Yes, digitization has become more important for all industries in the past few months. The new challenges for companies were primarily in sales, communication and shifting from analogue to digital. The chances that this brings are enormous. Because digital is not a compromise, digital is the future. And even if the shops are allowed to reopen gradually, the digital part should remain part of the marketing mix.
Keep your distance! But not digital all know about the bid: 1.50 meters away, please! However, this is not necessary digitally. So use all digital channels and opportunities that you have to approach your customers. What could that be? Quite simply: The most personal way is probably direct messages. These include text messages, newsletters and messages on social networks. Stay in touch with your customers, answer questions personally and keep everyone up to date, also about the reopening of your business.
However, the distance requirement applies here. So take all the necessary precautions. Set distance markings and, if possible, provide disinfectants. If your business is secure and equipped according to all rules and regulations, you can also carry and communicate this to your customers – also or above all digitally. Because one thing is clear: in times of Corona, attention, security, and sufficient disinfectants are necessary for an undisturbed shopping experience. If you offer everything that is necessary for this, nothing stands in the way of a visit to your shop.
1. Information is everything – online and offline.
There are many different channels to inform customers and interested parties about the news. The different target groups are probably to be found in different channels – on social media you are more likely to meet the younger generations, a notice in the shop window informs customers, and those who are not on the Internet and a newsletter covers a fairly wide range of customers and connects you with all those who already know your business or your brand. In any case, it is important that you use all of your channels to communicate your reopening, the changed opening hours or any special promotions. The more channels you use, the higher the likelihood that you will actually reach them all.
The following information is important for your customers:
- The current opening times
- Your contact information (phone, email and so on)
- The addresses of your points of sale and different opening times if necessary
- A text is reminiscent of the measures taken in your branches to take social distancing into account. This creates trust and shows: you are up to date.
Pro tip: Many people use Google to find out about the opening times of companies and shops. So also update the information in your Google My Business entry.
2. A good campaign creates new attention.
Planning a special event to reopen is almost commonplace. Why not this time too? Offer your customers and visitors in the store special discounts or vouchers or a little goodie that is available with every purchase. Not only can you encourage old customers to come back, but you can also even win new customers.
But also incentivize all those customers who are not yet ready to visit your shop. So set up a campaign that works both online and offline. Discounted vouchers are available for service providers for later use. For example, hairdressers or beauticians can sell vouchers worth 50 euros for just 40 euros. There are no limits to the ideas and actions. The only important thing is: use all channels that you have—both online and offline.
Conclusion: Be there, up to date, creative and relevant!
Multi-channel is the magic word these days. All possibilities should be played out creatively. If you only rely on one communication channel or continue on the path of the pre-crisis period, you will probably have to cope with losses. So why not take the opportunity and let digitization find its way into your own concept? Anyone who is present digitally and offline knows the channels and knows where and how to reach their target groups, for them the time of losses and restrictions is a time of innovations, digitization and restructuring. In short: a great opportunity. So use them.