Consumers have heightened expectations due to COVID-19 and their concerns need to be retailer concerns. Strengthening customer communication can help ease some of the worries customers have when it comes to engaging in stores, purchasing products, exchanging payments, receiving packages, interacting with store employees and more. The path to purchase, after all, is simply not what it used to be and thus, retailer’s need to proactively communicate with their customers in order to gain trust from their customers. Among the ways to do this include:
Leveraging these multiple destinations to communicate with customers provides retailers the chance to offer clear and concise details on everything they need to know amidst and post the COVID-19 pandemic, including:
During the early phase of openings it will be critical to demystify the experience for customers,whether it's for curbside pick-ups or buy-online and pick-up in store. Brands will need strategies to be effective in explaining what one can expect is critical in easing anxiety and putting customers in the right mindset. They need to find ways to proactively communicate when a product is ready for pick-up, how to return items and what is available in-store. Queue management will be crucial - it can be the differentiator that determines whether or not a customer wants to come back. Don't lean into safety at the sacrifice of brand, be sure to layer on your 'voice' when creating your messaging plan. Openings need to be safe but they also need tobe human. Shopping is an emotional experience, customers will gravitate to brands that deliver that.
-Melissa Gonzalez, CEO of The Lionesque Group and Principal at MG2
How have you actively communicated with your customers throughout COVID-19? Evaluatewhat your strategies – or lack of – have been, then proactively create a calendar specific to customer communicate to help keep you on track with connecting to your audience. Using emailmarketing, social media, in-store communication and your own website, identify what you wantto tell them, when you will tell them and ways to make your voice stand out among the busystreets of retail, so to speak. These proactive actions will help ensure you don’t lose sight of yourcustomers who must remain a priority during every step you take towards strengthening yourretail business