When you are running a business in Henley-on-Thames, it is important that you are appealing to the people who pass your shopfront – whether they live in the town or are just visiting.
If you are struggling to gain their interest and this is leading you to lose confidence in your company, here are some of the top steps that you can take to appeal to customers in Henley-on-Thames in 2024.
1. Find an Excellent Niche
Before you even start up your business, you need to think about what your customers might be interested in – along with what other businesses are crowding the high street. For instance, if the surrounding area has a lot of gift shops, you might find that your target audience is flooded with choice already and are less likely to walk into your shop.0
You should therefore find a niche for your shop that you believe fills a gap in the market and that will appeal to the people living or holidaying in the area. You can do this by researching what is already there.
You might also ensure that your shop is related to what Henley-on-Thames is famous for (such as literature or the river), or you might connect it to the historical background of the town. By thinking about what your potential customers need and could be looking for, you will be ensuring that your shop is always your customer’s first pit stop.
2. Invest in a Great Sign
Once you have found a niche and have bought a premises in an ideal location, it is time to make sure that your shop can be easily found by the people who are looking for it. This means that you should invest in a great sign that is both bright and clear.
The sign should be large enough to read easily from a distance and should stand out among the other signs that are crowding the high street. You should also try to get it to stick out from your building so that people can see it when they are walking up the high street. You might also decide to put a placard outside of your shop to entice people in and tell them about any in-store deals.
Before you leap in and create this sign, though, you should learn the sign design basics that will help you create the sign of your dreams and that will mean that you do not have to constantly redo it because it is not effective.
3. Offer Relevant Products
To get people through your doors and get them to walk out with one of the items that you sell, you should be careful only to offer relevant products for those living or staying in Henley-on-Thames. For instance, there is no point in selling clothes that are perfect for a night out if there are no clubs or bars in your area.
By offering relevant products, such as boating equipment, you will be able to ensure that your shop is a port of call no matter what the economy or the current tourist season is like.
You should, though, try not to sell products that are too seasonal – or at least have a back-up option if your main trade is items that will only be appealing to your target audience throughout the summer months.
4. Change Up Your Window Display
To stop your potential customers from simply walking past your shop without a second glance, you should try to change up your window display regularly and create eye-catching designs and scenes that can pull people in and make them wonder why they have not previously purchased the items that you offer.
Your window display should be neat, tell a story and should match the upcoming seasons or celebrations – as this can get people in the mood for shopping and will make them think of how they would use the products that you offer.
It can also remind them of any gift-giving occasions during the upcoming season, such as Valentine’s Day and Easter. If you are struggling to create a perfect window display, you should look for inspiration online or hire a merchandising assistant to help you to make it sparkle.
5. Have a Friendly Workforce
Your customers are unlikely to buy anything in your shop if your employees are stand-offish and nasty, though. You should focus on employing a friendly and engaged workforce who constantly want to help your customers and enable them to have the best possible experience in your shop.
To do this, you will need to refine your recruitment process, such as by hosting group interviews where you can see your employees interact with others, and by running trial shifts. This will allow you to find employees who match your brand’s values and who can convince potential customers to shop with you.