Start Planning Now: How to Reopen Your Retail Business

Opinions may vary about how and when, but I, like most Americans, am thinking about what life and business looks like when stay-at-home restrictions are removed. In Texas, where I live, the governor has a task force that is working on the logistics of opening schools, places of worship and, for the benefit of the economy, businesses. The President also weighed in with a three-phase approach called Opening America Up Again.

Safety is the main concern for all when considering how to get commerce energized and people out of their houses and purchasing goods. How your business returns to operations impacts not only your customers but also your employees and your reputation. Planning will be essential to a smooth roll-out.

What Remains: Online and Digital Ordering

https://images.unsplash.com/photo-1423666639041-f56000c27a9a?ixlib=rb-1.2.1&q=85&fm=jpg&crop=entropy&cs=srgb

To offset the months of lower foot traffic, continue to maintain a robust, streamlined process for purchase on your website or through an app. Give buyers the option for delivery or scheduling curbside pickup at your physical location. Many of your customers will appreciate the opportunity to see a friendly face and to rebuild their routines.

What Changes: Notifications and Email Alerts

If your business requires you to get up close and personal, like stylist or cosmetologist. Typical waiting areas are not an ideal place for customers who are concerned about their health. You can help people get past the worry with clear communication about what the experience will look like.

Enhancement: Gift Cards, Mobile Apps and Credit Toward Services

Even if you don’t have a hard timeline in place yet for reopening, encouraging customers to order gift cards for themselves or as gifts to others not only brings cash flow into your business but it also builds anticipation for redeeming the credit. Along with re-investing in your companies website, invest time and money in building a mobile app for your brand that allows your to notify them via push notifications and incorporate augmented reality (AR).

https://images.unsplash.com/photo-1582582542002-504761a4c8e6?ixlib=rb-1.2.1&q=85&fm=jpg&crop=entropy&cs=srgb

Bottom Line: Start Small, Be Cautious

As we navigate the reopening of public life together, I want to give you a reminder to lead with empathy. Uncertainty makes it hard to anticipate customers’ reception to in-person experiences, so be sure you’re exceeding expectations with your digital presence. Allow the brick and mortar game plan to follow the guidelines and messaging of the online experience, a reversal of the way things used to be.

Fold in the opportunities for clients to connect with you face-to-face, ensure their and your safety by following guidelines from elected officials and healthcare professionals, and nurture your relationships by treating every engagement with kindness and a view on the long-term outcomes. We’re in this together.

There will never be a perfect time, don’t wait to engage with your customers!

During the pandemic, the latest way to connect with your customers…is to not contact them. Physically, that is. Many businesses are still providing top-notch service, even as we are physically distancing ourselves to lower the risk of contracting or transmitting COVID-19.

Restaurants and bars, along with clothing and goods storefronts, are instituting new methods of getting their food and products to their customers through inventive and creative methods. Rather than allowing new rules to diminish the experience, owners and operators are thinking of ways to provide a positive buying experience and increase long-term loyalty. What does that mean for you and your company as you face the same challenges?

Bundle goods and services in new ways

Across the United States, most restaurants are being labeled as essential service companies but with the rules limiting the number of people allowed to gather in one building, dine-in service is out of the question. I’ve been impressed to see how thoughtful the dining teams have been about packaging whole meals, along with beverages, to still give their customers the appetizer-entrée-desert components in takeaway.

Here in Texas, where I’m based, the governor has relaxed the rules about alcohol delivery and take-way and many places are selling their signature drinks as an add-on. If you sell products, what combinations can you offer customers to help them imagine the experience they can have from a line of haircare or facial goods they may not have imagined? Curating their purchase not only gives them more exposure to your lineup, it helps you understand what combinations can sell in the future.

Invest in packaging

Unboxing videos are a popular way that customers have been sharing their purchases for some years. We use our eyes as part of our enjoyment and investing in new and unique packaging is a low-cost way to surprise your customers.

If you can make the packaging sustainable, that adds a valuable element to why they should be buying from you. Upgrade the bags, boxes and enclosures as well as small touch-points like tags, packaging materials like tissue paper and thank you notes.

Make use of social media to share customer stories

What good is a customer purchase if no one knows they bought it, right? Make a wave by asking your audience to share what they’re buying with their own followers along with their review. You can request this through email marketing or in-app messaging and incentivize it by offering future credit or discounts.

There is a risk that you may have an unhappy customer who isn’t pleased by the change in the buying and delivery process and they decide to share that. However, I’ve found that most people, especially your most loyal customers, are understanding of the ways that commerce is changing and want to support you staying in business.

Keep updated inventory to ensure expectations are met

Almost all of us have experienced that moment of intense disappointment when we’ve added a purchase to cart and are set to check out only to find out that the site had an error and what we want isn’t in stock. You don’t want to be the brand that is letting people down because your inventory wasn’t correct.

Make it a priority to ensure your numbers are correct and updated regularly as customers check out to avoid not being able to fulfill someone’s need for the best work-from-home outfit or self-care product.

Surprise and delight

The brands that go above and beyond in bringing an unexpected smile to their customers’ faces will be rewarded when the travel and gathering restrictions are lifted. The surprise and delight tip doesn’t have to equal a massive spend on your part.

What small ways can you provide an unexpected but welcome moment in the lives of others? The note included in their order thanking them for supporting an independent business, the email that shares a picture of your work from home set up, complete with dogs, cats and kids, or a video dropped on your social media channel that authentically talks about your gratitude. If you can afford, include a freebie that elevates their experience in their orders as well. Be the kindness you wish to see, and it multiplies.


What ways have you seen businesses uniquely providing delivery and carry-out wins from online or in-app purchases?