How independent businesses have the edge this Father's Day

Last year UK consumers spent £684 million on father's day, a 3.9% increase on the previous year. As the economy continues to steadily improve, this year's expenditure looks to exceed that of last year, benefiting father’s, restaurants and retailers alike.Promoting a sense of occasion in your business can help boost profits and make your business stand out from the crowd. Corporate chains have often had the edge on national holidays, having the money to splash out on flashy promotions, luring customers in at loss. Increasingly however, consumer trends show customers are looking for something ‘different’ that the monotony of chain culture can’t provide. So make a mark on your calendar for June 19th!

Making the ordinary extraordinary

Chains only account for 1 in 4 of all restaurants in the UK, despite the numbers they secure a larger share of the market, squeezing out stand alone hospitality businesses. Similarly independent retailers account for 65% of the British high street and yet big brands names continue to dominate, creating clone cities throughout the UK.

It’s time to celebrate difference. Independent businesses have personality where chains have banality. Don’t try an emulate other stores style, embrace what makes your business different and revel in it’s size. Small businesses can offer a more personal service, selling an experience rather than just a service or product.

Play to your strengths

With a growing movement to eat and shop local, conscious shoppers are choosing businesses who embody their ideals and ethical practices. If you source your products locally, shout about it on the web, in store and through internal promotions. If you are connected with or support local charities let your customers know.

Making your customers feel welcome is key to establishing a continued and profitable relationship between that person and your business. Once you have established an emotional connection people tend to be brand loyal. Encourage this relationship with an Epos Now loyalty module integration, proven to increase customer spend per head and improve customer retention by 12%.

Embrace Technology

The hospitality and retail sectors operate in much the same way as they always have, what has changed is the technology available to SMEs. Businesses that take advantage of these emerging tools are at the forefront of innovation, ever improving the customer journey.

Having technology available to customers in store is the next step and it needn't be viewed as an expense, rather than an investment. It may be inviting your customers to place their food orders through their smartphones or having a stock inventory on ipad available for customers use. There are a number of integrations available through the AppStore that your business can benefit from. Speak to one of the team today for more information.

Here are 5 ideas for a fantastic Father's day in your business;

• Host a special Father's day event. Creating a sense of occasion through themed décor, promotions and generating a buzz through social media will highlight your business all year round during any national holiday or occasion.
• Offer a gift wrap service. If you're a retailer consider offering a gift wrap option. Never underestimate how much customers value their time. You are offering a service to remove the inconvenience from the customer, of which many will be happy to pay extra for.
• Gear up for family visits. Father's day means lots of children. Creating a memorable experience for them ensures repeat business from happy parents. Offer activities to engage them, such as colouring packs or a toy corner.
• Special Father's day promotions. People like getting money off or receiving extra. Buy into that sense of something for nothing by offering a fixed menu with a free drink. Or offer a complimentary gift with every purchase. This is a relatively inexpensive way to initially lure people through the door.
• Create a gift guide. Many people struggle when it comes to choosing presents. Creating an online gift guide geared to a range of budgets is a professional and interactive way to engage with your customers online and in store, if you have the technology available.