Ready for the ReStart?

Getting ready for the restart? So far, 2020 has been a doozy of a year!  Over the last few months, we have all been affected by the global pandemic. Many small businesses have had to close their doors – sadly, some for good. Others are just starting to come out of the doldrums and are trying to regain that “normal” life we all had only a few short months ago.

If any of this rings true for you, you’re not alone! So now that we’re beginning to see lifting restrictions, how exactly do we all get back to normal? 
If your business had to close during lockdown, what do you do now?
Has your business or your reputation been affected by the sudden closure? Your bottom line no doubt has! 
What have search engines like Google and Bing been up to while you’ve been away?
What about amped up social media? Have any “over” reactions, affected you unknowingly?
Is there a re-start checklist you should run through before you open the doors again?
What about after you re-open?
Do you really need to worry about all of this?

The next few weeks are the time to start figuring all of these out.

Any way you look at this, the silver lining is that we’re all dealing with this pandemic. Maybe there’s two competing businesses re-opening after months of closure in the same small town.  Should one just spend a bit more money than the other guy on advertising? That could be one strategy to consider but what about others?

Looking at factors that go into your overall impression in the local market place?

Which should you focus on first to make sure you’re ready for the restart :

Online Marketing

• Embrace Digital channels. Take advantage of digital channels like social media, email, SMS etc. to let your customers know that your store is re-opening.  Mention how your store is implementing health and safety procedures and physical distancing. Shoppers will still be hesitant to leave their homes. Give shoppers peace of mind that your store is first of all safe.  Then secondly STILL here for them and their specific shopping needs.
• Run promotions. It will take time for things to return to normal. Incentivize shoppers by offering promotional deals or by highlighting relevant products (e.g. face masks).
• Update Google My Business. Make sure to update your Google My Business listing and let customers know you are open for curbside pickup or delivery. If you are planning on shortening your store hours, you should also adjust your hours of operation on your listing.  Be current and remember to be active on this platform – it matters! Get ready for the restart now.
• Get added to local directories. Adding your business to local directory listings (Bing, Yahoo etc..) will make it easier for shoppers to find you online. Directories like Support Retail were created during the pandemic as a free tool to help connect local businesses to shoppers in the area.

 

Online Stores

If you haven’t already, now may be the time to consider adding an online store to your website. There are many options available for this.  A branded website with clear photos of available products paired with prices, and an add to cart button, make it easy for customers to shop from their phones, tablets or computers.  Add options for no-contact curbside pickup or shipping for a fee.  Consider adding a coupon to the package with a discount code for the next time the customer shops with you.  Adding a business card with a handwritten “thank you” and the customers first name offers a personal touch that might be missing from the online shopping experience.  Add an option at checkout to sign up for newsletters, offer updates via email or SMS.

If your business is one that offers services and now requires appointments or reservations to ensure social distancing, you may wish to have an option to book online.  It should be easy to search for your business and quickly make an appointment.  Although phoning your business is a good way to book appointments, by booking online customers won’t have wait for a call back if your phone-lines are busy.  It gives a chance to have customers sign up to stay connected, and an automatic health screening checklist can be sent off immediately to the provided email if applicable.

Find out what grants are available to help you get ready for the restart in this new business world. Some provincial governments are offering grants to help business owners add an online store to their business.

Ensure that any staff who will be in contact with your customers will be patient, kind and helpful.  These are unprecedented times, and you want your customers to feel safe and cared for.  This will keep them coming back.

Thanks for reading!