Government guidance in respect of the re-opening of shops from 15th June ha been clarified and presents something of a minefield for clothing and footwear retailers.
One of the perceived benefits offered by shopping in store is the ability to flit between displays and the rails, and try items on. If directional signage limits the freedom to browse in an ad-hoc way that is one major negative. Given that most stores have severely limited changing room space it is unlikely that many retailers will feel able to safely offer this facility which rules out a further benefit of in person shopping.
With customers also dissuaded from touching stock it is going to take away the ‘pleasure’ of shopping expeditions and likely to prompt more consumers to buy online until restrictions are eased.
Presumably too, any garments or footwear that have been tried on but not purchased by consumers will create major gaps in stock availability as they will need to be treated as returns (see below).
Returns processes will require that all items returned or extensively handled will need to be quarantined from saleable stock for 72 hours or steam cleaned before going back into display stock.
Controlled ‘safe distance’ queuing at customer service and till points will be mandatory which will require that these areas are allocated additional space. Separation between service points as well as protective screens between customer and store assistant will be mandatory. Parental control of children will be deemed as mandatory and due to space constraints, some stores may need to limit access for buggies and prams.
A number of store chains are planning to open stores gradually in order to learn from their experience of operating under the guidelines, tweaking arrangements as necessary before rolling out opening of the full store estates.
The picture is rather different from the one that many pundits have suggested. Those offering mass stock clearance reductions in order to shore up their finances will find that they are unable to safely cope with and manage the thousands of consumers who might be attracted.
Independent fashion retailers are talking about offering high spending regular customers individual appointments to view a curated collection in their size with personal shopper support.
Come what may, retailers have major challenges ahead.
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