The COVID-19 crisis has been traumatic for merchants and shoppers alike. With so many cities, regions and countries under lockdown, normal shopping routines have been disrupted. Many small businesses have adapted to offer alternative ways to shop from phone or chat orders to full online stores with curbside pickup and delivery.
Here are a few steps you can take to make sure local shoppers are aware that you’re open and let them know how they can support your business.
1. Update your Existing Customers by Email
If you’ve been collecting customer emails or regularly send out email newsletters, make sure to update your customers about updated store hours and new ordering methods. Email is often the easiest way in which to quickly communicate with your most loyal customers. Make sure to use an email marketing tool such as MailChimp so that customers can unsubscribe as required by privacy regulations.
2. Update your Google My Business (GMB) profile
One of the easiest and most effective ways you can communicate with your customers is by updating your Google My Business profile and other popular online local directory listings.
At a time like this, your customers are looking for updated information on your business operations. Google and Google Maps are often the first place that shoppers go to look for this information and so, your GMB profile needs to be accurate.
For example, if your hours of operation have changed because of Covid-19, you are temporarily closed, or are offering curbside pickup, you can update your GMB profile to reflect these changes.
Here are a few tips for providing the most accurate information to your customers:
Let people know if you have changed your services (e.g. if you are now selling products online through e-commerce or marketplaces, offering curbside pickup etc.)
If you are able to sell online, make sure you link your GMB profile directly to your online store to avoid shoppers missing your products.
Update your business hours & ensure phone number accuracy
Share any precautions your business is taking (in relation to cleaning and sanitizing products, new procedures, employee policies)
Stay connected to your customers by downloading the Google My Business app and turning on messaging. This way, it will be easier for customers to reach you.
In light of the COVID-19 outbreak, Google My Business has also released new features to help merchants communicate with their shoppers about updates pertaining to their businesses. These updates include:
The ability to mark a business or location as temporarily closed
You can add COVID-19 updates via GMB Posts in order to share timely updates about how your business is responding to the outbreak. Google has even created a tool for you to create free customized marketing materials. If you already have a verified Google My Business account, just visit https://marketingkit.withgoogle.com/ and type in your store name and easily customize the designs.
While it does not pertain to retailers, restaurants and quick service businesses can also specify new attributes such as takeout, dine-in, and delivery.
3. Get Added to Local Directory Listings
Other local directory listings also provide important information about your business to potential customers. Simply put, adding your business and maintaining updated listings in as many directories as possible will make it easier for customers to find you online.
So if you haven’t already, consider adding your business to the following online directories:
In response to the COVID-19 outbreak, we’ve developed SupportRetail as a free tool to help connect local businesses to shoppers in the area who are looking for products that their business sells.
Getting listed on these directories helps your business increase your rankings in search results and reach more local shoppers. And the best part is that most of them are free to use and they generally only require a few steps to get set up!
4. Update your Social Media
Social media is one of the most useful channels for communicating and connecting with shoppers. Sending customers constant updates via email or SMS can backfire during these stressful times, whereas social media has proven to be much more accessible. Leveraging social media channels such as Facebook, Twitter and Instagram is key to a good communications strategy.
Here are a few recommendations when it comes to communicating with shoppers via social media:
Update your store on Instagram, Facebook or Twitter to let shoppers know how your services have changed. This includes updating your store hours, contact details, and how your business is responding to the current climate.
Make sure to link the Facebook, Instagram or Twitter pages for your business directly to your online store as you want shoppers to land directly in your webstore and see products when they click through.
As you can see below, Facebook has also added a special feature that allows business owners to specify how their services have changed in response to COVID-19.
Update your store’s Facebook Page to let shoppers know how your services have changed. This includes updating your store hours, contact details, and how your business is responding to the current climate. As you can see below, Facebook has added a feature that allows business owners to specify how their services have changed in response to COVID-19.
Share credible and relevant information: There are a few things that customers want to know right now. Is your store still open? If not, are you taking orders via e-commerce? How can they contact customer support? What measures are you taking to protect your employees? How are you supporting your local community? What can your local community do to serve you?
Help uplift your community and customers: In addition to keeping your customers updated, be helpful and courteous. Remember, the way you respond to this crisis is a reflection of your brand and company values. Your social posts and promotions need to reflect what is going on in the world right now. Otherwise, you risk coming across as tone-deaf or less credible.
5. Update your Website
Think of your homepage as a digital storefront. Your customers will use your homepage to find any promotions, navigate to product pages, find updates about your business etc.
Remember: If you are using the TAKU eCommerce WordPress plugin, you will need to link your e-commerce store to your existing navigation menu. Otherwise, your customers will not be able to get to your webstore from your website menu.
Consider having a banner or a section on your homepage that shares important information and updates about how you are responding to the current situation. For example, let shoppers know that you are offering curbside pickup or delivery options, updated customer service contact information, how customers can support you by purchasing gift cards, etc.
Note: Make sure to keep the most up-to-date information at the top of your message as you add new features and remove any outdated information. Customers may be shopping online and may not scroll to see messages further down the page.
6. Do a quick online search
Once you’re published, make sure you do a quick online search of your store to see how you rank in the search results and to make sure all of your links are updated. If you have any old or outdated links that have permanently changed, you can look into doing 301 redirects to get them automatically directed to the new URL addresses. If you’re not familiar with 301 redirects, you can ask your website administrator to assist.
While your physical doors may be closed, that doesn’t mean you can’t be open for business. You can still serve your customers by shifting your business online and offering curbside pickup and delivery options. To help you make the transition, TAKU eCommerce is offering a free trial until July 1st, 2020. Click here to learn more.
We hope you found this article helpful.
Keep an eye out on our blog for more e-commerce tips.
For more information on TAKU eCommerce, click here.
👇👇👇 Scroll to Download the PDF Version ofour COVID-19 Survival Tips for Retailers!!
For retailers dealing with the impact of COVID-19, shutting down may not be an immediate option, particularly if they are an essential business in their community. Over the past 10 days, we’ve spoken with many small businesses who are looking for ways to better manage the impact. Scroll down for tips on how you can minimize the impact of COVID-19:
Sell Online and Stay in Contact with your Customers
Offer Contact-less Options. It is expected that shopper behaviour will be significantly impacted by COVID-19 at least until there is a vaccine developed next year. This means that shoppers will have health and safety top-of-mind for the foreseeable future. Prepare now to make sure you are prepared before your competitors. Take this time to set up “Leave At My Door” delivery options or “pre-scheduled contactless curbside pickup” with orders placed online, by phone, fax or email. These are great options as you have confirmed pre-paid sales before you pack an order, you minimize staff and customer exposure and you avoid the cost of packaging products for shipment.
Make sure you have a Google My Businessprofile and keep your store hours up-to-date. For a limited time, Google will be showcasing any Posts made on merchant GMB profiles to people searching locally to ensure that local businesses get more coverage in their community. GMB Local Posts are a free (!!) and effective way to stand out in local searches and update shoppers about any new offers, delivery options, etc
Connect with local businesses to pool resources. Large retailers who rely on delivery such as Amazon can’t ship products in a timely manner anymore. There may be an opportunity for your local businesses to step up, particularly if you supply complementary products by offering local delivery together.
Keep an eye out for government Requests for Proposals if you’re in a position to re-tool your business to help address the challenge of COVID-19..
Look for ways to leverage the new “Stay-at-home Economy,”the new market created by demand from family, friends and children in self-isolation as a result of coronavirus. There are reports of sizable increases in at-home related categories including: personal fitness gear, home office equipment, indoor games, home and garden supplies, educational materials and books, hobbies, entertainment-related electronics, direct-to-consumer (DTC) friendly products suitable for mail-order subscriptions such as coffee, etc.
Keep an eye on your POS sales datato see if there are new trends to make sure you are stocking and promoting the products that shoppers want now vs. what they wanted to buy a few months ago.
Take advantage of marketing offers to get free ad creditsto reduce the cost of staying in contact with customers. For example, Google has announced $340 million in Google Ads credits available to all SMBs with active accounts over the past year. Credit notifications will appear in your existing Google Ads accounts and can be used at any point until the end of 2020 across Google advertising platforms.
Be flexible and don’t be afraid to take action.A flexible and adaptable mindset is what will get you through this crisis. The situation is changing day-by-day which means you will need to make adjustments in your response. Even if you come up against resistance in the beginning, shoppers will eventually come around because people still need to buy and consume things.
Expect long-term changes in shopper behavior.While some pre-crisis shopper behavior will return, this pandemic will have long-term impact on general shopping behavior. Make sure you’re aware of those changes and adapt your business to match them. My parents are both over the age of 70 and have never ordered anything online in their lives. While they still prefer shopping in stores, needless to say, they are both avid online grocery shoppers now and will likely continue to buy more online in the future as they find it more convenient for re-stocking.
If sell B2B, find a way to pivot to target recession-resistant or essential companiesas they will be the most likely to invest in new products or services.
In-Store Management Tips
1) 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. If possible, have staff wipe baskets or trolley handles before passing them to shoppers.
2) Have clear signage to help customers understand the impact of COVID-19 on your store and what to expect for their shopping experience. Download these signs from CFIB to customize for your own business: Temporary Closure Notice, Safety Notice to Visitors
3) Pre-pack bulk goods such as fresh produce wherever possible to minimize touch. Stop offering samples unless they are pre-packaged.
4) Encourage Social Distance In Store by increasing the space in the checkout area between cashiers and where shoppers are waiting to pay. It’s as simple as adding tape on the floor to clearly show where shoppers need to stand as Walmart has done. Costco has famously used pallets to enforce social distance requirements in an orderly fashion.
5) Merchandise for fast retail as most shoppers will be shopping for necessity versus discovery. Keeping in mind the social distance required for safety, you will want to consider moving fast-moving goods in an easier to access location.
6) Put up transparent barriers wherever possible to minimize transmission while protecting staff.
7) Encourage “Contactless” Payments (e.g. tap or Apple Pay) and discourage the use of cash to protect your staff wherever possible. You may even want to increase your “contactless” limit with your merchant processor but remember that you are liable for any potential chargebacks on “contactless” payments.
8) If you are an essential business that is still sourcing, pay special attention to your supply chain. Anything sourced from areas dealing with a surge in COVID-19 cases will need alternatives in place. If necessary, even look at your suppliers’ suppliers for critical products.
9) Minimize Any Processes that Require Touch such as loyalty programs that require a tablet or credit card terminals that require optional prompts. Print out a QR code or signage for your web site and encourage users to sign up on their own phones.
10) Review Receipt Management Procedures to train staff to put receipts directly into shopping bags instead of handing them to customers or, even better, ask if they are ok to receive their receipts by email. Remember that privacy regulations require that you get positive customer consent to save their emails for future use so use an integrated email marketing tool to capture consent that will allow customers to unsubscribe themselves.
11) 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.
12) 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.
13) 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.
14) Minimize the Number of Shoppers In-Store to protect your own employees and make sure that shoppers are both comfortable and safe while in your store.