Why communication skills are essential for retailers

A successful business is founded on a lot of things - one of which is communication.

In the retail sector, it seems language skills and speaking abilities have an even bigger role to play. After all, it can not only impact your customers and their experience but also your staff.

Here, we reveal a few other reasons why good communication is so important in retail.

Communication offers a competitive advantage

Ultimately, in retail, the goal is to sell as many products as possible. One way to do this is to stand ahead of the competition and show potential customers why they should choose you.

Effective communication skills can be very useful here. Not only because you’ll be able to better serve their needs but also because happy customers are more likely to return to and recommend you. 

What’s more, if you’re able to communicate in a few different languages, you’ll be able to speak to even more prospective customers. This means that you're opening up those all important doors. 

Of course, knowing which languages to focus on is easier said than done, but choosing one of the most commonly used languages across the globe could be a wise decision.

For example, French is spoken in Belgium, Canada, and France, while English classes could prove to be even more useful, as over 60 countries speak English worldwide. 

While you don’t need to know every language to be an effective retailer, knowing at least one of the global languages could set you apart from those other retailers who only speak one. 

It improves the customer experience

Finding certain products, getting advice on a purchase, and putting in a complaint.

There are many scenarios require communication between a retailer and a customer. If you’re able to engage better, you’re more likely to serve your customers more effectively.

It's not just about being able to speak different languages. Effective communication relies on your staff being knowledgeable and passionate about the brand.

Whether it’s a lack of awareness over current sale items or an inability to advise on upcoming pieces, if your communication skills aren't up to scratch, neither will your brand be. After all, brand communication is the backbone of your brand image. 

60% of consumers even said they would stop doing business with a company if the service wasn’t friendly.

With this in mind, having staff that are able to communicate and are up to date on industry trends and company news will help you to create a positive consumer experience. When you do this, your consumers are more likely to return and recommend your brand, boosting your brand awareness.

It enhances brand loyalty 

Customer satisfaction significantly benefits brand loyalty. A report has revealed that by increasing your customer retention by only 5%, you can boost overall profits by up to 95%.

Consumers want to be heard and understood and they may even be looking for advice. Having the ability to interact and connect with them plays a huge part in establishing a trusting relationship.

Even a simple hello as someone walks in the door or a cashier making sure that there's nothing else they need help with can harness trust and commitment which is crucial for retail brands of all sizes. 

Of course, communication isn’t the difference between making a sale in retail and not making a sale. However, it could be the difference between your customer recommending you or not, or even coming back multiple times.

While it might not be the only factor of a successful retail brand, effective communication and language skills can certainly keep your brand ahead of the competition and your customers happy.