While many independent retailers facing temporary or indefinite closures are focusing solely on numbers, that’s not the only option. Here, we present three leading stores that have instead taken a long-term approach, choosing to put customers at the heart of their concerns during this economic crisis.
Ruti is a clothing chain with 10 stores in the United States. Known for its opt-in facial recognition system and personal styling service, it had to quickly pivot to virtual appointments when its stores closed.
“With our customers no longer being able to come into our stores, we need to meet them where they are,” said Sharon Segev, chief technology officer. “It’s happened a lot faster than we anticipated, but this is the future of retail.”
By using video chat for these appointments, Ruti has allowed her 30 stylists to continue working full time, with no layoffs planned.
"The more we conserve our resources, the more we will be able to rebuild our customer base and grow it again. If we get rid of everything, we burn our bridges and it will be very difficult to rebuild."
Mexico City-based Lorena Saravia Butcher is a designer to watch. She was taiwan cp number recently seen on Netflix’s Next in Fashion and runs the boutique Lorena Saravia, which specializes in contemporary womenswear. An ambassador for human rights in Mexico City, she quickly responded to the COVID-19 crisis. Her idea? To create a T-shirt collection with 100% of the proceeds going to hospitals to purchase essential supplies during the pandemic.
In fact, corporate mission statements take on a whole new meaning in times like these. And retailers that stay true to their values, whether for profit or not, attract a lasting customer base. Strengthening community ties is priceless; it’s an investment that will pay off when the store doors reopen.
Sharon Segev mentioned that the relationship between Ruti's clients and its stylists is something the company has invested in for years. Now, it's taking that relationship to the next level.
“Our customers are home alone and it’s nice to just talk to someone, to talk about ordinary things,” she said. “Not all customers buy, and that’s okay. The important thing is that we keep the relationship.”
Streetwear boutique Off the Hook was one of the first Montreal stores to close its doors on March 16, saying the safety of its staff, customers and their families was its top priority. To encourage people to stay home and shop online, the store launched a limited-edition capsule collection called “Stay Home: 2020.” Designed by Laurent Faker, it features a tracksuit and T-shirts emblazoned with the collection’s name.
Every independent retailer is watching the numbers right now. But those who respond by putting customers first are the ones who will stay ahead.
“We are in a time of solidarity, especially among us retailers,” Segev said. “We no longer see others in our industry as competitors. We are all on the same side.”