Posted May 15, 2020 - Updated March 15, 2021
As we enter the second year of the COVID-19 pandemic, retail businesses continue to operate under strict health and safety regulations. Different parts of the country are in different stages of reopening, with some businesses required to limit capacity and others forced to remain closed. If you’re one of those businesses, how can you remain top-of-mind with consumers?
In addition to the challenges around mandated closures, businesses are operating in a world that continues to change rapidly — a world where consumers are constantly adjusting to “the new normal.” What people are purchasing, where they shop for new products, and how they buy them — all are shifting in response to the pandemic.
We have created a list of top ways for you to stay ahead and keep connected with your consumers:
1. Inform
Although vaccines are bringing hope to the battle against COVID-19, the rise of COVID variants and delays in vaccine roll-outs mean the situation remains fluid. So it’s important to provide ongoing updates to your community and consumers. Some examples include:
Sharing a current video explaining how your business is operating and how you continue working to keep your consumers and staff safe
Updating your website/social media to inform your audience of current hours, curbside pickup and delivery options, and safety measures you have in place
2. Share Valuable And Relevant Content
If your posts are out of date, if they are incorrect, or if they don’t provide value to consumers, it is unlikely that they will engage your audience. Create content that answers the questions or addresses the concerns you hear most often from customers. Monitor feedback and response to make sure your messaging is clear.
3. Engage, Engage, Engage!
Consumers have questions, comments and concerns. It’s important to address them head on, so give people multiple channels to connect with you. Post FAQs (frequently asked questions) on your website. Create signage in-store. Monitor social media regularly and reply as quickly as possible. Train your staff and provide them with key messages for answering questions over the phone.
4. Provide Unique Offers
Keep consumers excited about your products or services while creating something of value for them. Timely promotions help your brand stand out and earn repeat business. Some examples are listed here:
Offer flash sales or 20% off gift cards
Restaurants can offer themed meals, discounted pickup or free delivery
Offer health care workers and first responders a discount or a chance to "skip the line" with valid ID — this shows you support the community.
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