THE PLAYBOOK FOR INDEPENDENT RETAILERS
Winning in the belonging economy An Associated Independent Stores (AIS) insights report examining consumer attitudes to retail and the opportunities for independents
Associated Independent Stores (AIS) is the UK and Ireland’s leading buying and services group for fashion, home, and leisure for independent retail.
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This year, we are celebrating our 50th anniversary. To mark the golden occasion, we have commissioned research into the current landscape that independent retailers are operating in. Times are tough for the high street, but our research has uncovered a desire from consumers for ‘feel-good’ shopping – exactly what independent stores are uniquely positioned to provide. This report details the findings from the survey, what it means for independent retailers, and actionable steps to capitalise on the rise of shoppers looking for a more personal shopping experience.
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Contents
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4
INTRODUCTION : A New Chapter for Independents
5
WHO WE SURVEYED
7
KEY FINDINGS
8
MEET OUR EXPERTS
9
SECTION 1 : A New Era of Growth for Independent Retail
16
SECTION 2 : Why Consumers Choose Independents
25
SECTION 3 : The Power of Feel-Good Retail
32
SUMMARY : Insights to Empower Independents
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INTRODUCTION
A New Chapter for Independents Most will recognise retail is changing quickly. Consumer mindsets act as the compass for retail to follow and the direction of travel is shifting. But a new path means new opportunities – especially for independent retailers. This isn’t just theoretical thinking either. Our research found more people are shopping at independents – a significant proportion of which are younger customers. This shift in the retail space can, like any change, understandably be viewed with apprehension. But for independent retailers, this shift in consumer attitudes lends itself well to the very things that make them stand out from the crowd. All this is to say, these retailers are uniquely positioned to win over the savvy shopper that is looking for something different.
This report is split into three key sections, based on the findings of our research. The first looks at the opportunity for growth for independents, while the second explains the reasons why consumers are choosing independents over well-known chains in more detail. Finally, the third section examines what exactly is meant when we talk about the power of ‘feel-good retail.’ I’m excited to share these findings with our Member and independent retailers, particularly those who may be feeling concerned about what the future may hold for them. This is the start of a new chapter for retail and independents look set to take the lead.
Sue Kemp AIS MANAGING DIRECTOR
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WHO WE SURVEYED GENDER
1032
968
The research surveyed 2,000 UK consumers over the age of 18.
Males
Females
Field work took place in April 2026.
HOUSEHOLD INCOME
AGE
213
336
312
337
335
respondents were between 18 – 24
respondents were between 25 – 34
respondents made £15,000 or less
respondents made £15,001 – £25,000
respondents made £25,001 – £35,000
340
308
241
217
120
respondents were between 35 – 40
respondents were between 45 – 54
respondents made £35,001 – £45,000
respondents made £45,001 – £55,000
respondents made £55,001 – £65,000
803
107
202
129
respondents were 55+
respondents made £65,001 – £75,000
respondents made £75,000 or more
respondents didn’t say
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LOCATION
1
260
7
275
8
172
9
188
10
149
11
176
12
Greater London
80
North East England
10 2
South East England
7
12
8
3
9
4
4
6
11
1 3
5
West Midlands
164 Scotland
East Midlands
2
164
Yorkshire and the Humber
East England
6
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North West England
South West England
5
224
92 Wales
56
Northern Ireland
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KEY FINDINGS
Young consumers (18-34) were
75%
67%
60%
of consumers shopped more, or as much, with independents over the past 12 months
more likely to have shopped with independent stores
of consumers agreed that feel-good retail is about quality, not price
64%
51%
70%
of consumers believed that making more considered purchases that feel good is important during times of financial difficulty
of consumers said that shopping locally makes them happier than buying low-cost items
of consumers believed that shopping with independents reminds them of how shopping used to feel
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MEET OUR EXPERTS
Devlin Lindeque
Emma Rackley
DIRECTOR OF FASHION, SPORTS & LEISURE AT AIS
DIRECTOR OF FURNITURE AND HOME AT AIS
Devlin brings over 20 years of experience to AIS. He has worked with Disney, Mothercare, and Merlin Entertainments, with expertise in leading buying and design teams as well as constructing and developing ranges across multiple product categories.
Emma leads the home division at AIS, drawing on her experience as commercial director at Bensons for Beds and head of buying at Very to deliver the AIS product strategy. Her responsibilities include identifying emerging trends and curating a compelling mix of suppliers to support Members’ retail success. She is also focused on strengthening the INDX show proposition.
Liz Mouat
Georgina Kelly
SENIOR CATEGORY MANAGER HOME AT AIS
DIRECTOR OF MARKETING AND DEVELOPMENT AT AIS
Liz has recently joined the AIS home team, bringing over 25 years of experience in the home, beauty, and gifting industry. With a strong background in buying and product development, she has worked with renowned brands such as Laura Ashley, Home Retail Group, and Next. Liz is passionate about creating inspiring, high-quality product collections.
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George is responsible for the marketing and communications strategy across the AIS portfolio of brands to ensure Members are supported, INDX trade shows succeed, and AIS’ profile grows. George has worked across retail, leisure, and education developing brand strategies for over 30 years, including Debenhams, Warwick Castle, Bullring Birmingham, and the University of Leicester.
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SECTION 1
A New Era of Growth for Independent Retail You don’t need to look far to find news of a high street at breaking point. But if you begin to dig deeper into the shopping habits of consumers, the picture for independent retailers is more positive than many might assume.
Recent reports 1 have found many Britons want to see more independent retailers, while younger generations are taking a stand against retail heavyweights in favour of a new ‘flavour’ of establishment, in the form of independent shops. 2
1.
www.talkingretail.com/news/industry-news/85-of-brits-want-moreindependent-shops-on-uk-high-streets-20-01-2026/
2. www.bbc.co.uk/news/articles/c3dpjvy5em1o
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THE FINDINGS
Our research reinforces this sentiment.
30% of respondents reported an increase in spending at independents in the past year, a figure that rose to 50% among young shoppers (18-34). This means that young shoppers were 67% more likely to have shopped with independents.
39%
There was also a clear strong intent from shoppers to continue spending more with independents, with 41% expected to spend more in independent fashion retailers. At the same time, only 25% reported shopping more at big brand chains, while 32% said they shop less at these retailers.
38% 17%
Key growth sectors:
Fashion
Home/ interiors
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30%
of consumers shopped more (75% shopped more or as much) at independent stores in person over the past 12 months. This rises to 38% in Greater London, 39% in Northern Ireland; drops to 17% in Brighton.
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WHAT THIS MEANS
Our research shows a significant shift in attitudes towards shopping. Young people (18-34) in particular are setting the tone for what they expect from the purchasing process. They want change. They want something unique. They want independents. This signals a restructuring of the nation’s shopping habits from the ground up, rather than a temporary shift in behaviour. Since the increased prevalence of hybrid working, local shops have become a haven for
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those who call their home their office. A group of well-known names all selling the same things is no longer the priority. With such positive signs of desire to spend with independents, in particular those that are family run, retailers need to act on this golden opportunity by prioritising the very thing that sets them apart – individuality.
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OUR EXPERTS’ VIEW
Today’s customer expects choice, not just price, but that doesn’t mean independent retailers have to have big ranges. Instead, they must adopt a clear ‘good, better, best’ product architecture. It’s a great way to create trade-up opportunities and make it easy for the shopper to find value at every price point. This creates confidence and loyalty in your store while still protecting your margins.
We’ve seen a resurgence in recognised lifestyle brands returning to the independent channel as consumer shopping habits have evolved. These brands bring familiarity and confidence, while independent retailers can then also differentiate themselves through complementary niche collections, expert service and local knowledge.
One of the biggest shifts we’ve seen across the AIS Membership since the pandemic is the importance of creating a compelling reason for customers to shop independently. Through our strategy forums, we regularly share insights on what’s working, and one principle consistently stands out: retailers with a well-balanced product architecture are performing strongly. Giving customers trusted entrylevel brands alongside premium and aspirational products creates choice without compromising identity.
In home and furniture, the same principle applies, but differentiation comes through exclusivity. Working with our global supplier network, we’ve focused on developing exclusive product collections and strengthening our own-brand offer, giving independent retailers products customers can’t easily compare online or find on every high street. In today’s market, creating genuine points of difference is more important than ever.
Devlin Lindeque
Georgina Kelly
DIRECTOR OF FASHION, SPORTS & LEISURE AT AIS
DIRECTOR OF MARKETING AND DEVELOPMENT AT AIS
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WHAT YOU CAN DO
Independent retailers have the freedom to tailor their shopping experience to customers’ desires To capitalise on this new generation of shopper, we have compiled these top tips.
For fashion and department stores:
Build your range around ‘good, better, best’. Offer clear opening price points, mid-tier products and aspirational premium pieces to appeal to different budgets.
Create reasons to discover. Refresh key displays with new arrivals, seasonal edits, local products or current trends.
Don’t overcrowd. Younger shoppers value edited collections to make decisions easier.
Merchandise by lifestyle not just category. This inspires customers and helps them to grow basket size.
For homeware and furniture stores:
Allow people to take home swatch kits, fabric and wood.
Encourage test zones. Younger generations look for an experience when shopping.
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Promote your white-glove service. Premium delivery and customer care is expected, with shoppers craving complete assurance of the integrity of their goods right up to handover.
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HOW IT’S WORKING IN RETAIL
Jarrolds Department store FOUNDED
1770 LOCATION
Norwich town centre GROUP CHIEF-EXECUTIVE
“A family company that keeps people at its heart.” Jarrolds has proven that expert service, knowledgeable teams and staunch customer loyalty creates the perfect mix to stand the test of time. It epitomises how independent departments can remain competitive and distinctive in such a changing retail economy. For more than 250 years, Jarrolds has spent time working with its customers to understand their wants and needs and has established itself as one of the UK’s most widely recognised and applauded independent department stores. The core of its success is linked to the curated approach taken
to retail that combines a strong sense of local place, innovation and heritage. The Norwich retailer has crafted its reputation around offering products with a narrative and sourcing different brands, exclusive ranges and local produce that customers would have to look hard to find anywhere else. Both online and in-store, Jarrolds creates a lifestyle-led environment for customers to immerse themselves in. They leave feeling refreshed rather than exhausted and the shopping experience is made to be about much more than making a purchase. The store
continually updates its product ranges, giving customers a reason to keep coming back. While a historic pillar of Norwich’s town centre, Jarrolds has tastefully kept up with the times. Its physical and digital channels share the same curated brand experience that customers know and love. New product launches, seasonal collections and lifestyle-focused content come together to create an omnichannel journey that doesn’t feel out of place.
Nick Steven-Jones
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AIS MEMBER PERSPECTIVE
For Jarrolds being an independent means making decisions with our customers, colleagues and community in mind, while staying true to the values that have shaped the business for more than 250 years. Independent retailers bring character, personality and a genuine sense of place to our high streets. They create experiences that feel distinctive and build long term relationships with customers. It’s also important to contribute to the success of the communities they serve through as many avenues as possible outside retail therapy. In a world where many retail environments can feel increasingly similar, independence gives businesses the confidence to be different. It allows us to champion local suppliers, respond quickly to changing customer needs and invest in experiences that reflect the county we’re proud to be part of.
Spokesperson JARROLDS
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SECTION 2
Why Consumers Choose Independents We know consumers want to spend more of their money with independent retailers, but what are the reasons behind this shift in buying habits?
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THE FINDINGS
Our research found the top three drivers influencing consumers to spend more money with independent retailers were:
37%
31%
29%
support the local community
better customer service
28%
unique/distinctive products
40%
When it comes to the type of shopping consumers are doing in independents, 40% said they use it for key purchase moments, namely gifts, followed by inspiration browsing and experiential shopping.
45%
This follows evidence of a rising issue with choice fatigue:
49%
of respondents said they experience choice fatigue, which rose to 69% among 18-24s.
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Supporting the local community was a bigger factor in Brighton (45%) and Wales (40%). Edinburgh ranked highest for valuing a better customer service (37%).
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WHAT THIS MEANS
These findings reinforce the idea that consumers are increasingly seeking alternatives to the scale and uniformity of larger chains. For many shoppers, the retail experience can feel repetitive, with limited opportunities for discovery, individuality, and meaningful choice. The opportunity for independents here is clear. These businesses win when they simplify, curate and differentiate their stock.
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OUR EXPERTS’ VIEW
Independent retail offers something unique and special for customers, so I’m not too surprised that this is what people are searching for in favour of homogeneous products from well-known retailers. However, it is so important that independent retailers properly showcase their products in-store. You want to ask yourself, how are you selling a dream to customers? It can be little things such as moving things around the store to keep things fresh, or investing in visual merchandising through window displays and stands. Customers go to independents because they feel valued and special, and making the store welcoming and even adding touches such as a gift wrap service, only serve to reinforce this.
At AIS, many of our Members have become an integral part of their local communities, creating places where people don’t just shop, but spend time, seek advice and build relationships. We see stores hosting demonstrations, styling events, product launches, coffee mornings, business breakfasts and local group meet-ups, helping to bring people together while strengthening loyalty. These activities require investment and commitment, but they reinforce the retailer’s role at the heart of the community. Equally important is the expertise that independent retailers provide. Whether it’s fitting the perfect bra, helping a customer choose the right mattress, designing a living space or recommending products that genuinely suit an individual’s needs, knowledgeable service builds trust and confidence. Consumers increasingly want to know the story behind what they’re buying. Independent retailers are uniquely placed to tell those stories. That combination of expertise, authenticity and personal service is something customers remember long after they’ve left the store.
Devlin Lindeque
Georgina Kelly
DIRECTOR OF FASHION, SPORTS & LEISURE AT AIS
DIRECTOR OF MARKETING AND DEVELOPMENT AT AIS
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OUR EXPERTS’ VIEW
Buying furniture is one of the biggest purchasing decisions people make for their home. Independent retailers have a real advantage because they combine carefully selected ranges with knowledgeable advice and personal service.
AIS Members pride themselves on customer service. This is one of the biggest things that sets them apart from high street chains. Staff have often worked in the shop for a long time and have built strong relationships with customers.
Success isn’t about having the largest showroom, it’s about helping customers buy with confidence.
Shoppers have a wonderful experience in independents, they come out confident in their purchasing decision because of the carefully curated range of stock. That’s why it’s so important for independents to put themselves in the shoes of their customer and pinpoint what they want to deliver. Making the shopping experience as simple as possible through techniques such as zoning is a really easy way of harnessing this.
At AIS, we are always trying to find new and emerging suppliers and brands to give customers a fantastic choice when they go shopping. Our Members are also keen to have a variety of products that sets them apart from the rest. It’s also important that retailers are clear on the range of products that they want to sell. Keeping it concise and focused ensures clarity for customers in the shop and a small selection delivers an authoritative range.
Everyone loves a freebie too! Offering samples to customers or even asking your supplier for free merchandising can go a long way.
Emma Rackley DIRECTOR OF FURNITURE AND HOME AT AIS
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Liz Mouat SENIOR CATEGORY MANAGER HOME AT AIS
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WHAT YOU CAN DO
The implication for independents here is clear – showcase what makes you stand out from the crowd. You want to curate and not overwhelm when it comes to choice. Tighten the products you have on offer and create a strong point of view for every customer that comes into your shop. You need customers to think of your shop when they have a birthday or special occasion coming up. Position yourself as a destination for gifting and discovery and make that the focal point of your store. Highlighting your local identity and place within the community through uniqueness in-store and online is a sure-fire way to spark conversation through word of mouth and organic advertising. By simplifying consumer decision-making through merchandising and storytelling, independents can slot themselves into the gap formed by the overwhelming repetition on the high street.
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We recommend:
Merchandising complete room sets, not individual products – get customers to buy into a lifestyle
Leading with a story: let customers understand materials, comfort, durability and productprovenance
Investing in training - expert advice and product demonstrations remains the big competitive advantage for indie stores
Removing barriers to buying and investing in finance options, guarantees and after sales
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HOW IT’S WORKING IN RETAIL
Stringers Lytham Department store FOUNDED
1852 LOCATION
Lytham, Lancashire CO-DIRECTORS
Stringers department store in Lytham is focused on editing and simplifying its product range and acknowledges that, while it is hard to commit to a select few lines rather than hedging bets across various products, it is essential for good business. Connected to this is the product flow of the store. Each shelf is carefully curated to provide a seamless shopping experience for customers. Each department has its purpose and each item has its place. As Damian Clarke, co-director at Stringers Lytham states, “department stores are like Rubik’s cubes, you have to work hard to keep things together or else the whole thing loses focus.”
Stringers is also a stellar example of the impact of good customer relations. The store prides itself on creating an emotional connection to its customers, and the team acknowledges that once established, this kind of bond is hard to break. Most importantly, the Stringers team is keen to make sure every relationship is genuine, as the customer feedback message below indicates: “I would like to write to you to thank you for such a wonderful experience in your beautiful store over the recent half term holidays. We were visiting from the south (Hertfordshire) to see relatives in Preston and stayed in Lytham….
I just wanted to congratulate you on having excellent floor planning, VM, product selection and excellent customer service. I went into the store many times over that week and each time was an absolute joy. I bought quite a few items from the ladieswear section that I probably wouldn’t have done in my local John Lewis! The staff were so courteous, helpful and kind. I took my mother-in-law to treat her for her birthday and again the ladies were so respectful and interactive. It has been such a refreshing change to shop in such a wonderful independent department store that you just don’t get to do these days. I hope to visit you again on my next trip up north.”
Damian and Jenny Clarke
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HOW IT’S WORKING IN RETAIL
More than 170 years after Antonio Arighi and Antonio Bianchi founded the business, Arighi Bianchi remains proudly family owned and now operates under its fifth generation. What began as a small workshop in Macclesfield has grown into one of the UK’s most distinctive furniture and interiors destinations.
Arighi Bianchi Home furniture store FOUNDED
1854 LOCATION
Macclesfield, Cheshire
Today, the business is led by CEO Sarah Bianchi alongside Members of the wider Bianchi family, continuing a tradition of craftsmanship, innovation and exceptional customer service. While much has changed since 1854, it is clear the family’s passion for beautiful homes and inspiring spaces remains at the heart of everything they do.
CEO
Sarah Bianchi
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The store boasts an elegant collection of furniture and
homeware over four floors and seems to live up to its billing as an “immersive hub of style and sophistication”. But it’s not just the dedication to quality that stands out here. As one of Macclesfield’s long-standing family businesses, Arighi Bianchi is also committed to giving back where it can, whether it’s creating local jobs or supporting causes and organisations that make a real difference across the community. This is highlighted no better than with its 10-year partnership with the Rossendale Trust, a local charity dedicated to empowering adults with learning disabilities to live independently. Through the WorkTaste programme, many individuals have been afforded the chance to experience work in the office and café bar areas of the
business while building their confidence and skills. It is this family-run, multigenerational feel to the business and community focus that really connects with its customers, as demonstrated in this customer feedback: “I cannot fault the helpfulness of all the staff at the store – I have been coming for furniture etc for over 50 years. The products I have bought have always been of great quality, with much choice and helpful assistance. I bought a bed and mattress this time on recommendation and it is so comfortable and fashionable. It’s still my favourite shop both to look through and buy from.”
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AIS MEMBER PERSPECTIVE
Being independent gives us the freedom to make decisions around our customers, our team and the future of the business. We can choose products with personality, respond to what customers are asking for and create unique experiences that give people a reason to visit – and, importantly, want to return. For a store like ours, that individuality matters. People feel that coming to Arighi Bianchi offers something they cannot find everywhere else, whether that is an unexpected discovery, specialist advice or an afternoon exploring the store. Family ownership brings a personal responsibility, too. Our name is above the door, and every interaction contributes to a reputation built over generations. We take a long view: the relationship does not end when someone makes a purchase. How we deliver, resolve a problem and welcome them back matters just as much. That reputation underpins our marketing, in store and online. Our website and social channels help us reach beyond our local area, but the personality, expertise and care customers associate with Arighi Bianchi must come through wherever they find us. Heritage gives us credibility; fresh ideas keep us relevant. Independent retailers bring character, employment and connection to their towns. Our future depends on protecting those strengths while continuing to evolve. We cannot assume that what worked yesterday will be enough to attract tomorrow’s customer.
Spokesperson ARIGHI BIANCHI
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SECTION 3
The Joy of Retail So far, our findings have shown what consumers want to feel when they go shopping. The ‘joy’ of retail isn’t just a catchy phrase; it’s a scientifically backed proof point for shoppers and sellers alike. And our research shows it’s a real sticking point for consumers. When we purchase an item (and even in the lead-up to it) our brain releases ‘happy hormones’. This eases feelings of sadness and gives us a sense of control that boosts our wellbeing. But what does this mean for independents, and how can they make sure every one of their customers can experience this joy when they shop with them?
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THE FINDINGS
79%
64%
51%
of respondents said they prioritise considered purchases that feel good.
of respondents said shopping locally makes them happier than buying low-cost items.
46%
50% 57%
40% 54%
42%
66%
of respondents also said they felt less lonely when visiting independents.
of respondents said they prefer staffed stores and human interaction.
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Visiting independents makes 42% of shoppers feel less lonely - 54% in Greater London and 46% in north-west England. 61% consider feel-good retail to be about quality rather than price. This rises to 79% in Edinburgh and drops to 50% in Leeds. Meanwhile, 57% of customers in Manchester are happier shopping locally than buying low-cost items.
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WHAT THIS MEANS
These findings strike at the heart of why consumers are seeking out independents. For many, especially the younger generation and those who work from home, retail is no longer just transactional – it’s emotional and social. Independents are uniquely equipped to deliver this sense of connection and belonging that retail giants fail to. That’s because independents, often family run and multigenerational themselves, know their customers by name or have a strong affiliation with the local community, making genuine conversation part of the shopping experience.
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OUR EXPERTS’ VIEW
Buying more expensive products, but more meaningfully, is a great sentiment. Independents have the biggest opportunity to capitalise here because they’re supplying brands that tend to be well-established and well-respected within the sector – especially when it comes to homewares. A lot of these products come with lifetime guarantees which rings true to the feel-good factor that buyers have when making considered purchases with independents. The experience is meaningful and rewarding as well as the product. For those who work from home, I do see how shopping locally and with independents can help with feelings of loneliness. By getting out and about in their local communities, shoppers make connections that they wouldn’t get to do with the well-known retailers. I can think of one particular case in which one of our Members turned an unused space in their store into a community hub and invited people in for a drink. This is a fantastic example of how independent stores can really make a difference in their local area while simultaneously improving business prospects.
Liz Mouat SENIOR CATEGORY MANAGER HOME AT AIS
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WHAT YOU CAN DO
As an independent retailer, you’re probably already doing most of these things daily. But to ensure you can make the most of the feel-good shopping factor, focus on the little things because they really do go a long way.
We recommend:
Highlighting your family and heritage. Why not create a display showcasing your history?
Personalising the experience by encouraging customers to ‘meet the team’
Clearly tagging items or brands that are exclusive to you
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Explaining the importance to staff of recognising familiar faces
Cross-promoting other independents – it benefits all of us to build a community network
Embedding events and local partnerships into your annual plan
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HOW IT’S WORKING IN RETAIL
Bradbeers Department Store Department store FOUNDED
1837 LOCATION
Romsey & Salisbury STORE MANAGER
Sharon Rolls
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In Bradbeers’ cosmetics department, staff member Debbie has become a familiar and much-loved face for customers. Many now visit not just to shop, but to chat with her — often bringing their dogs along too. Debbie always keeps dog treats on hand, making every visit extra special. The store has even created a dog photo book celebrating the regular four-legged visitors, which was gifted to Debbie. The restaurant team also plays a key role in creating meaningful connections. For many customers, they are the first people they see that day and sometimes the only people they will chat to all day. The team knows many customers by first name, building genuine relationships that keep people coming back — sometimes just to see the team as much as for the food. Together, these personal
touches help create a welcoming, community feel that truly sets Bradbeers apart. The stores’ lingerie department recently hosted menopause evenings in the restaurant, providing a safe and welcoming space for around 40 ladies to come together. These events featured a local doctor and a menopause specialist who shared expert advice and guidance. There is also a question whiteboard that allows attendees to ask anything anonymously, alongside food and light refreshments to create a relaxed and comfortable atmosphere. These evenings have helped the store become a trusted part of the local community. Customers value the opportunity to openly discuss concerns, learn from professionals, and connect with others.
The department store also offers specialist post-surgery bra fittings and prosthesis for customers who have experienced cancer, ensuring they receive expert support in a sensitive and comfortable environment. Following these fittings, the team organised coffee mornings, bringing together groups of ladies who are going through similar experiences. This initiative strengthens the company’s role within the community. By creating opportunities for connection and support at such a difficult time for customers, the store builds lasting relationships, and many customers return knowing they will always find empathy, understanding, and a welcoming environment with the team.
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AIS MEMBER PERSPECTIVES
As Gandhi apparently said, ‘Customer is not dependent on us, we are dependent on him...We are not doing him a favour by serving him; he is doing us a favour by giving us an opportunity to do so.’
We have built an incredibly loyal customer base and a real Austins community, and customer service plays a huge role in that, alongside other strategic choices such as privilege accounts and local community support. We have regular customers who come in as much for the conversation as for the shopping, and our staff know many of them by name.
This is the spirit in which we try to serve our customers. On occasions, we will receive a phone call asking us if we can deliver some chairs for an older person to try out at home – and of course the answer is ‘Yes’. Face to face kindness wins. Much of my time is spent chatting to past customers!
In a world where so much has moved online, there are lots of people who crave real-life interaction, and we are proud to be somewhere that still offers it. That genuine human connection is something the big chains and the algorithms simply can’t replicate, and it is exactly where our success lies.
Dianne Pressley
Lily Austin
MANAGING DIRECTOR AT A . J. MILLICHAP LTD.
EXECUTIVE ASSISTANT AT AUSTINS
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SUMMARY
Insights to Empower Independents The results from our research highlight three key areas for independent retailers to focus on:
Growth momentum
Consumer preference drivers
Emotional/ experience-led retail
All three of these points can be tapped into through independents focusing on their individualities. The poignant thing about the research is that it isn’t telling independent retailers to do something different. Instead, it’s proving that doing what makes them stand out from the crowd is the exact reason why people want to spend more money with them. There is no denying that times are tough for retail. But there are opportunities for independents. In a time where social isolation and similarity have become the norm, shoppers are demanding more from their retail experience.
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As an AIS Member, you get access to buying power and points of difference that truly set you apart.
BECOME A MEMBER TODAY
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0121 711 2200 membership@aistores.co.uk aistores.co.uk
Cranmore Park, Cranmore Avenue, Shirley, Solihull, West Midlands B90 4LF, UK