London’s night-time economy has been making headlines in recent weeks. There is hope that the launch of the night tube, will reverse the trend of declining evening visitors, revive London’s status as a 24-hour city and provide much needed public transport for those working unsociable hours. At the same time, there have been protests about the closure of a long list of iconic music and club venues – Fabric in Farringdon has been the most recent example.
For those businesses across the country who are considering embracing late night opportunities, here’s what to keep in mind when deciding to stay open past 5pm.
Opening hours
Flexibility is becoming more important for securing new business and attracting customers. With remote working rising in popularity, improved technology and vast digital networks, the idea of running a business from a fixed working space and with set working hours feels old fashioned.
With this in mind, service-based businesses may consider establishing a 24-hour customer support phone line. Imagine the difference between a frustrated customer calling at 3am to be greeted by an answering machine message, compared to a friendly customer service advisor. This doesn’t have to be expensive – only one or two representatives are likely to be needed – and can often be outsourced to specialist companies who will provide their own teams.
Use social media channels to answer customers’ queries
In an age where it’s easy for customers to connect with businesses for the world to see, social media is a powerful tool at all hours. Companies that go above and beyond when it comes to projecting personality are raising the bar, and being rewarded as a result. Pithy responses and smart comebacks often go viral and provide free marketing for the companies concerned.
Bad customer service can also lead to notoriety for all the wrong reasons, so train your staff thoroughly. If you decide not to have round-the-clock support, have a holding message that goes out advising when someone will be in touch, and be sure to check all your channels first thing in the morning.
Think beyond the obvious
If you don’t already have a night-time business, there are plenty of opportunities to start one. Many of the companies that lend themselves best to late-night opening are of course restaurants, bars and clubs, but there’s a huge spectrum of other sectors that could benefit.
Hairdressers, travel agents, salons and gyms – many businesses that might not spring to mind immediately could be set to benefit from public transport extending services in London and other cities. Because, as well as people who are out on a night out, those who work night shifts or have different patterns of work, could benefit from longer opening hours.
Customer loyalty
Would opening later satisfy the needs of your current or potential customers? Consider this versus the cost to your business. If the demand is greater, you may compromise customer loyalty if you do not respond to it. If the demand is small, perhaps it could be satisfied in other ways, such as developing an e-commerce arm or running a trial late-night event to gauge appetite. Remember there’s always value in going the extra mile for your customers.
What hours should you stay open?
If you do decide to extend your operating hours, deciding when to close will depend on your type of business and the day-today footfall you experience. If you are a cafe near a club or music venue, it may benefit you to stay open past closing time. Be aware of seasonal variations such as school holidays. And advertise any changes in normal operations widely. There’s nothing worse than a customer turning up to find the place closed.
Content on this page is paid for and provided by Kia Fleet sponsor of the Guardian Small Business Network Accessing Expertise hub.
