Artisan Essentials 2025

ARTISAN ESSENTIALS specialityfoodmagazine.com 19 The feedback you receive could help shape your business for the better; after all, by giving customers what they want they’re more likely to return time and time again, and better still theymay feel more connected with what you do.” Invest in service Great customer service is a source of pride for independent retailers across the board, but whenmanpower and time is tight it can be easy for standards to drop. It may seem like a ‘nice to have’ rather than a necessity, but never forget that many customers shop in independents because of the experience and connection they receive – and whichmultiples can only dream of offering. It can appear to be a luxury rather than an invaluable tool in your business’s arsenal, especially during particularly busy periods and when resources are tight – an indulgence to chat to customers when the day- to-day of running your shop is falling behind – but customer service is worth its weight in gold. Consumers are likely to recommend businesses due to an enjoyable interaction, but are even more likely to steer potential customers away by telling them about negative experiences – and this kind of news travels fast. Similarly, it’s important to ensure that customers will be as happy with their purchase when they get home as they are in-store by optimising quality and taste at every turn. “Avoid poor customer service at all costs and do not allow your product quality to slip,” advises Victoria. “Refrain from overcomplicating the purchasing process and do not make exaggerated claims about products. Once trust has been eroded, youmay struggle to get your customers back.” building strong relationships. “To build customer loyalty, focus on creating strong relationships through open communication,” advises Victoria. “Pay attention to your customers’ needs and preferences, seek feedback, and address concerns quickly to build trust. By building a community around the brand, and genuinely caring for customers, businesses can achieve long-lasting loyalty and on-going success.” Consistent quality, excellent customer service and regular engagement are key to keeping customers loyal, says Victoria – and communication shouldn’t be one- sided. “Ask for feedback to understand their needs and preferences,” she says. BY BUILDING A COMMUNITY AROUND THE BRAND, AND GENUINELY CARING FOR CUSTOMERS, BUSINESSES CAN ACHIEVE LONG-LASTING LOYALTY AND ONGOING SUCCESS DOS AND DON’TS OF CREATING LOYALTY Do: Invest in customer service Create a cohesive brand Offer perks and incentives Don’t: Let quality slip Make exaggerated claims CONSIDER LOYALTY SCHEMES Loyalty perks are nothing new and work for many businesses, so it’s well worth investing time into a rewards scheme – think buy nine coffees get the 10th free, or a free lunch on their birthday – to give customers a sense of value. “Loyalty incentives or promotions can encourage repeat business,” says Victoria.