Shopfront: How relevant are your hours?

Opening later in the evening, throughout the weekends and where possible on public holidays can pay dividends with today's consumer, advises Chris Wilkinson.

Over the past decade our customer dynamic has changed dramatically.

Lifestyles are busier with less free time to browse and consider. Seven day shopping is here to stay and there is far greater consumer choice. Most consumers are also active internet users - making buying decisions online - long before they reach your door.

One thing that probably hasn't changed is your shop hours. Retailers tend to be creatures of habit but reviewing opening and closing times should be top of the strategy list this year.

Why? It's about aligning your business with today's market - and preparing for the future.

In yesteryear, photo shops opened early to catch commuters dropping films in. Customers needed us as there simply wasn't an alternative. Now our market has shifted. For many consumers we are no longer a necessity.

Our products have evolved too. Digital prints, photo books, photo decor and gifts all fall into the leisure category - similar to booksellers and homeware retailers. These stores are traditionally busiest later in the day, when customers have the most time to spend.

Large malls and department stores have quickly reacted to lifestyle trends. Many now open later in the mornings and into the evening - catching people when they are most likely to buy.

With shopping increasingly becoming a leisure activity, this strategy is working and these outlets are gaining a larger slice of consumers' discretionary spending.

The web has created a further dynamic in the retail market with customers ordering online for either home delivery or pick-up in store.

If they only needed to make one trip, or knew that the job would be ready when they called by, how would that enhance their convenience?

Where does this leave the traditional photo shop?

We believe that this sector is perfectly positioned to take best advantage of these trends.

Local stores can provide knowledge, selection and immediacy - a key aspect in the customer's decision. By modifying hours, service times and ordering systems to meet these expectations your business can easily foot it against the web dealers and chains.

Making the change won?t simply be enough. You need to communicate this strongly.

Convenience, relevance and value proposition are the key messages we should be sending.

This month, take some time out to analyse your market closely. Are you reaching your target demographic and, if not, would a change in hours help? Could you use the web to drive sales when you're closed and if so, how would you promote this? These are all questions you need to be asking yourself, your staff, customers and potential customers.

Chris Wilkinson is a director of First Retail, a strategy group that works with a wide range of retail and service categories, including imaging. firstretail.co.nz