Stage One: Planning
The key to successful marketing is understanding your target audience. Therefore, your customers should be your top priority when developing your reopen strategy. Remember to keep the polar standpoints of your customers in mind. For instance, some are hesitant about the mere thought of relaxing social distancing guidance during the coronavirus pandemic, while others are enthusiastic, but wary about supporting your business. To optimize business as you prepare to reopen, approach both points of view with compassion. Despite the fact (many, but not all) businesses all over the country have been given the green light to reopen, don’t expect your customers to immediately flock to your business without quelling their fears and restoring their confidence first. Clearly communicate to your audience the health and safety of your customers and employees is of the utmost importance by illustrating the post-coronavirus shopping experience for the customer. Highlight safety measures, social distancing practices, sanitation protocols, product/service availability, contactless payment options, limited occupancy, hours of operation, and other relevant changes. Continue to offer and promote social distancing options, such as online purchasing, delivery, and curbside pick-up.
Stage Two: Adapting to the New Normal
Once your business is ready to reopen, the next major step involves an announcement you will be reopening. Prior to making this statement, it’s beneficial to update your website and other digital spaces. The most pertinent information pertaining to your business’s new procedures should be clearly displayed on the homepage of your website. This includes the date you plan to reopen, hours of operation, contact information, and a link to more information. Moreover, your website should have a page that is dedicated to your reopening procedures. For instance, items such as safety protocols, overall customer experience, and frequently asked questions should populate this page. After your website is updated, ensure your entire digital presence is updated as well, including your social media platforms. Once complete, announce your reopening via email and social media. The email should convey appreciation to your customers for supporting your business as well as reassuring them their health and safety is your number one priority. The social media posts can be more straightforward and should direct people to your company’s website.
Stage Three: Learn and Grow
During these uncertain times, it’s especially important for businesses to collect and examine customer feedback. Negative comment should guide your improvements, while positive feedback can be shared with others, given you have the necessary permission. This social proof will assure others your company is providing a safe and pleasant experience for all. It’s wise to also regularly communicate with your audience about any and all changes that have occurred. From sanitation procedures to the shopping experience, all applicable information is vital and should be shared with your customers.