Talking Shop with Clare Norris

We’ve enjoyed getting into the nitty gritty of some recent retail reports. The more we read, the more we see opportunity for independents to make the most of times ahead.

1. Advantage to bricks and mortar

‘As e-commerce growth normalises after its pandemic boom, the sheen has started to wear off the direct-to-consumer digital model that propelled many brands over the past decade. As lockdown restrictions lifted, shoppers have made it clear that although they still value online channels…shoppers also want brick-and-mortar experiences.’

‘physical retail have a new role in revamping customer journeys, requiring brands to look beyond tier-one cities to be physically closer to consumers.’

Source: Imran Amed, Achim Berg in The Business of Fashion

What we think:

  • Brands with physical spaces have a chance to increase their store footfall as customers head back to stores. Now’s the time to make sure the customer journey of your store is in line with your brand and looking its best, from the shop window through to the till points.
  • It’s easy to just keep on doing as you’ve always done, but consider how your local customer profile may have changed over the last few years and adapt accordingly, while of course remaining authentic and true to your brand.
  • We see big opportunities for retailers in smaller towns. People nowadays are less inclined to drive further to larger towns and cities. Going a shorter distance to your local small town will save on petrol and parking costs.
  • What about businesses in rural locations? So many more people are now working from home 2/3 days a week, rather than travelling into cities. This means that many rural communities, as well as smaller towns, will have a very different captive market from that of 2019.
  • Online only brands might have to work a bit harder. If you can’t commit to a permanent physical space, how about working with us to deliver a pop-up shop for your brand? This is a great way to attract more customers and get to know existing customers better, as well as showcasing your products.
  • And while there might be a shift back to bricks and mortar, never underestimate the value of a hard working website.

2. Providing value in tougher times

‘Brands will have to work hard to remain attractive to consumers, given the tough economic environment. Consumer behaviours … will depend greatly on household incomes. While higher-income households will be less affected by economic pressures and look likely to continue shopping for luxury goods, as in previous downturns, lower-income households will likely cut back or even eliminate discretionary spending, including apparel. Some will trade down, pivoting to value retailers, marked-down items and off-price channels while eschewing full price, premium and mass brands.’

Source: Imran Amed, Achim Berg in The Business of Fashion

What we think:

  • We can help you to shout about it when you’re competitive on pricing, though value messaging can be as much about the benefits of the product as it is the price. And we can also help you develop well considered deal packages. We will make sure your brand will always be reflected in the messaging.
  • Regular newsletters can help you to reinforce your brand credentials and convey to the customer that you offer great value products. We can help you to grow your mailing list and set up voucher codes for your customers. Is there an opportunity in your business to offer exclusive prices to loyal customers?
  • Tactical layout changes to your store and webpage can make a big difference. We offer Visual Merchandising and Product Handling advice along with hands-on help for shops and websites, so you can highlight the products that offer great value to your customers.
  • How can you increase your customers’ basket size? This isn’t influencing people to overspend when times are hard, just making sure customers aren’t popping next door or onto another site for something that you offer. You have a short time to keep customers on your website / in your store so both need to be easy to navigate. Are the right products displayed in your windows, at the entrance to your store, by your till points and on your landing page? Do you update these to keep your store looking fresh?

3. Knowing your customers

‘Businesses that are closest to the customer – and have a deep understanding of their changing priorities and spending abilities – will be able to create the most robust responses to this ongoing economic uncertainty.’

Source: Elliot Goldstein forthe MBS report

What we think:

  • We talked about this in our blog '2023 - Making the Most of Seasonal Events'. Independent brands know their customers better than most.
  • Use this ‘deep understanding’ of your customers to adapt your business. If you think that your customers are starting to shift their spending patterns, then consider this when planning future seasons.

4. Responding to issues that matter

‘How brands manage and communicate about issues that are important to consumers will be critical.’

‘brands … must show that they are making meaningful and credible change’

Source: Imran Amed, Achim Berg in The Business of Fashion

‘Consumers, especially younger generations, will expect brands to have a clear moral compass, and for their values to be reflected in the business’ operations.

‘If Covid-19, Black Lives Matter, and the war in Ukraine have taught us anything, it’s that being a bystander is no longer an acceptable response to injustice.’

Source: Elliot Goldstein for the MBS report

What we think:

  • It has never been more important to make sure your customers know when you are making changes for the better.
  • It is no longer acceptable for sustainable product to cost more and it is expected that you consider sustainability in every business decision from buying products to your own travel.
  • It is likely that we will see more UK manufactured products in UK shops due to supply issues. Tell customers when products are UK manufactured; buying British or local produce is a selling feature.
  • Customers are concerned with how you treat and pay your staff. If you’re a business known for treating your staff well, this can only be a good thing for the reputation of your brand.
  • We can’t underestimate the importance of businesses recognising and addressing issues that matter to their customers.


Here at Supafrank, we love working with incredible independents who we know have a deep understanding of their customers. We’ve all got to work extra hard to succeed in trickier times so we intend to start by:

  • Working with clients to help stores and websites work as hard as they can. And communicating great value
  • Deepening our relationship with customers so we are always in touch
  • Telling our customers we care about issues that matter to us both