In the digital age, businesses are using smart technology to deliver faster, smarter services to their customers. However, while many customers clearly appreciate the convenience of online transactions, others still prefer face-to-face interaction. The real key to successful digitisation in business is to understand your unique selling proposition (USP) by being clear on what you stand for, understand your customers by knowing what matters to them and how you can meet their needs and then catering for the various preferences across your customer base.
As a recent Post Office study on the future of cash in the digital age evidenced, consumers want choice. Nine out of 10 people stated that they are not ready to move to a totally cashless society, and while the convenience of contactless and digital payments such as Apple Pay is valued, a quarter of respondents value having choice in how they make different payments even more.
Tom Moran, retail development director at Post Office, says: “For Post Office, choice and convenience go hand in hand. We will continue to provide products and services that serve the changing needs of customers at every stage of life in the most convenient way possible, be that in-branch or online. The digital economy needs a physical presence and that’s our USP as the largest retail network in the UK. Post Office is a hub for essential services such as banking, mails and bill payments at the heart of every community and online. That convenience and choice is core to what we do and that’s what our postmasters offer to the communities they serve.”
Mo Razzaq is postmaster at Family Shopper and Post Office in High Blantyre, Glasgow, where he has been for the past five years. In that time, he has devised and implemented an extensive digital strategy that has included the launch of a shopping app with delivery services, and Privilege – a customer loyalty scheme. Customers who sign up can get special member deals and early bird sale alerts, and its popularity has made it a key driver of footfall.
Razzaq’s loyalty card offers customers special deals and sale alerts, ‘and that has really helped sales’
However, Razzaq has also made sure that those who prefer a more traditional customer experience are not excluded. He explains: “The scheme caters for smartphone users via an app, and those who are not digitally savvy through the use of key fobs, which are really popular with elderly customers. People really like the idea of having bespoke offers for Privilege customers only.”
The postmaster has also installed free in-store wifi, which connects customers to Privilege automatically. “It gives us an opportunity to send them bespoke offers, and that has really helped sales,” he says. “The average basket spend of someone without a Privilege card is £7.99. For someone with a card it’s £12.69.”
Razzaq strengthened his USP further by introducing a one-hour delivery service. Most supermarkets only offer next day delivery, and while they accept card-only payments when you order online, Razzaq’s delivery service can be paid for by card or cash and orders can be placed online or by phone.
“We cater for all our customers, whatever their preferences, and we’ll continue to work on that,” says Razzaq. “We also plan to extend our use of social media, which has been really effective at reaching out to customers and potential customers and finding out what they want.”
Husband and wife team Charlene and Stephen Cooper run the Prestwick Post Office, which they took on a decade ago. Both had a retail background and knew that in order to build a business based on customer service, they had to increase footfall and get themselves known around the local community.
The Post Office branch had been struggling, so the couple had to start from scratch, upgrading the premises and building on a large retail business. In the past three years, this physical presence has been extended into the digital space, with an online eBay shop and a Facebook page, which they use to engage with customers and raise awareness of Post Office services they offer.
“As soon as we started promoting products on the online shop, that side of the business really took off,” says Charlene. “We also put a variety of items on there, to appeal to different customer audiences, and it has been very successful.”
The couple are closely involved in their local community, taking part in charity fairs to raise funds for causes such as the Alzheimer’s Society and Ayrshire Cancer Support.
“These are opportunities to play a big part in the community and at the same time keep our customers informed on what we are doing in our store,” says Cooper. “We do our best to help them, and in return they support us. Our USP is our personal touch, and we know that we need to be available through our online and digital services, but also through our physical presence in our store and in the wider community.”
Moran adds: “Our top priority is listening to our customers. Successful businesses are always looking to improve and innovate, and we know there is a lot more we can do to bring the in-branch and online aspects of our business together, catering for all customer requirements and making it as easy and convenient for them as possible.”
To find the right business opportunity with Post Office, visit runapostoffice.co.uk
