Next in Underlines’ series of interviews with independent lingerie shops, is Frillies of Penistone, owned by Rebecca Barnett and open since October 2016.
I closed my shop on Sunday 22nd March 2020. And although I have a website I don’t sell online. Going ahead I may/may not sell online – it depends on how long this goes on for but I doubt very much that I will develop my website to do this. The other thing is that if I sell online, I have to post those items out which means that I have to go out to the post office. We are supposed to be staying at home and so I’m not sure that I agree with this as I’m putting myself and others at risk if I keep on trotting down to the post office.
How are you retaining your customer loyalty whilst your shop is closed?
I’ve realised since closing my shop that I have quite a loyal customer base and their response to my closing has been nothing but supportive. I am mainly going to use my Facebook to keep in touch with them. Once I know when we are able to open again I will be heavily using all social media to get my name back out there.
Do you use social media already to keep in touch with customers? Are you considering adding any new media such as Skype, Zoom to keep in touch and do online appointments?
No, I’m not going to do online appointments unless I’m asked to do so. I am a bricks and mortar shop and I stand by this. I am all about the fit and I don’t agree with selling lingerie online to people that I haven’t seen or fitted before and I don’t plan to start this now. Independents talk non-stop about getting the perfect fit – I don’t believe that this can be done online.
I know people are doing this but it’s not the same as having the customer in front of you. Plus more importantly I don’t want to promote this way of fitting as I want them to come back into my shop after all this is over.
Are you still doing any private appointments?
Absolutely not – we’re social distancing!
In your enforced leave from your business, do you think you are being well enough informed by national government?
Yes, I do – it might have been a bit difficult in the first week but I listen to the press briefing each day and I have signed up for the daily emails. These aren’t always relevant to me but they are useful.
Have you had difficulties accessing or getting information on the Business Interruption Loan?
I haven’t applied for a loan and I’m hoping that I don’t have to. I have heard that the banks aren’t being particularly helpful and I think the government stance on this about how the tax payer supported them in 2008 and so they should support us now is perfect.
Can you take advantage for yourself and/or any full or part time staff of the Job Retention Scheme?
This does not apply as I don’t have staff.
Where do you think small independents can put their energy to future-proof their business e.g. digital assets, niche products and your ‘public’ image to customers?
I think I have a good and consistent public image with my customers. I’m the face of my business and I’m going to try and keep it that way. However I am going to use this time to reflect on my business. Frillies is 3.5 years old now and it’s the perfect time for me to think about what I can do to add/change/diversify if need be.
Would you consider doing an online poll with your customers, running stories to keep them occupied and asking them what they would like to see in your store when it re-opens?
Yes I might do that, but sometimes I think those polls can come across as being unsure? I’d rather say okay ladies, this is what’s going to be happening in the shop when it opens. Make it exciting and attractive.
Have you been using your ‘face’ as the face of the business online?
Yes, sometimes I put my face on my social media. I do chat on there though and my faces can make my post quite personable.
Has this crisis given you food for thought and inspired new creativity now you actually have more time to analyse?
I think it will do. We’re only just over two weeks in and so far I’ve been sorting out finances etc. I will reflect though as I want my business to come out of this stronger – otherwise there’s no point reopening.
