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10 Back to basics We’ve seen a huge shift over the last few months in the way that businesses operate, from team structures to stock. So with lockdown slowly being lifted and many stores reopening, will independent retailers revert to pre-coronavirus operations, or is it worth going right back to the roots of independent retail? “Change requires a lever, and the recent situation has made companies review what they are doing,” Michael Boyle, managing director of Fresh Retail, tells us. “Many speciality retailers have grown into significant size operations, and with that came layers of management, red tape and a slight detour from what actually matters. This is a gift to step back as a business leader and think about why.” It’s a fine balance, though. JP Then, founder of Slerp and Crosstown Collective, a collaboration of independent food suppliers in London, says it’s also about being innovative: “I think now is the time for retailers to try something new,” he says. “We’ve recently seen some non-essential businesses open for the first time in months, and understandably, much of the focus in communications has been that customers should expect a new experience as businesses continue to adhere to Government guidelines. Customers are open to change, so now is the time to find a system that is efficient for your business operationally.” Taking time to reassess The concept of going ‘back to basics’ is fairly open-ended, and many business owners will interpret it differently. Edward Berry of The Flying Fork says the issue of stock is worth considering: “If you did diversify as an independent shop and started stocking basics – because, say, pasta was in shortage – do you stick with that or go back to independent origins, which is much more about provenance and local supply?” Another key question is about your customers: “Because farm shops have scooped up a huge number of customers as supermarkets were out of stock, there’s been a massive opportunity,” Edward says. “The big challenge now is hanging onto new customers because, rest assured, supermarkets will fight back.” Here is where opportunity lies for independents: where consumers are beginning to mistrust the big multiples, small retailers now have the chance to shout even louder about what sets them apart, from to be a big driver, too: that’s where independents take the upper hand.” Are consumers’ needs changing? The coronavirus effect has led to a seismic shift in consumer behaviour over the last few months. But the very nature of the food industry is that demand is constantly evolving. So how can you adjust to meet demand post- Covid-19 while still staying true to your brand culture? Putting customers first Customers have always driven change in the industry, and it’s often what leads to new products and services. But Covid-19 has certainly shed light on the importance of being able to adapt. “In F&B, you can’t not put customer behaviour front and centre of how you evolve your product, and the experience you’re looking to provide,” Joe Munns, CEO and founder of baking subscription service BakedIn, says. “What Covid- 19 has done is show just how rapidly customer behaviour can change, which means you always need to be thinking that step ahead when it comes to adapting a product offer, how you redefine it, how you make it better, even how you tell a different story around it.” Being flexible throughout lockdown has been key for many retailers that adjusted to meet demand, and this could still be key moving forward as coronavirus changes consumer habits. Arun Kapil, founder of Green Saffron, adds that coronavirus has led to many customers “pressing pause”. What we’re now seeing is people focused on the necessities, and seeking out comfort during a time that’s still uncertain for many. Customer needs So what do customers really @specialityfood The extra timemost have had has afforded the opportunity to questionhabits. Howwe interact with the planet, howwe treat ourselves and one another hasmade manywant to drive change. The challenge for brands and F&B establishments now is to find how to best cater to these new, reinvigorated needs NAVIGATING UNCERTAINTY As shoppers take their first tentative steps into the ‘new normal’, here’s how to give your customers what they want right now If a deli or farm shop goes back to their business plan and looks at USPs, and has found that their basket size and income has grown, they’d be foolish not to look at that as well offering value for money and a personalised shopping experience, to strong communication and quality produce. By going back to the roots of independent fine food retail, many may also benefit from developing closer relationships with local producers and suppliers. The customer journey Communication and building trust with customers are increasingly important, as Michael explains: “Customers need to know that they can trust us to deliver what they want, safely. The changes people have made in a few short months to adapt to customer demand is fantastic; that’s what makes the industry so interesting.” This customer journey is also a key factor in consumers choosing to shop with independent retailers, as Edward explains: “I hope people who have discovered independents will continue to support them. Multiples' supply chains have proven to be poor. Supermarkets have empty shelves, then you step outside and there’s a market stall with more fruit and veg than they know what to do with. If a deli or farm shop goes back to their business plan and looks at USPs, and has found that their basket size and income has grown, they’d be foolish not to look at that as well. Quality still has want? Well, that’s the million dollar question, as Arun says. “Reassurance, integrity, responsibility, the confidence to believe tempered with comfort, the need ‘to let go’ once in a while, and to be happy,” Arun says. “How to inspire and deliver this in spades to our customers is the key. The extra time most have had has afforded the opportunity to question habits. How we interact with the planet, how we treat ourselves and one another has made many want to drive change. The challenge for brands and F&B establishments now is to find how to best cater to these new, reinvigorated needs.” That said, some needs will always stay the same, as Joe says. At the end of the day, customers essentially want a great product, great customer service and a trusted experience. Customers care more now about provenance and sustainability, too, so many brands and retailers may be looking to focus on ethically sourced and local products as much as possible. Remember that your employees are a huge part of the customer journey, so their wants are also worth considering, Nick Coleman of Start-up Logistics says: “The future of work will have changed for good post-Covid-19, so for our head office team, having proven they can work remotely, we’ll really be looking at what our workplace looks like in terms of flexibility and remote- working. Employees inform your brand’s culture at every stage so it’s always been a non-negotiable for us to get this right.” Stay engaged Keeping in touch with your customer base is essential for identifying customer needs and informing future strategies. “Creating brand advocacy from within our community is what has powered the growth of our subscription business,” Joe says. “We have a Facebook group of over 5,000 super-active members, who share ideas, inspiration and support. We chat, poll and collaborate with our customers so they know they’re truly part of the BakedIn brand and family. It’s on the back of customer feedback that we developed the concept for our next major product launch.” Arun adds that staying engaged with partners and friends within the F&B community is equally as important. Monitor buying patterns and products or services being trialled. Even if this is in a different category than your own, it could be tweaked to fit your business.