Editor’s Note: COVID-19 has drastically changed the retail environment and traditional methods used to increase retail sales may not be as effective as they once were. With that being said, this article has been updated with new recommendations to help retailers increase their sales during the pandemic.
Below, we’ll go over how consumers are adapting their gifting plans in light of the pandemic.
Keep reading to find out how you can increase your Mother’s Day sales by taking advantage of consumer spending habits.
4 Ways to Sell More on Mother’s Day
1) Offer Convenience
About ¼ of shoppers state that convenience is most important when picking out a Mother’s Day gift. So make it easy for busy shoppers to find a special gift – both in your store and on your website.
Consider creating a point of purchase display that features all your Mother’s Day merchandise. You can even use signage to lead shoppers to the display. This way, busy shoppers can grab and go.
If you are located in a region impacted by COVID-19 lockdowns, take advantage of your website or ecommerce store instead. In particular, displaying a Mother Day’s section on your website is a great way to increase sales. To make things convenient for your shoppers, add product recommendations. For example, dedicate a part of your website to “Top Products for Mother’s Day” or “Most Popular Gifts for Mom”.
For those retailers with ecommerce stores, highlighting popular fulfillment options on your site is another way to increase convenience. As an example, you can encourage shoppers to purchase products safely with a BOPIS option.
2) Give Your Shoppers Gifting Inspiration
More than 8 in 10 shoppers state that they are looking to retailers for gifting inspiration. You can cater to these shoppers by creating a gift guide to give your customers some ideas.
Start by creating a list of items for different types of mother figures (gifts for an aunt, grandmother, godmother, and new mom etc.). The gift guide should feature merchandise from your store but you can also include some homemade gift ideas too.
It’s important that you make it easy for shoppers to find your gift guide. Since most shoppers will be searching the web for inspiration, display the guide on your website homepage. Include a call to action such as: “Thinking about what to get mom? Check out our Mother’s Day gift guide!”
Not only will this create a better shopping experience for your customers, it will also help you appear higher up in search results.
You can also create email guides to send to your mailing list and printable guides to give to walk-in shoppers.
3) Run Google Shopping Ads for Last Minute Shoppers
With 83% of adults expected to celebrate Mother’s Day, you can bet that there will be last minute shoppers desperately searching online for gift ideas. So target local shoppers who don’t have time to spend on gift shopping by listing your products and promotions on Google with GoogleAds.
Here are some tips for driving traffic to your website or store prior to Mother’s Day:
Create a separate campaign for your Mother’s Day merchandise. This can be done with custom labels. Ultimately, this will help increase your online visibility and reduce your spending costs.
Use remarketing lists to target shoppers who are already familiar with your web site. This includes returning shoppers, previous visitors, and those who abandoned their shopping carts online.
Use descriptive titles and high-quality images.
15% of shoppers are focused on finding a cost-effective gift. So make sure your promotions are displayed through your Merchant Center.
Use holiday keywords in your title and descriptions. Consider targeting general keywords such as “Mother’s Day Gift”, “Gift Ideas for Mother’s Day”, “Mother’s Day Flowers” and so on.
That’s why it’s a great idea to create unique gift baskets for different shoppers
Some good ideas include a Mother’s Day Skincare Gift Basket and a Mother’s Day Healthy Snack Gift Basket. Click here for more Mother’s Day basket ideas.
Gift baskets are a great solution for shoppers who are unsure of what to gift their Mom. Group discounted items with regular price items in each basket. This way, shoppers feel that they are getting more than what they paid for. Not only are gift baskets convenient for shoppers, they present the perfect opportunity to up-sell and cross-sell.
Up-sell by suggesting gift baskets to every shopper in your store. Bundling products in a gift basket will help increase your store’s average order value. Cross-sell by placing smaller gift baskets near the checkout area so shoppers can easily and affordably add them to their orders.
Again, if your store is not able to operate due to COVID-19 related lockdowns, you can always highlight different gift baskets on your website or ecommerce store.
We hope you found these tips helpful. Happy Mother’s Day and happy selling!
Easter is right around the corner and after a year of COVID-19 related restrictions and lockdowns, shoppers are looking forward to celebrating safely with their friends and family. As a result, retail owners can expect to see an increase in sales.
Considering factors such as positive trends in vaccinations, new stimulus funds, as well as growing consumer confidence, the NRF’s annual Easter survey indicates that there is a lot of momentum going into the Spring. This momentum is reflected in consumer spending as 79% of shoppers are expected to celebrate, spending an average of $179.70.
Below, we’ve prepared some tips to help you gear up for the Easter holiday weekend and make the most of this year’s consumer spending habits.
To tempt more shoppers to buy from your store, consider discounting your best selling items. You can even set up a dedicated landing page or section on your website/e-commerce site so shoppers can easily browse through sale or seasonal items.
For example, Mastermind Toys set up an Easter landing page encouraging consumers to shop their Easter merchandise.
2. Reposition Your Products for Easter
Don’t sell chocolate or Easter related products? That’s ok – you don’t have to sell Easter merchandise to benefit from the holiday.
You can always position your products for Easter by finding a unique angle. For example, The Body Shop encouraged customers to celebrate the holiday by treating their loved ones and themselves with their nature inspired products.
Bath and Body Works did something similar with their slogan “Gifts For Every Bunny (And Basket)”.
3. Launch Retargeting Campaigns
It may be a good idea to attract old visitors back to your website with Easter offers and promotions. You can do so with Facebook retargeting ads.
By setting up your Facebook pixel on your website or ecommerce store, you can present different offers based on shoppers’ interaction with your site. The idea is to retarget past users based on their buying intent (e.g. visitors who added to their cart vs shoppers that initiated checkout).
If you are using TAKU eCommerce, click here to find out how to set up your Facebook pixel on your ecommerce site.
4. Promote Popular Fulfillment Options
While pandemic related restrictions and lockdowns are easing in some regions, many consumers still prefer popular fulfillment options such as buy online pick-up in-store (BOPIS), local delivery, and shipping.
You can encourage shoppers to purchase their Easter gifts safely by highlighting some of these fulfillment options on your website. For example, Indigo’s home page calls attention to the fact that shoppers can purchase their Easter items safely with a BOPIS option.
5. Launch a Giveaway on Social Media
An Easter giveaway on social media can be done with little effort and a minimal budget. For instance, you could do a classic giveaway by asking participants to tag a loved one in the comments.
Or you could do something directly related to Easter by asking your followers to guess how many Easter eggs are in a basket. Alternatively, you can apply this concept to one of your products (e.g. making followers guess the weight of chocolate, the amount of beads in a necklace etc.).
Consider boosting your social media giveaway to widen your reach and increase the number of participants.
👇👇👇 Scroll to Download our COVID-19 Survival Tips for Retailers!!
There’s no denying that we now live in a physically and digitally connected world. The benefits of being globally interconnected are visible in the growth and stability of the world economy over the past decade since the 2008 global financial crisis. But history and economies are cyclical. We were already looking at a potential downturn before the recent coronavirus global pandemic started but retailers are now looking at the most unpredictable global business environment in decades. This is where retail crisis management helps to give businesses options to manage the unknown.
For businesses that were launched in good times, owners will now need to quickly adapt to the challenges of managing uncertainty and risk. Like any other business, owning a retail store comes with its fair share of risks. Even at the best of times, store owners must deal with operational risks that impact cash flow. After all, the US economy was strong for the majority of 2019, yet U.S. retailers still lost 50.6 billion due to inventory shrinkage alone.
With the help of new technology, there are ever more ways to tackle theft and organized retail crime, but they are not the only challenges facing retailers today. Whether it’s a natural disaster in the form of a fire or flood, supply chain disruptions, or an employee ranting about the company on social media, unexpected retail risks can have a huge impact on your bottom line.
Fortunately, there are some things you can do to help minimize the risk of unexpected emergencies, plan for interruptions to your retail business, and do your best to protect your employees, assets, and reputation.
I’m not by any means a risk management expert. I am, however, a repeat small business owner. So I know what it’s like to face the terror of a sudden downturn AND not be prepared to deal with negative cash flow. If any of the tips below help others minimize their stress or better prepare for the next crisis, that’s good enough.
Environmental disasters are external crises that are generally out of the control of any one private business. These include forest fires, hurricanes and, of course, global health pandemics. Because these are environmental and often cannot be predicted, these are often the most costly. They usually impact the economies of entire countries, can cost billions of dollars in damage to affected businesses and homes, and require a long recovery time. Besides the $1 billion in lost sales experienced by retailers during hurricanes Katrina and Harvey, these disasters resulted in $125 billion in property damage.
Business Insurance for Major Disasters
Nobody really likes to purchase business insurance but it’s often critical to the survival of a company in the face of a business-interrupting disaster. Even if you don’t live in an area that is prone to serious storms or other seasonal events, you need to make sure you have enough insurance to cover fire/water damage for your inventory, assets or property. Not only is this type of coverage mandatory on some leaseholds, it’s the only way to protect yourself against legal claims if there is 3rd party damage during an incident, which is also a key part of retail crisis management.
It’s important to remember that environmental disasters can be considered “acts of God” or “force majeure” and can nullify some insurance depending on your carrier and the type of plan you have. While some companies will step up at times of crises, you shouldn’t count on the possibility of coverage in the middle of a disaster if your plan has such exemptions. This is exactly why you should always read your insurance policy to understand what type of financial coverage you are actually buying. If the language in the fine print is too much, write to your insurance broker to make sure they give you a clear written response on what coverage you get with your insurance premiums
Technology, Flexibility and Adaptability
Adaptability for a business today is often tied to flexibility and technology. How flexible your processes are will determine how quickly you can adapt to different market environments. For retailers, this means using technology and tools that will allow you to immediately change how you are selling or taking payment with customers. The latest cloud systems not only automatically back-up your data, they work on any device and allow you to sell wherever your customer is. So when your store suddenly loses power, you can switch from your till to your mobile phone to keep selling.
For retailers dealing with the impact of COVID-19, for example, shutting down may not be an immediate option. Small businesses who cannot afford to shutdown or are looking for better ways to manage the impact are encouraged to:Download our free checklist
Add or Expand Digital Sales Channels including e-commerce for shipment or pick-up in store.
Offer Contactless “Leave At My Door” Delivery with prepaid orders online, by phone, fax or email.
Encourage Visible Hygiene Management in store by having all staff use gloves or wear masks. Have hand sanitizers readily available at the checkout area, near doors with handles, etc.
Encourage Social Distance In Store by increasing the space in the checkout area between cashiers and where shoppers are waiting to pay. Stop offering samples unless they are pre-packaged.
Encourage “Contactless” Payments (e.g. tap or Apple Pay) and discourage the use of cash to protect your staff wherever possible. You may want to increase your “contactless” limit with your merchant processor but remember that you are liable for any potential chargebacks on “contactless” payments.
Minimize Any Processes that Require Touch such as loyalty programs that require a tablet. Print out a QR code or signage for your web site and encourage users to sign up on their own phones.
Sell In Store Gift Cards with an Incentive (e.g. extra $15 for every $100 gift card) to encourage shoppers to come back to the store when things are back to normal.
Offer Free Pens to shoppers who don’t have their own. It’s a cost-effective gift that discourages the use of public pens and helps customers remember you. Remember to minimize touch when offering them.
Communicate Proper Treatment Procedures when staff are sick. Make sure all managers and staff know what to do when they are sick. There is a lot of information out there – be sure to refer to the most credible medical sources in your country. In Canada, that will mean the public health authorities for your province or territory. In the US, the CDC is a reliable authority for guidance. For further details, you can also review the steps to prepare worksplaces for COVID-19 published by the WHO.
Limit Stock Quantities for any essential household and medical products to avoid stock outs.
Not all emergencies are external. There are a number of internal risks within a company, many of which aren’t any less significant to the survival of a business than, for example, a natural disaster. You’ll want to work with workplace safety experts if your workplace involves food, hazardous materials or any type of production but for most of us in retail, cash flow, reputation and operations crises are usually top-of-mind for small business owners.
Cash Flow is the Lifeblood of a Business
I’m not the first business owner to say that timing is everything when running a business. During good times, this can refer to being in the right place when unusual opportunities present themselves. During bad times, this refers to whether you are financially in a position to survive when there is an interruption to the business. And more often than not, retail crisis management refers to your cash flow position because you need to have access to liquidity or credit to be able to get through an unusually slow period – you can’t sell hard assets quickly or for a good price in the middle of a crisis. So yes, while a natural disaster is completely unexpected and is out of anybody’s control, what you can control is the position you are in when disaster strikes.
I’m certainly not trying to preach about the virtues of keeping unused cash in the bank (assuming there is even any) instead of reinvesting in the business, etc. But if you haven’t already, you may want to get approved for a line of credit only for emergencies when the business is booming or you have the opportunity to. The key is to get credit when you don’t need it and to not use these emergency resources for any daily operations. Yes, hindsight is 50-50, and this won’t help you if you’re already dealing with an emergency but history does repeat itself so can better prepare yourself for the future.
Operations Resilience Planning
Operations covers many different parts of a business. It’s not possible to list every area a business owner or manager can review but, by and large, most retailers should always have some sort of plan in place for:
Succession or delegation if management is incapacitated
Data loss or privacy breaches
Supply chain breakdown
1) Management Incapacitation
Nobody ever wants to think about a scenario in which they aren’t around. But the fact is, if you are a small business owner, you are likely an employer and others depend on you for their livelihood. You can plan for every possible risk but if you cannot issue payroll, approve payments or make important decisions when they need to be made, you’re exposing your business to extra risk. Make sure you have a contingency plan in place for your own responsibilities including who is authorized to access company bank accounts during an emergency. Speak to your accountant or lawyer to learn more about the options.
2) Data Loss or Privacy Breaches
Just as many people rely on smartphones to remember all of their contacts, the data you use to run and track your business is irreplaceable. In a retail business, this usually refers to your POS data. Not only is the information stored in your POS system critical to your business decisions (e.g. how much product to order based on sales, etc.), it’s also a legal requirement in most countries to both collect sales taxes and report profitability.
Not only do natural disasters damage physical structures like storefronts and warehouses, they can also lead to a loss of important company files and data. Environmental disasters aside, as a business, you are also exposed to ransomware or database hacks on a daily basis. Luckily data security is definitely something you can more affordably control now in the age of cloud computing. It doesn’t matter what type of technology you use in your business operations. Don’t take a chance with unexpected damages or hardware failure with your business data. Store it in the cloud, or better yet, use a cloud POS system so that you can run your business from anywhere. After all, even if your data is secure, you need access to your POS system and other retail management tools to be able to continue operating.
With GDPR in Europe and ever more privacy regulations everywhere around the world, it’s important for small businesses to start on the process of developing and implementing a privacy strategy to protect their reputation with customers. There’s no point stressing out over the fact that you may have missed certain regulatory deadlines. Regulators and customers everywhere would rather see that a company has a plan and is working on improving rather than giving up or saying “it doesn’t apply to me.” For some basic steps you can take to get started on how to better manage privacy in your small business, you can refer to this blog post.
3) Supply Chain Breakdown
If just one link in a retailer’s supply chain is broken, it can have a significant impact on business operations and profit. Which is why retailers need to be able to react quickly to unexpected supply chain events – whether it is a natural disaster, supplier failure, political or labour strife.
While there is no way to prevent these events from taking place, there are measures you can take internally to minimize the impact of such disruptions and be better prepared including:
Retail Crisis Management is Risk Management
Having total supply chain visibility involves looking at possible environmental, social, and political risks. Identify possible “what-if” scenarios – what happens if a supplier is facing a weather disruption and loses power? Do you have an alternative source? What if there are transportation delays? What if political events drive up prices of raw materials? These “what-if” scenarios are numerous and may seem unlikely to occur in the first place. But it’s important to know what that list looks like first so that you can start to develop contingency plans to have more options when an unexpected crisis does take place.
Look at manufacturing and distribution coverage
Depending on the size of your business, broaden your connections by reaching out to suppliers in different networks and regions. Seeking out alternate suppliers in different locations will help you re-route orders if one of your suppliers is negatively impacted by an external event.
Unexpected issues and events can arise when inventory is being transported to and from distribution centers. For instance, merchandise can be stolen, delays can occur, and weather disruptions can cause damage to roads and transport routes. To prepare for these risks, it’s important to have transport flexibility. In other words, if one avenue of delivery is disrupted, ensure that you have the capability to switch and depend on another logistics channel. If instead, you opt to go for a third-party logistic provider, it’s a good idea to ensure that they can also provide the same kind of flexibility.
Remember that changes in lead times with suppliers during a major disaster will likely change the speed and cost of transport you will need. Do a cost analysis of what your business can afford to spend to get products to you and make sure you have the credit or cash flow necessary to fund the upgrades. During an emergency, you may need to consider foregoing profits or even taking a loss simply to keep enough revenue flowing through the business to cover fixed overhead costs.
Brand reputation and reputation management are critical to a retailer’s success. In fact, a report done by Total Retail shows that 90% of shoppers have chosen not to purchase from a company because of its bad reputation. Which is why consumers are increasingly relying on reviews to determine the quality of a business.
But, certain circumstances can arise that can quickly impact the viability and perception of your brand – e.g. a distraught employee publicly telling off a customer, poor management of health risks, etc. – creating distrust amongst consumers, and so on.
Help your retail business build a reputable brand and better prepare for compromising situations:
1) Be transparent about company policies and preventative procedures
In the case of an external crisis, consumers start distrusting businesses. Under these circumstances, it’s best to get ahead of the situation by reassuring employees, suppliers, partners and shoppers that you are taking preventative action or being as proactive as you can. During the recent coronavirus pandemic, StichFix made sure that members were aware of the rigorous cleaning process their clothing goes through between rentals to minimize any fears customers had about the cleanliness of renting clothes.
2) Manage negative reviews promptly
Gathering customer reviews is one of the best ways to make a good impression on a potential shopper. And even if you receive negative feedback, remember that it’s normal (and more realistic) for companies to receive a few bad reviews, just as long as you respond promptly and clearly show to customers that you are taking action. To learn more about customer review management and how to respond to reviews, click here.
3) Clearly communicate staff expectations
Setting clear company expectations with every new employee will pay off in the future when you’re trying to contain a potential public relations emergency. You may not be comfortable with the unconventional employee handbook Telsa gives its employees but the point is that you can’t expect employees to know what you expect without giving them some guidelines. Depending on the size of your business, it shouldn’t be an extensive document but it’s worth those late nights or legal fees to get one prepared since you will be sharing it repeatedly in your company. And, of course, communication doesn’t stop with orientation or handbooks. Part of retail crisis management is clearly communicating with employees and setting a good example during and after any crisis. There’s no better way for senior management to walk the talk.
We hope you found this article helpful.
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With most businesses back on their feet and not just relying on online sales to keep them afloat, retailers can start thinking of ways to drive foot traffic back to their stores.
Having said that, traditional methods of driving foot traffic may not be as effective as before. With safety and cleanliness being the main concern of most shoppers, experience-based strategies such as in-store events and classes are no longer practical as they once were pre-pandemic.
That’s why we’ve put together 5 strategies to help store owners drive foot traffic in a post-COVID-19 retail environment. Check them out below.
1. Focus on Health & Safety
Shoppers don’t want to feel at risk of contracting COVID-19 when they enter your store. So if you want more customers to shop at your physical store, you need to make them feel like it is safe to do so.
You can build trust with shoppers by visibly cleaning and sanitizing your shop, providing staff (and if possible customers) with masks, and placing hand sanitizer throughout the store. It is also a good idea to limit the amount of shoppers allowed inside at a given time. Consider placing social distancing markers or decals on the floor. This will help ensure that customers are following social distancing guidelines once they enter your store.
For more information on how to implement health & safety measures post-COVID-19, download our checklist here. Depending on the demographics (e.g. a lot of your customers are seniors) in your area and the space available in your store for people to socially-distance themselves while shopping, you may want to consider a mandatory mask policy. These can be controversial and must be implemented and managed carefully to minimize potential friction. Learn more about how to manage and implement mask policies in your store.
Don’t forget to take advantage of digital channels (social media, SMS, email) to communicate with shoppers. This way, customers will be aware of the health and safety measures you have in place and will be more comfortable coming to your store.
Remember – generating store foot traffic during the pandemic is not just about being the trendiest, cheapest, or most unique brand, it is about appearing safe.
2. Double-down on Google
Hundreds of millions of shoppers use Google everyday to start their product searches, making it the ideal place to list your merchandise.
Merchants in the U.S. can now access this feature for free while an international rollout is expected by the end of the year.
TAKU Retail POS has partnered with Google to make it easier for retailers to automatically sync and optimize their product listings. With TAKU, merchants can choose to send their existing POS product information with the built-in feature to unlock the free product listings. Because this is a built-in integration right in the POS, there’s no data entry required. To learn more, click here.
TAKU’s integration with Google also allows you to display your product catalogue online through Google’s “See what’s in store,” a free showcase directly below your Google store listing. SWIS lets you display your store’s stock and products online with real-time stock updates, attracting nearby shoppers to your store.
As the saying goes, showing up is half the battle. Shoppers need to know when your store is actually open. A shopper that shows up to a closed store because the opening hours listed for your business on Google Maps are outdated likely won’t be back. Make sure you have a verified Google My Business (GMB) store listing and keep your store hours up-to-date. If you’re not using GMB yet, do it right away as it’s the best free online marketing tool available to small businesses. For more information, check out our blog post about why retailers need Google My Business.
Contactless payments are not only convenient, they also provide retailers with a safe and secure way to take payments in-store. Throughout the pandemic, contactless transactions have increased and even become a preferred payment method among consumers. Offering contactless payment will help customers feel safer when purchasing as they don’t have to touch high contact surfaces such as PIN pads or checkout counters.
Due to the COVID-19 pandemic, the demand for contactless payment and pickup methods has significantly increased and stores that offer them will be more attractive to customers when they’re choosing where to shop.
One thing to remember though, is that contactless payments may not be EMV and therefore you may be liable for chargebacks. Prior to the pandemic, merchants would generally set their contactless limits at $50 to $100 per card per day but since March, many retailers have opted to increase the limit to make it easier for customers to buy more when they are in-store. But higher tap limits will increase the chance that those merchants will be responsible for higher-value chargebacks. Make sure to check with your merchant processor regarding liability and what you can do to protect yourself if you ever need to appeal a chargeback (e.g. getting signatures, installing CCTV cameras, etc.) if you are considering adding contactless for the first time or increasing your contactless daily limits.
4. Buy Online, Pickup In-store
For customers that are not comfortable shopping in-store, you can create a contactless retail experience with buy online, pickup in-store (BOPIS) or pickup at curbside. Shoppers can use your website to browse items, pay online and simply drive to your location when their order is ready for pickup. Once it is safe to offer in-store pickup in a safe, efficient manner, this is always our recommended fulfillment option for retailers that have physical stores. In-store pickups are not only more cost-effective (e.g. no packing or shipping costs), they generally have lower return rates since people can check products prior to pickup and, most importantly, they can lead to higher-margin impulse buys when shoppers see other products they might want to purchase once they are in your store. This is why it is important for retailers to plan carefully where they will place their pickup location in-store. It should be a location that allows shoppers to feel safe (e.g. allows enough space for social distancing) while making it convenient for them to see and pick up additional items quickly.
To make it easier for their staff, retailers should consider enabling staggered pickup times at checkout. This way, long lines and crowds can be avoided as customers must make an appointment to pick up their purchases. All-in-one sales platforms such as TAKU have a built-in function in their online store builder to allow shoppers to choose a pickup date and time at checkout.
5. Exclusive In-store Promotions
Running in-store promotions is a tried and tested way to drive foot traffic. However, retailers need to be strategic about how they run promotions so that they can maximize profitability. Using promotions to generate foot traffic can be done by creating exclusive in-store offers which incentivize customers to come to your store rather than shop online.
The following are some promotional strategies retailers can use:
Exclusivity with Private In-store Appointments – this strategy works particularly well if you are selling higher-value products that can benefit from having a sales associate involved to answer any questions
Exclusivity with In-Store Promotions – use your email marketing lists and social media posts to promote special offers to your best customers with limited time/quantity in-store only promotions specifically for them
In-Store Bundle Discounts – this strategy is particularly useful when you have excess stock you are looking to get rid of but want to ensure a minimum basket size in-store
Surprise In-Store Markdowns – random markdowns such as “score of the week” are effective in attracting both new and returning customers. These promotions are usually less risky as you know exactly how the discount will affect your margins. A smart POS system can analyze in-store promotions, allowing store owners to see trends and margins.
Conditional In-Store Offers – examples include spend a certain amount and get a free item, buy a certain item and save a percentage off your entire order etc.
Want more retail tips? Find out more about retail merchandising below
As retail businesses slowly begin to re-open, the question everyone is asking is what will be the new normal. It will be critical to consider not only how the pandemic has affected the habits of shoppers, but also what they will be expecting from retailers when they start returning to the physical store. Several key things to consider are:
1) How much of the current change in consumer habits will be permanent
2) How can small businesses adapt for growth post COVID-19
3) The importance of marketing and engaging with customers online
Change in Shopping Habits
With the ongoing uncertainty, there are key categories that will remain important for consumers over the next 6-12 months. Health is the new wealth, and there will be increasing demand for products related to personal care, wellness, and nutrition. After all, “in-homing” may end up being a permanent change for some companies and workplaces. Interior design services and home furnishing businesses have and may continue to experience a growth post COVID-19 as people redesign their living spaces. Categories such as electronics, home and kitchen appliances, media and gaming, toys, sporting goods, DIY, and crafts are expected to be in demand over the long-term.
New Behaviours and Shopper Expectations
Shoppers will not go back to their old ways post COVID-19. Even when safety is no longer a concern, some of the short-term behaviours adopted may become permanent — 29% of shoppers have stated that they are now making online purchases for items they would have previously only purchased in stores. On the other hand, shoppers will also crave that face-to-face human interaction they’ve missed after months of social isolation. This means that the focus should still be on creating a great in-store customer experience if you want to maximize the potential of your store. There will also be new expectations on what a great shopping experience will look like which is why the seamless management of both online and physical shopping is so important during and even after the pandemic. This can be something as simple as being able to handle inventory levels in real-time across all of your sales channels to avoid selling your customers products you don’t have in stock.
Consumers will also be looking at retailers to provide comfort and a sense of well-being post COVID-19 as the current demand for cleanliness is unlikely to go away any time soon. Frequent cleaning and investing in equipment such as hand sanitizer posts, plexi-glass screens, and contactless self-checkout options will be necessary as currently over 85% of US consumers prefer to shop in stores with no-touch options. Investing in new processes and training is also critical to ensure employees follow new procedures to make customers feel comfortable as they shop in physical stores.
Adapting for Long-Term Growth
Many retailers are now focused on trying to apply quick fixes to move online during the pandemic. But this is very different from planning for the “New Normal”, where your business will need the flexibility to serve your customers wherever and however they need to be served. Businesses will also need to consider the higher delivery and labour costs involved with digital commerce, and try to find new ways to up-sell and improve the size of baskets online or encourage curbside pickup in order to increase profitability. Modern retail software platforms such as TAKU support retailers with a single view of all the data across all of your sales devices (checkout tills, mPOS), all of your sales channels (in-store, online, social media, marketplaces), and all of your delivery methods (shipping or pickup). Unifying all of your sales, customer and inventory data will be critical to your being able to react quickly to meet the new expectations of the post COVID-19 shopper.
Re-Assess your Business to Remain Relevant and Manage Risk
For some retailers, now is also the time to review your business model, and reinvent. Local distilleries, apparel, and home furnishing stores have all adapted to help produce PPE to support frontline workers, and the general public. Meanwhile traditional wholesalers have started selling direct-to-customer. Restaurants have begun selling meal-kits, and creating mini storefronts for essential ingredients. More service-oriented businesses such as beauty salons or after school programs are now offering DIY kits or programs that enable consumers to use their products while in-homing. This type of creativity and resilience helps businesses to broaden their offering, and manage their risk in preparation for the potential second wave when flu season is back again.
As every country is at a different stage of the pandemic cycle, shopper trends will also differ by market. A key opportunity for growth will be to leverage technology that gives you operational flexibility and the ability to sell outside of your current market. With a second wave expected in the fall, and the economic pressures that are already being felt across markets, diversifying and broadening your consumer base online will be essential to managing your business risk locally.
Importance of Marketing
It is critical to continue to connect with your customers and community so they know when and how to support your business, even after your store re-opens. One advantage of marketing during a downturn is that it is now also cheaper for businesses to buy digital advertising. Companies have also rallied together to help small businesses which have struggled to quickly adapt to selling online during this pandemic. Local free marketing platforms such as Support Retail help small businesses by providing consumers with a tool that allows them to easily find local retailers by type, location, or alphabetically. Support Retail also helps provide free social postings for local retailers via its Facebook, Twitter or Instagram pages.
Facebook and Instagram have also introduced new features to help local businesses that have limited marketing budgets to set-up a more effective e-commerce strategy. #supportsmallbusiness hashtag, “support small business” sticker, “business nearby” feature, and business messenger inbox are just some of the tools developed to help users rally around local retailers. These tools enable small businesses to reach their audience online, and also run focused campaigns to local communities at a lower cost.
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Considering everything that is going on with the Coronavirus outbreak, Mother’s Day 2020 is taking place at an unusual time. But even though consumer shopping habits and behaviour have changed dramatically since COVID-19 was declared a pandemic, shoppers are still planning to celebrate.
So make your merchandise stand out by putting a spotlight on Mother’s Day. You can do so by featuring Mother’s Day related products on the homepage of your e-commerce store.
Many e-commerce providers, including TAKU eCommerce, allow merchants to highlight specific merchandise by adding featured products to their store homepage. Featured products help retailers attract customer attention to certain items in their store and sell them faster. Here are a few tips when it comes to highlighting your merchandise:
Leveraging social media platforms such as Facebook and Instagram that allow you to sell products directly, can help boost Mother’s Day exposure and sales. Here are a few things to keep in mind when promoting on social media:
Sell on Instagram and Facebook Shop: with billions of monthly active users, it is guaranteed that your customers are already on Facebook and Instagram. You can take advantage of their popularity to reach more customers and boost sales. Providing a way for them to browse and buy your products directly also increases the likelihood that they will make a purchase. All shoppers have to do is click on the “Shop” or “Store” tab to view your products. To find out how you can set up Facebook Shop in a few easy steps, click here . For more information on how to sell on Instagram, click here.
Here are a few ways you can provide your shoppers with convenience this Mother’s Day:
Offer contactless pickup and delivery options: With stores closed, shoppers still want a way to give something special to their moms. Offering the safety and convenience of contactless curbside pickup or delivery makes shopping easier for customers, gives them more flexibility, and helps them save on shipping costs. In turn, this boosts customer loyalty while strengthening your brand image. If you would like to learn how to set up curbside pickup in a few simple steps on TAKU eCommerce, click here.
Be helpful: try to be helpful instead of salesy in your Mother’s Day marketing campaign. Consider creating a Mother’s Day gift guide on your website or offer DIY gift ideas etc.