Your customer wants it all and has come to expect it all. Big box stores and warehouse clubs have allowed shoppers to become accustomed to the one-stop shopping experience where they can find all the products they need under one roof.
More and more retailers
are jumping on this trend to deliver convenience and to keep shoppers
in their stores longer, instead of just popping in for one or two
products. Over the summer, Canadian Tire opened two new small-concept
stores in northern Ontario. In addition to its regular product
offerings, the stores house a Mark’s Work Wearhouse, a garden centre
and an onsite gas bar. Now, when Dad runs in for a new brake pad, Mom
can tour the garden centre and browse the clothing racks. Loblaws and
Wal-Mart are two other retailers that have been working over the past
few years to bring an array of products (groceries, flowers, home
décor, electonics, clothing, etc.) to their customers via a superstore
format.
There are also a few new florists out there catching on to the trend.
In Portage la Prarie, Man., a combined florist and salon called Primary
Design opened its doors in April. Florist Shanna Cote co-owns the shop
with her daughter-in-law Sherry-Ann Soos, who is a hair stylist and
nail technician. When customers come for a salon trim or manicure they
can also pick up a bouquet of blooms. Cote says with weddings, the
combined business is perfect for bridal parties who need their hair and
nails done as well as their flowers. The shop also offers special deals
during holidays like Mother’s Day where customers can purchase an
arrangement and a manicure for Mom.
Toronto’s Flour Studio is another example of a creative business combo.
The shop is both a florist and a bakery, a blend that co-owners
Jennifer Yang and Esther Ha thought was only natural, especially with
women. Flour Studio opened in February and Yang says shoppers love the
convenience. For clients planning special events and with time-strapped
brides, Yang says Flour Studio offers customers “one less vendor to
work with.” The shop also attracts new customers that might never have
wandered into the store. “It’s the food that drives them in and then
they start looking at flowers,” she says.
Both florists illustrate how cashing in on a trend can pay off. For
those willing to take the risk, you’ll need to research your customer
demographics before you take a chance on a whole new product or
segment. Look at the age of the clientele that frequent your shop and
think about what products appeal to that market. Is your neighbourhood
lacking a particular service that you could provide? As you ring
customers through the till, casually ask them where they’re headed next
or what they’ve got planned for the day.
Better yet, take a peak at what shopping bags they bring in your stop
or the types of food or beverages they’re snacking on while they browse
your shelves. By reading into these little clues that your customers
give you, you’ll be able to stay competitive and offer shoppers a niche
business that serves up just what they’re looking for.
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