Attract new and old customers to coming in store
Getting foot traffic back into your stores may be a major part of securing business in the immediate post-lockdown period. It all comes down to two main concepts: giving potential customers a reason to come in-store and making sure that they feel safe doing it.
A great way to bring customers back is by adding special in-store offers and advertising across your online channels. If you want to push people from online buying into stores, it can help to place banners on your store’s website, advertising your in-store-only offers.
Another great way to get foot traffic is through activations. If you have a new product, have customers take photos in store for a discount or other incentive if they share it online. Invite customers to take a look at your new showroom or try out a new product you’re promoting. Just make sure that your activation maintains social distancing and hygiene requirements and use it as a platform to reach customers over your social channels.
Make sure your customers feel safe and comfortable
Making sure your customers feel secure visiting your store is important. It’s all about making your customers know that you care about their safety and peace of mind.
Place signs outside your store to make your customers know that you are taking extra care during this time in store. Let them know that your store is maintaining social distancing standards and have hand sanitiser at the entrance. It’s also a good idea to put a staff member near the entrance to welcome new customers and direct them to where they want to go. Placing markers on the ground 1.5 metres apart in front of the store leading to show customers where to line up is also a great way to let potential customers know that you care about their safety, even before they enter.
Strike with a special offer while the iron is hot
Getting engagement from existing and potential customers comes in large from understanding your customers’ needs, which have been altered drastically over the course of this year.
Understand how your customers’ needs have changed means asking customers what they are looking for in your company, as well as knowing how they behave online. What products and services are relevant to them, and which ones are they spending the most time considering?
You may also need to anticipate their needs for the future. For example, if you have a furniture or tech business, you can gear your promotion towards customers that will require home offices or working spaces with limited indoor space. Keep in mind that while people will be going back to work in offices, this is likely to be a gradual process, and working remotely is likely to become more of a norm than it was before lockdown.
If your business sells software or provides cloud services, take the industry’s new landscape into account. Tailoring your marketing to suit the changing face of business and consumer products has never been more important.
Take learnings from lockdown
To keep your business reactive to uncertain times, find out where you can adapt and optimise your business structure. It’s a good time to start taking a more strategic approach to optimising your business.
Business optimisation starts with learning which areas were most important to you during lockdown. When the market changed, what products or services were you most able to rely on to keep your business going? Focusing and developing these can be key to optimising your business stability in a shifting market. It’s equally important to ask yourself what new opportunities you saw your competitors succeed in – these avenues might help your business maintain a competitive edge.
There are many learnings to take from lockdown, not least of which being that your industry can change drastically and suddenly. It’s important to know how your business will not only survive but thrive in an ever-changing market.
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