Who Gets to Open First?
Small Business Recovery: Answers to your COVID Questions
According to a study by MIT, highlighted in an article by Kaushik Viswanath, the varying risks of opening businesses post-quarantine mean that they will open at different times, and in different capacities.
The graphic from the study (see below) clearly illustrates how the danger posed by any given business is based on its proximity index — which includes whether people are able to socially distance within the business. It also rates this danger index against the importance of the business to daily functioning. While one could argue that the importance index is highly subjective, in general, things like grocery stores have more societal importance than amusement parks. This graphic gives a general idea of the potential for when various businesses may open in the coming months.
Based on this visual, along with information from your local governments, you can plan for your re-opening. If timing seems a long way out based on this graphic, you still have to do a few things now.
- Do what you can to reduce that danger rating — reworking the layout, change procedures, minimize contact, increase air flow, instituting cleaning and safety procedures.
- Communicate what you are doing to make it safer for your customers. Remember that the actual danger and the perceived danger may be different if you have undertaken efforts to make it safer. Don’t lose customers because they THINK it’s not safe to go to your store once things open.
- Do what you can to rework your business model so you can bring in income if you aren’t allowed to open for some time. If it’s going to be a while, or you are going to have lots of restrictions, be proactive now to find ways to operate in a new way.
GATHER NOW
If you have been able to serve customers in some capacity during the shutdown, it’s important that you are collecting emails from people. There are some customers that came to you because you were offering X, Y or Z during this time period, and you need to keep them as a customer when things open and they have more choices. The best way to do that is to continue to provide excellent service (of course!) AND communicate with them how you can serve them moving forward — things that make you stand apart from those competitors. You definitely don’t want them running back to their old big box stores. Keep them local and happy.
PREPARING TO OPEN
Depending on where you are, some stores are being allowed to open with certain restrictions. Look to your town government and downtown business resources for all the instructions for what you legally need to do to open safely. Along with all the business planning to open your business safely, think about your communications strategy. You have to let customers know:
- What is the menu of services that you are providing — Have you cut back on your services in any way?
- How you are providing services — Curbside, delivery, online
- How are you functioning — traffic density/social distancing measures, and cleaning/disinfecting procedures in the store so customers feel comfortable purchasing from you
- How they can communicate with you — what is the best way to place orders? Ask questions? Nothing is worse than customers sending questions or orders into a void.
TIME TO OPEN
While it seems obvious that you need to tell people you are open and how you can help them, some businesses just assume people will notice that they are now open. Don’t forget that people are still staying home as much as possible and are not venturing out to stroll the downtown. Especially if you don’t have a brick and mortar business, you must have very strong and consistent communications with your customers. Posting one message on your facebook page is not enough. To alert customers of new business updates, you should:
- Include on your website that you are now open and how you are servicing clients.
- Send an email to past customers and a follow up email.
- Post on your facebook page and keep it updated.
- Are you on instagram? If you are, make sure you are keeping it updated with your latest business status.
- On FB/Insta, consider sharing visuals that demonstrate your changes and safe practices. People really appreciate this effort and are more likely to visit if they know you’re taking the right steps.
There are some people who will rush back to their normal purchases. Others will be more cautious. Any high-risk customers may hold back from fully engaging with your business. This is your time to shine. What can you do to fully embrace ALL your clients? Even when you can have customers back in your store, will you continue to provide curbside pickup or delivery to high risk customers? Some forward-thinking businesses are setting up “virtual shopping appointments” where they can work with a client to find what they need without having to go into the store. This is great during a phased opening and may keep or attract some high-risk customers who don’t feel their safety is being respected at larger stores that simply flip on the lights and open the doors when they are cleared to open.
LOCAL OUTREACH
People are still more likely to trust local businesses than big-box stores with lots of people traffic, so keep up with your local community marketing strategy. If you don’t have one — develop one.
- Partner with complementary businesses to offer packages or discounts to encourage shopping at both businesses.
- Stay connected to the other businesses and local community by attending virtual business networking.
- If you still can’t open, offer to share your expertise.
- Shop local yourself. The more visible you are in the community, the more likely people will support you during recovery.
- Be visible. With consistent communications, in local community groups or anywhere community conversations are happening.
EARN BUYERS NOW
If a buyer’s cycle is awareness, engagement, decision, and retention, you can be working on awareness and engagement even while closed. All the things listed above in local outreach are ways to build awareness and engagement. Add to that your online efforts and you are well on your way. The decision to shop with you can also be earned now — even if you aren’t open. What influences a person’s decision to shop with you vs anywhere else when things open?
- Do you have what they need
- Do they feel safe in your environment? Have a plan and communicate it.
PREPARE FOR BUSINESS TO BE DIFFERENT
As discussed in this previous article, business will not necessarily be the same. Now is the time to prepare. Reach out to your local business community leaders, there are lots of resources to help you on the road to recovery.
