As businesses began to emerge from lockdown and adapt to the changing government restrictions, social media was awash with encouragement to shop local as independents tried to reclaim their success and start again.
Now we have entered a less heightened period of our new normality, thankfully many people have continued to embrace shopping in their local area.
So, how can independent small businesses and local shops embrace this new era? What opportunities do they have and how can they come back fighting, putting the shopping experience at the heart of their business?
Restore and nurture customer confidence
Jo Carroll runs Winchcombe Farm Holidays in Warwickshire with her husband Steve Taylor. They have placed a lot of importance and investment in ensuring customers feel confident staying with them. “We signed up to two customer confidence schemes specifically for the hospitality industry – Visit England’s Good to Go and The AA’s Covid Confident Scheme – to help win our customers back and make sure they feel safe when they are here,” she says.
Carroll has also completely overturned the business’s cleaning processes and made sure to communicate this to customers at every touchpoint. “This overturn in our procedures includes everything from changing our cleaning products to training all our staff in infection control, moving our guest information books online and, of course, buying copious amounts of PPE,” she says.
“We’ve also increased communication with our guests directly prior to arrival to reassure them of the measures we are taking to make their holiday home Covid-secure.”
Remember customer experience is still more important than ever
In business, customer satisfaction is always fundamental. But in a coronavirus world what do you do when your company is renowned for creating a unique and hands-on shopping experience?
Nigel Brooks, creative brand director and co-founder of independent, luxury handmade fragrance and bodycare stores Bath House, had to drastically redesign his stores to maintain the company’s reputation as one with meticulous attention to detail.
“We’re deliberately marketing our shops as very safe, friendly places where you can still come to try out and sample our perfumes, natural skincare and home fragrances. It’s our intention to establish a reputation for excellence and safety through our customer service during the pandemic,” says Brooks.
“We’ve created a new no-touch, easy to clean environment in all our shops and also offer a one-to-one shopping experience, allowing just a single person or family group in the shop at any one time.
“Protective screens allow for a very safe new sampling system to operate, where our beauty adviser can freely discuss and demonstrate products in a friendly, casual way.”
Don’t neglect your digital shopfront
Graham Soult runs the retail consultancy cannyinsights.com, helping independent businesses to trade and market themselves more successfully. He says that having a digital presence is vital.
“Even if a business isn’t trading online, having an online presence of some kind is essential. At its most basic, this means being visible on Google Maps, and claiming and updating your free Google My Business listing,” he says.
“Many customers will Google a business or check it out on Facebook before paying a visit, so giving up-to-date and accurate information is essential. For example, plenty of restaurants’ Google listings are saying they’re still closed due to Covid-19, even though their Facebook is – correctly – reporting otherwise.
“Likewise, any website needs to be kept up-to-date. Make sure there are opening times, contact details, and news stories or social media feeds that make it obvious the site is still being maintained. No one wants to make a wasted journey to a business that has closed,” says Soult.
Communicate clearly and continuously
Customers expect that restrictions will continue to change frequently and understand this will have an effect on local businesses. While they may find the news difficult to follow, they shouldn’t struggle to locate information about the changes to your business.
“Throughout lockdown we kept our customers updated as much as possible – social media has been key,” says Lauren Fort, owner of hairdressing salon Mirror Mirror in Durham.
“Our Facebook community is really supportive – we’ve thanked them regularly for their understanding. It’s important to us that they feel we are communicating with them directly,” she says.
“We shared tips on home haircare when we were unable to offer services and then we updated our Facebook page continuously, even when we were unsure about the next steps.”
Fort adds that the business has been clear about its booking procedures, which customers are eligible for priority booking and what PPE customers and staff are expected to wear. “Using Facebook to do this meant we could answer any questions visibly to our whole community,” she says.
Encourage advocacy
Businesses know that both word-of-mouth and online reviews are powerful marketing tools. As many businesses make their services available on the internet, advocacy remains a top priority.
Rhiannon Abbott, who owns The Epsom Bakehouse in Surrey, teaches face-to-face classes on breadmaking. During lockdown she moved all of her classes on to her website, and since then online word-of-mouth has played a huge part in her success.
“Feedback is always important to me – but visible feedback online is imperative,” she says. “I ask for feedback and reviews following classes, plus encourage class attendees to post their bakes on social media. I’ve been very grateful for all the five-star reviews I’ve received on Facebook and Google Reviews.”
As a face-to-face business, Abbott used the free digital marketing data available to her to make the switch to online classes.
“During lockdown the business saw a huge spike in demand, not just for classes but also generally for breadmaking tips and information,” she says. “I saw 180% growth in website traffic!”
Be quick to adapt your offering
Now more than ever, independent shops are being advised to use their unique understanding of their customer base to adapt their offering and cater to changing expectations and demands.
Simon Lee, owner and founder of specialist sports shop One Sports Warehouse, is based in the north-east of England but trades online nationally. Lee has used his shop to host appointment-only, one-to-one sessions, something he will continue to offer.
“We wanted our customers to feel safe and give them time to try out our products,” he says. “They’ve also really benefited from the one-to-one customer experience, which is especially important when buying specialist equipment.
“This kind of attention is something that a lot of companies normally charge a premium for, but we’ve offered for free – we’ll continue to offer this service as long as our customers need it, even as restrictions ease.”
And finally. Don’t forget the basics …
With so much change and uncertainty it can be easy to forget the basics. Staff behaviour has an impact on the way your customers feel, and your digital tone of voice can also really affect their experience.
“As independent small businesses resume, reopen and regenerate it is important for them not to forget to interact with customers in safe ways,” says microbusiness specialist Tina Boden.
“Whether chatting to customers in-store, on social media or through newsletter communication it is important to make them feel they are wanted.”
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