Opinion: Lessons in retailer communications

The retail sector has been turned upside down in 2020: compulsory face coverings, one-way systems, contactless payments, the rise of Click & Collect… The pandemic has forced retailers to reinvent themselves to meet the new expectations of their customers.
According to a recent survey of 114 British and French retailers (Critizr Jan 2021) , 91% said that the crisis has impacted their customers’ shopping experience. This underlines the importance of listening to both staff and customers to deliver a quality customer experience.
Nearly half the retailers surveyed (48%) have made concrete changes and achieved positive results: increased online sales, better communication between customers and in-store staff – and 80% of retailers claim to have seen increased customer loyalty as a consequence.
We have seen that under the pressure of this health crisis, retailers have been able to evolve. It remains unclear whether these changes will continue over the long term and if the sector will be able to maintain and develop this relationship with both staff and customers.
As we enter 2021, customers continue to express their concern about the pandemic and their need to feel safe in stores. It is essential that retailers continue to build on what they have already put in place or consumers will quite simply switch to other providers. And the lessons of 2020 would mean nothing.
Now more than ever, when people are seeking to get closer, to create or rekindle connections, our relationships with others remain essential. Let us hope that retailers have fully understood this.

Sophie Delcroix
Managing Director
GS France