Becoming an Ally in the LGBTQIA+ Community: Harehole.Melbourne

Australians are showing their values with their wallets, and ramping up local spending. From buying produce at the farmer’s market to splurging on the local high street, consumers are becoming increasingly community-conscious when it comes to their spending. In fact, 73% of Australians say they are making a conscious effort to spend with local brands and businesses to help them recover from the financial blow dealt by the pandemic, according to a Mastercard survey. This is great news for business owners: a local customer is more likely to become a regular, and refer other locals your way. But how can you attract more conscious consumers? Keep reading to discover more about this trend, as well as five tips to attract more local customers. Shop Local is here to stay While the impact of the various lockdowns cannot be understated, one unexpected silver lining has emerged: a resurgence of local shopping areas.  With fewer consumers traveling to large shopping centres, whether due to restrictions or an unwillingness to visit potential exposure sites, many smaller shopping hubs have seen an uptick in sales. Even as restrictions on movement are lifted, it’s unlikely we’ll see a shift back to the way things were. The Shop Local trend is part of a drastic evolution of consumer spending habits, and clear proof of a shift towards more conscious consumerism. Ben Lazzaro, Chief Executive of the not-for-profit Australian Made Campaign Ltd (AMCL), believes the COVID-19 pandemic has changed consumer perspectives. “The pandemic very quickly highlighted our over-reliance on imported product and provided an impetus to address that imbalance,” he says. “I think it brought it home to a lot of us that the way we choose to spend our money can have an impact on Australia’s self-sufficiency as well as our economic future.” How to cash in on the trend People want to spend locally, whether that means purchasing craft beer at the local brewery or a birthday present at a neighbourhood retailer. However, in order to spend money at your business, consumers need to discover it. Here are five tips to attract more local customers to your business. 1. Make your business more discoverable on Google A recent study by Facebook found that the majority of today’s shoppers are searching the internet to plan their store visits in advance, which means it’s crucial that potential customers are able to find your business online. Understand the tools, websites and channels your target customers are using, and ensure your business has a strong presence in those areas. You’re probably already using Facebook or Instagram to promote your business, but what about Google? Add or claim your Google My Business listing, then populate your profile with your business’s contact details, store hours and other important information. Add photos of your store and products, and encourage customers to rate and review your business. 2. Accept more payment methods Offering more ways to pay isn’t just a convenience win for customers — it can also help you increase profits. According to the latest Mastercard New Payments Index , offering more payment customers can also help increase consumer spending. 74% of consumers would spend at small businesses more often if additional payment options were offered. Since the outbreak of the pandemic, contactless payment methods have been put front and centre as the ideal, hygienic way to pay. For those operating on a cash-only basis, it’s critical to understand the impact this operational decision is having on your bottom line. Not only is the cost of running a cash-only business higher than most people think, it also costs businesses customers. Getting more local customers in-store is only half the battle. Enable your staff to accept every payment from every customer by looking for a provider that supports payment via digital wallets, such as ApplePay and GooglePay, and QR codes such as Alipay. 3. Run a localised advertising campaign Geo-targeting allows you to run online campaigns targeted to potential customers in a specific area. Targeting your local area can help find the right customers for your business. Both the Google Display Network and Facebook allow you to target your ads to a particular country, state, city as well as postcode, however we recommend using the specific radius address. You tell the platform where your business is located, and it will target ads to people within a specific radius of that location. To help your ads stand out, localise your messaging. Do your research — if you’re the only local retailer that stocks a particular brand, or you have the lowest prices in your area, make it a focus of your ad text. 4. Offer curbside pickup To meet social distancing protocols and provide consumers peace of mind, consider setting up curbside pickup. It’s a convenience measure your customers will appreciate, allowing them to get items on the same day without stepping into the store or paying for rush shipping costs. For an even smoother customer experience, take your EFTPOS terminal to the curb so you can exchange goods for payment as seamlessly as possible. 5. Set up an online destination If there are other businesses within walking distance, consider setting up an online community. Show consumers that they can come to your business for a birthday card, then get a bottle of wine next door, and flowers from across the road. The impact is twofold: you’re helping to keep dollars in your hometown, and showing your community that you care for it and are willing to invest in it. “If communities do well, your business does well. That’s just how it works,” says Sandy Chong , CEO of the Australian Hairdressing Council. Many local shopping areas have recently undertaken such a community initiative, tapping into the power of the internet to connect with more locals. For example, the Chapel Street precinct has its own website (and independent destination marketing association), informing readers where to eat, drink and shop in an effort to drive more foot traffic into the area. Many shopping centres have an Instagram account that highlights sales and special events — send the account holiday a direct message to discover who’s running it, and provide them with content. Or, reach out to other business owners in your area and create your own online community. Attitudes towards supporting local economies have strengthened since the outbreak of the pandemic, creating a huge opportunity for small businesses to grow their customer base and increase profits. For more tips on growing your business, sign up to our Business Blog .

Smart social media marketing drew a two-hour-long line on opening day. The rest is history. Since Fluent first opened doors in 2020, the streetwear store has become a mecca for sneakerheads. Collectors travel from all over to see the rare sneakers on display, while the feature wall – adorned with the latest Yeezies, Jordans, Nikes, and more – entices passers-by to step inside and grab their first pair of kicks. The strength and size of Fluent's newfound customer base is a testament to the hard work that's gone on behind the scenes. Owners Logan and Esha began working on their business plan just under 18 months ago, while working as cleaners. After finishing the night shift at 8 AM, the couple would jump straight into business planning. Since then, they've juggled the creation of Fluent’s first website, two store openings, and become first-time parents. We spoke to Logan and Esha about sneaker culture, the risk and reward of starting a business, and the benefits of selling in-person versus online. When did your love for sneakers begin? Logan: I’ve always been a fan of basketball, and the culture that comes with it – the style, the fashion. I had a few pairs of basketball shoes as a kid, but they were always hand-me-downs from my older brothers. I never actually got a fresh pair for myself. Then I moved to Australia, started getting my own money, and started collecting. Esha: Then, from 2016 to 2019, we did a bit of traveling in America, Canada, and Europe. In each country that we went to, we made a point to find the best, hidden sneaker stores. It became a passion, and we starting thinking we’d like to create something similar at home – because we believe there’s a market for it. When we returned from our most recent trip, we started listing and selling our own collection of sneakers on Instagram – the sneakers we had collected during our travels. We really, really wanted to hold on to those sneakers, but we thought if want to make something, we’re going to have to sell something. So we made the executive decision, and that's what helped us get where we are today. How did you take your first steps into business ownership? Esha: From April 2019, there was a lot of work going on in the background. It was still a hobby at that stage – it wasn’t making enough to be our main income, but it was always something we wanted to make our focus. Our main job was cleaning, and we did night shifts. After finishing at 8 in the morning, we’d have the whole day spare – which is a lot of time to think about how we’re going to kick this off the ground. So, we went from selling on Instagram to setting up our own website. Logan: We figured it would set us apart from other sneaker sellers on Instagram. If you have an online store, you look more authentic. It was the next step in authenticating our brand. I think we only had 20 people on our site the day it launched, but we thought it was amazing – we had 20 people viewing our store! So that's where we started. What made you decide to take the leap from e-commerce to brick-and-mortar? Esha: I was the one who was more reserved and said we couldn’t open a physical store until we have enough revenue, or we have enough clientele. But then the pandemic began, and commercial tenancies seemed more affordable. We already knew that Perth customers like to see you face-to-face, because Logan was out on the road meeting customers all the time, so we looked at what was in our budget. We worked out how many pairs of shoes we needed to sell to afford it, and went for it. If the worst comes to worst, we thought we could just get rid of the car if we had to! Logan: In person, we can show customers the shoes and they can really understand what they’re buying, which helps grow our online presence as well as in-store traffic. It’s also a way to put a face to the brand, and deepen the connection with customers who have been shopping with us since we started. What are you doing to drive foot traffic to your store? Esha: There's always been a couple of things that we envisioned for the store, the two most important being great lighting and a large wall to showcase our shoes. That was one of the attractions for us when we traveled; every store had this amazing sneaker wall. No matter where we set up shop, we really wanted to try and achieve that. So, we built it. Then we teased the launch on Instagram using the wall, and I think it did help in getting customers here. The day we opened the store, we didn’t even have a chance to look outside. So when we pulled the drop sheet and saw the line, it was a rewarding surprise. We didn't check our clocks until two hours later and the line was still going. It was an amazing turnout. Any store owner’s hope is that people turn up when you’re opening, or launching a new product, or anything like that. Logan: Now, everyone who comes to our store can step back and appreciate the sneaker wall. It’s Instagrammable. Customers come in, take a photo and share it on their stories – which helps us grow. How does selling in-store compare to running an online business? Esha: Most customers that buy from you online already know about your products. They already know the price point and the reasons behind it. A brick-and-mortar shop gives us the opportunity to speak with people who don’t. In-store, we’re able to explain the shoes to the customer, which really helps them understand and become educated about why a sneaker costs what it does, and the culture and history of the community. Mums and Dads for example often don’t understand the sneaker game, or why they can be expensive. But when parents come in-store, we can educate them so hopefully they leave with a bit of appreciation about it. They often leave with a pair for themselves, that matches their kids. The customer experience is one of our core values as a small business. How is Zeller helping you provide a great customer experience? Esha: Our first EFTPOS terminal, from another provider, required us to switch apps every time we processed a transaction. It left room for human error. One of the main things we knew we wanted when the business grew was a sleek, user-friendly terminal we could both use, and give to any employees we hire without having to explain difficult processes. Zeller Terminal is ten times easier to use. Ease of use is critical when you're getting a lot of foot traffic. Logan: We recently went to a sneaker convention and found Zeller Terminal helped create a more trustworthy and friendly payment experience for our customers – which we feel is important, especially when you’re dealing with rare sneakers as they’re at an above-average price point. Some other stores were accepting cash or bank transfers, but we were able to continue to accept transactions at the event using Zeller Terminal, without breaking our workflow. And the battery lasted the whole day, which was great as we had no access to power. Do you have any other plans for 2021? Esha: Fluent already stocks Fluent-branded t-shirts, but we’d like to expand the product line. For that, we need to develop a team, find the right materials, and plan for production. The goal is to have a collection underway by the end of the year. That, and making the in-store customer experience as great as it can be. By sharing your details with us, we may contact you from time to time. 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Here's what you need to know about finding the right EFTPOS terminal. Searching for a next-gen EFTPOS machine that accepts modern payment methods, processes payments quickly, settle funds into your business account as fast as possible, and looks good on your countertop? Finding the right terminal for your business is important – you’ll rely on it for secure, fast cashless payments that keep your cash flow looking healthy. Some terminal providers will lock you into long contracts, with expensive termination fees, so knowing what to look out for is key. How much is it to have an EFTPOS machine? The EFTPOS machine you choose will depend on variables such as your budget, sales volumes, Point of Sale (POS) software, and fees associated with your merchant account. It costs $259 to own a Zeller Terminal outright. There are no hidden fees or charges, and no lock-in contracts. When you sign up for Zeller, you also receive a free Zeller Transaction Account (into which funds accepted via Zeller Terminal are settled nightly) and a free Zeller Debit Card — so you can pay suppliers and make business purchases with ease. Keep reading to discover the nine questions you should keep in mind when comparing EFTPOS terminals. 1. Do I understand the fees? Many business owners don’t realise they are agreeing to pay hidden fees, such as expensive terminal fees, until it’s too late. Sign the dotted line and you could be agreeing to pay a lot more than anticipated for your EFTPOS machine — and lock-in contracts usually come with hefty fees for early cancellation. Otherwise cautious business owners fall victim to hidden EFTPOS terminal fees time and time again. However, these fees are required by law to be disclosed somewhere – you just need to know where to look. Make sure to go through the terms and conditions with a fine-tooth comb; never solely rely on a verbal quote. If you’re already using an EFTPOS machine, check your merchant statement as this will tell you the processing fees and other fees you’re currently paying. It’s also important to remember that, in most cases, if you decide to rent your EFTPOS terminal you won’t own it at the end of the payment period. You’re simply paying for the privilege of using it, and will be left empty-handed when the contract ends. Although renting may look like an affordable option at first, it’s a tactic designed to get business owners to pay far more than what the terminal is actually worth. Zeller Terminal is yours to own for one low payment of $259. There’s no lock-in contract or hidden fees; we know you’ll keep using your Zeller Terminal because you love it, not because you have to. Learn more about Zeller Terminal and whether it’s the right solution for your business. 2. Will it be easy to use? Taking payment is usually the last interaction a member of your staff has with a customer. However, time wasted teaching staff the intricacies of a confusing system is time that could be better spent on other parts of the business. The ease with which staff process a payment affects the customer experience at every business. Your EFTPOS payments terminal needs to be easy for all staff to use, with minimal training. This is especially important if you run a retail store that hires casual staff during peak holiday and sales periods, or in another business that regularly hires new workers. When shopping for an EFTPOS terminal, consider whether it has been designed by a team that understands your business. Are the prompts straightforward? Is the user flow intuitive? Your terminal should feel natural and simple to use. If it is, your staff will save time with every transaction – and you’ll save time training them how to use it. 3. Can I customise it to suit my business? Some EFTPOS payment terminal providers will force your business to work their way. This is related to the point above: if you choose a provider who understands your business, you’ll likely find there’s no need to change your internal workflows. An EFTPOS terminal should fit the way you want your business to work. When selecting a terminal provider, consider how well it fits with your established processes. For example, you might want the ability to: restrict the ability to provide a customer with a refund to a small pool of staff, such as managers charge your customers a surcharge enable tipping customise your receipts Choose a provider that gives you the power to customise the way you accept and manage your payments and you’ll save yourself from needing to retrofit your processes to fit the tool. 4. What happens if my internet cuts out? Your business needs to be able to continue processing cashless payments even during periods of internet outage. You don’t want to have to send your customers to the closest ATM, or have them scrambling for cash. Occasionally, small periods of service downtime will be unavoidable. Your internet provider might be down for routine maintenance or there may be a power cut to your area, or another technological issue may impact how your EFTPOS terminal connects to the internet. However, any period of downtime has the potential to negatively affect your business — the impacted customer may never return. That’s why, when you choose Zeller Terminal, you have the option to switch to another network. If you’re experiencing issues with your Wi-Fi provider, it’s simple to connect via 3G to another network and continue processing payments using your SIM card. 5. How often will I need to charge it? These days, many businesses are run on the go — so a mobile EFTPOS terminal is a must. Cafes and restaurants that take payment from the table depend upon a long-lasting battery to get through the day. For a retail store, a long-lasting battery provides the flexibility to take payments from wherever is convenient for the customer. For mobile services such as trades and beauty technicians, having the ability to take payment on the go saves you the hassle of returning to your computer, sending an invoice, then following up until payment is finalised. It’s essential that the EFTPOS terminal you choose has enough battery life to give you peace of mind that you’ll never miss out on crucial transactions. 6. How fast can I put my funds to work? Depending on which payment services provider you choose to use, you could access your funds the same day you earn them – or you could be waiting upwards of three business days. The speed of settlement can have a big impact on your cash flow. Choose a provider that’s slow to settle, and you may find yourself in the frustrating situation of needing a business loan to tide you over until your funds are released. When you use your Zeller Terminal in combination with your free Zeller Transaction Account , you’ll get same-day settlement for your funds so you can spend using your Zeller Debit Card . Or, if you want to use your existing business bank account , your funds will settle the next business day. 7. Is there setup and ongoing support? Painful setup, hard-to-follow instructions, and uncontactable customer service representatives are headaches you simply don’t need. Some EFTPOS terminal providers are intuitive enough to use out of the box, whereas others come with a booklet of instructions you’ll need to follow. Or, you may be asked to book a technician to manage the setup on-site. Once you’re up and running, having multiple ways to ask for help – whenever you need it — is important. If your business operates in the evening and on weekends, look for a provider that offers extended support hours. If something goes wrong and you need answers fast, you need to feel confident that someone will pick up the phone on the other end. 8. Will it protect my business? Fraud is a risk for businesses of any size. Recurring chargeback fraud , in particular, can be costly for a business. When considering any financial services provider, it’s important to check whether it's backed by a team of security experts. You’re trusting this business to handle your money. Zeller’s Support team monitors transactions round the clock — 24 hours, 7 days a week — to prevent fraud before it happens. Backed up by intelligent machine monitoring, our team works to identify and respond to fraudulent attacks in real-time. 9. How soon can I get it? If you’re ready to start selling your products or services now, choosing an EFTPOS terminal that takes weeks to be delivered is an unnecessary setback. Why eat into valuable time you could be turning a profit? Ideally, your EFTPOS terminal will be available for delivery quickly. Even if you’re not ready to start accepting payments at your business, getting your EFTPOS payment terminal as soon as possible will give you extra time to get up to speed with its features and options for customisation. We offer fast, free shipping anywhere in Australia, for all Zeller purchases. Sign up for Zeller in minutes. Zeller Terminal and accessories can be purchased online from the Zeller Shop with free express shipping and same-day dispatch. Once you’ve considered these 9 questions, you should have a good idea of the non-negotiables you need from your EFTPOS terminal provider. Remember to always read the fine print and understand what you’re really paying for when you sign the dotted line.