It helps members of our industry find our podcast. Today’s flex is centered around pushing that reset button and some personal tips of mine that I want to share with you for retail success. For the past few days during my morning run, thoughts of the new consumer and the aftershock of the global pandemic has left my mind swirling. Every day I have a unique opportunity to speak email or text with multiple shops, conversations that leave my mind spinning the pieces in place. I know it’s not enough for me to communicate to you the information you need such as bike availability. But more I also want to be able to provide you with feedback that I’m hearing from other retailers and compiling to offer tips, insight and suggestions based on these conversations. So this morning, I woke up and after getting the kids to school, it all clicked what today’s flex needed to be about. In our Monday mingle, I see tension in retailers faces. The conversations with community members and shop owners have a certain feel of vulnerability. And it seems that we’re all seeking a desire for safety, protection and seriously low stress situations. Feedback shows that the retail environment is feeling the subtle effects of this as well. As humans, we typically step away from tension. But I wonder if it would help us as retailers to walk towards it, embrace it and offer solutions. We have noticed that buying trends are scattered as consumers are taking control of obtaining their wants and needs and searching for anything that makes them feel good, healthy and safe. We want to get back to the norm. We want to spend time with our family, we value our time. By some estimates, we have jumped over a growth pattern of 10 years and as little as 18 months as ecommerce sales have vaulted. What we witnessed as normal shopping will never be the same. We have all changed. loyalty is that all time vulnerability high. People want it they crave it. We want to feel good about relationships and where we spend our money, and where we put our time and energy and it is time to reconnect and reaffirm to your clients, your riders your community that you understand as a retailer what they value in need, and that you are responding with inventory adjustments and additional communication. We need to deepen our connections now more than ever, we need to make sure we are offering a safe environment and an easy experience. We need to thank our customers invite them back again. Remind them how important they are to us. We need to create experiences that we can engage with them on a more personal level. Might it be a group ride, a picnic, or moments like the NBDA Costa Rica trip we just organized memorable moments. Although it is not something on the tip of our tongue like six months ago, it is still important to make sure the state the store is a safe environment. You should still continue to post specific guidelines and deepen your cleaning protocols. Make sure your employees are aware of these guidelines. Additionally, it is more critical than ever to pay attention to keep the store frictionless, uncluttered and not crowded. It should be easy for the writer to come in and find exactly what they need. For you. It’s important to pay attention to spots where dust old parts and papers could pile up. Remember that the consumer sees everything. Stand back. Look at your shop from the entrance to the dumpster inside and out. If you need help consider even hiring a professional cleaning service or commercial property care to help you keep up. Pay attention to the windows parking areas. Finish it off with making sure your staff is either in uniform or that each member looks clean and approachable and their unique style. Every effort pays off and paints an image in the mind of the writer of the value of that you have for your business. And it reflects on the consumers thoughts of how much they trust your product recommendation. They trust your service. They assume If the shop is clean and top notch, then you must be as well. You can use technology to help the shopping convenience, many options exist to offer a frictionless buying experience for your customer. These were things we had talked about months ago and we still do. But many shops have continued forward with this technology, although it’s not required now because we are allowing people in it streamlines services and advances the level of your retail environment. Things like mobile payments in store curbside pickup, digital screen browsing. Some shops are scheduling services pickups using things like hub tiger. Some stores are scheduling a one on one shopping experience to offer personalized bike purchasing with a sales associate. These are unique opportunities to create a customer centric environment. One that is tailored one that is uniquely something that you offer. We have witnessed a surge in digital shopping and you need to embrace this, make sure your website information is clear and distinct. Consumers searching should easily find you online work with outlets such as locally pointee, and other local listings to help with SEO. Having a website that is fast and easy to navigate with clear product descriptions and detailed images is critical. use social media to further enhance your online success. Use your customer data to connect with segment emails and use SMS when appropriate. These are new norms and expectations of our riders and truly create a customer centric experience. If you read my emails, or tune in weekly to our podcasts, I tilt many of my messages towards connecting with the customer, the in store experience and supporting online shopping encounters. At the retail level, these three things are what I would consider the essence of what we offer. Why would a consumer choose you with all the options available. Regardless if I am purchasing something in store, online or over the phone, one thing always happens. It’s human connection. At some point, I am connected to a person an item and experience. And at some time during that connection. I had a moment where I felt like this was it. This person, this website, this phone call convinced me made me comfortable. And I was ready to choose this to add to my life story. I will consider the most amazing part of why you choose to open your store is how you get to play a role in us. You retailer, you are the connection. You get to be that store. That person that brand or website that makes everything click, you get to change someone’s life with a new bike. You and your staff get to be a part of their new bike story, or even play a role in selecting a child’s first bike, your shop, your brand, your IBV that’s huge. So today, reset, reboot cleanup and press on the MBTA is totally on your side. The MBTA extends our things to our membership base. membership to the MBTA is open to retailers, industry suppliers, advocacy groups, organizations and individuals. If you’re not already a member of the MBDA do so today@nba.com membership not only supports your business but the industry at large, allowing you to stay close to the heart of the industry. If you’d like to support the show, don’t forget to subscribe. Share your favorite episode with friends and on social media. We appreciate your support. Thank you for listening now go be great.

NBDA   09:00

This has been bicycle retail radio by the National bicycle Dealers Association. For more information on membership and member benefits, join us@nbda.com

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The NBDA has been here since 1946, representing and empowering specialty bicycle dealers in the United States through education, communications, research, advocacy, member discount programs, and promotional opportunities. As shops are facing never-before-seen circumstances, these resources offer a lifeline. Together, we will weather this. We at the NBDA will not waver in our commitment to serving our members even during this challenging time—but we need your support.

Now is the time to become a member as we join together to make one another stronger. Whether you’re a retailer or an industry partner, your membership in the NBDA is one of the best investments you’ll make this year. 

Learn more about the benefits of being a member and join now.

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