How will we all emerge from Covid and survive the outcome? How do we make up for lost months of revenue in the last quarter of 2020? How will retailers have a breakthrough after such a huge breakdown?

Having a strong community is an incredible and often under-leveraged resource for brands. Currently, you must exceed customers’ expectations in personalizing the shopper experience. In times of crisis, a “chaordic” organization – a mix of chaos and order – replaces structures and processes.

“In times of crisis, a “chaordic” organization – a mix of chaos and order – replaces structures and processes.”

I tell my retailers to get ready to open and do something different. You must set the trend -- do not wait to follow. Retailers who both build their brand and react to employees and community in kind, human ways now, will reap the benefits later when the lights turn on again.

I was inspired to hear Zappo’s opened their customer service phone line to anyone who needs to talk. Not about shoes necessarily--just compassionate conversation with another adult. The CEO of Zappo’s gave no timeline per call and directed his employees to just be pure and open and to listen. Further, Tilly’s Life Center, the Irvine non-profit started by retailer Tilly Levine, has launched a virtual classroom. The free 12-session program was created for teens and focuses on social and emotional awareness.

Louis Vuitton has stopped production of their fragrances and began distribution of hand sanitizer at no profit. They simply want to help us all restock and remain safe.

Big Lots, Target, Walmart, and Whole Foods have reserved special shopping hours for at risk groups, alleviating stress for these customers and their loved ones.

Walgreens, CVS, and Rite Aid have waived delivery fees on prescriptions to help consumers avoid visiting stores for refills and new medications. Dick’s Sporting Goods and many other essential service retailers are providing easy to use phone orders with efficient curbside pick-up.

Small, local retailers should consider similar outreach. Recently I heard from my hairdresser; he simply wanted to see how I was doing and to make sure I was safe and healthy. I heard from my yoga studio, as well. The owner wanted to let me know he misses me and hopes to see me back on my mat again soon. These calls mean a lot to me. I will always feel safe and cared for by those who are taking time to reach out and check on my health and well-being.

Getting back to normal will require a new vision and a new beginning — be creative and think of ways to serve others. Those retailers who put others first will be the winners in the battle to remain open in this new world and this new normal.

From Breakdown to Breakthrough: A Game Plan for Brands During Times of Crisis

Source: NRF National Retail Federation, Retail Dive