People, like butterflies, are emerging from the pandemic lockdowns.
During the pandemic many people changed their living habits, became isolated, more concerned about hygiene, and purchased more things online, and perhaps gained weight.
Besides purchasing more items online, they also broke other shopping habits. Fortunately for small businesses new ones are developing. Most immediately, there is going to be a period when buyers will experiment with new buying channels to fit their emerging lives.
Smart small businesses leaders will see this dynamic as an unparalleled opportunity to add new customers and welcome back old ones.
As early surveys show, consumers and businesses are eager to buy. They have pent up demand and also new fashion, food, and hygiene needs. Small businesses need to step-up their game in their local and online stores, making both more user friendly as shoppers seek new venues.
Consumers and B2B buyers have also learned to look for different ways to satisfy their needs. Thanks to various aid programs, they have more money to spend and reasons to do so. And they are not limited to what, where and how they previously bought.
Fashions for the office have changed, requiring wardrobe additions. Grooming has become more demanding as has the foods people eat which are changing.
In the new era of socializing, people want to: look well turned out yet comfortable; order the best food and beverages for these activities; update their abodes to meet new lifestyle and for others who come visiting; and in general lead different lives.
Small businesses need to spruce up their local and online stores to draw the attention of these new and former shoppers. Once in their stores proprietors need to concentrate on four area to compete in this new economy: curation, personalization, immediacy and now. Plus beyond sight and sound, local businesses can add to their inside edge by being able to appeal to the senses of smell, touch, and taste.
Let’s look at each area and consider the added sense advantages.
Curation – yes, curation can be done online; but in person it can be so much better. Make it easy for your former and new customers to shop. Put together kits of your products such as complete outfits, ingredients and recipes for meals along with decorations and beverages (perhaps provided in partnership with other stores), and essentials for body/home/transport make-overs. By customers not only seeing your offerings with accompanying sound, they can more fully experience them with smelling, touching and perhaps tasting.
Personalization – of course, personalization can be done online; but by seeing the responses of your customer you can immediately refine and sharpen your personalization while adding to your knowledge bank their likes and dislikes. Remembering and using names is important, as are colors and preferences. Providing samples of products to try can lead to greater sales.
Immediacy – a light, very brief touch on the shoulder or elbow can provide familiarity without being too intrusive. After months of isolation, people crave contact of friends and family. A friendly, but not overly friendly, shop keeper who smiles and adds just the right touch can become a more trusted source of products and services.
Okay, you might think this might be creepy; but consider the success of airline attendants in 1st or premium class who make their passengers feel at ease with these same gestures.
Now – online can provide next day and often delivery in a few hours…for a price. Stores can do better by having the products available now for an outfit to wear, a meal to prepare, a personal or home project to complete that day. Many people put off activities until they are pushed for time; local stores can meet that last minute challenge.
Above all, view this period as one of opportunity. Be smart and draw the consumer and businesses to your local and online stores to gain long-time customers and greater sales.
JoAnn Laing's Blog 