This series of blogs regarding retailers and restaurants opening the right way and not the quick way, matters. I am telling my clients/retailers to focus like a laser on the ‘why’ of brand and mission, and to never waiver from that course. As we return to normal, we must remember customers can quickly be alienated from a business that opens, and instead of focusing on services, drives for as much quick revenue as possible. Easy to do when businesses have been shuttered for so long, but emphasizing revenue first can damage the brand.

To help businesses get re-centered and stay true to their mission, they should consider how they can stand out from the crowd while maintaining their brand. It may cost a little bit more at the start, but will reap rewards at the finish.

Social Media Feeds:

Remember, this is the time to showoff new products, so retailers need to make sure they are posting and working with concepts that are current and in season. It sounds easy, but not everyone does this. Business owners are often too close to their own store and products, so they should examine their feed and seek input from friends and associates to be sure they are promoting products with enthusiasm and clarity.

If retailers are not using YELP, they should be. At CMA we cover our clients’ backs with constant attention to their YELP feed, focusing on current hours, curbside updates, reservation policies and new menu items.

Consumer’s Needs Come First:

At CMA, the biggest mistakes we see with our clients is that they focus on their own needs and forget what matters to customers. Businesses should create small hero stories about their customers, post thank you notes to their feed and send appreciation cards applauding customers for their return. Think more YODA, less Vader.

Become a problem solver for customers and make their needs a priority. Let them know you can order what they are looking for and if possible, deliver to their doorsteps. We need to break their habit of shopping online and slipping into an Amazon coma.

“Think more YODA, less Vader.”

Curbside Here to Stay?

Curbside delivery was a lifeline for our retailers, not just for food, but also for puzzles, clothing and even mixed cocktails! One night during the pandemic, I ordered a few tacos and a margarita. It was amazing to walk out my front door and see a mixed cocktail on my doormat! This service is here to stay for quite a while. Many restaurants have been doing things to sweeten the pot for curbside, pick-up services, which saves money on delivery fees. I have been offered free wine while I wait, free desserts and $10 bounceback coupons. Restaurants are smart to get customers accustomed to picking up their own food. I often use my DoorDash App pick-up option and become my own dasher, which saves fees for the customer and the restaurant.

“One night during the pandemic, I ordered a few tacos and a margarita. It was amazing to walk out my front door and see a mixed cocktail on my doormat!”

Al Fresco Dining - So European:

We have all enjoyed outdoor dining and even live music during the COVID crisis. The al fresco experience has been a silver lining during the pandemic that none of us wants to lose. Most cities are fighting to keep the outdoor vibes going, but it looks like some counties are already determined to shut it down by September. One thing CMA is doing at our centers is asking the merchants to reach out to their local city officials and landlords to maintain outdoor protocols for another year. This outreach has made an impact in the San Jose market.

QR-Codes Finally in Use

How do we know QR-Codes are here to stay? Because my mom & dad know how to read a menu on their phone now! It is a thrill to know we can convert our audience to use QR-Codes, so now the directory and on-sites can stay up-to-date, and yeah, save a lot of trees.

Core values are always going to win, and will get all of us to the finish. At CMA, we have written our core values down and posted them on a board that everyone walks by daily. It is so easy to lose a customer and so darn hard to find and nourish them. As Crosby, Stills, Nash & Young say, love the one you’re with!

Source: Retail Dive