PERSPECTIVES

As your stores are able to re-open after the coronavirus shutdowns, how they look tells a powerful story. And for you, a great opportunity.

This is no time to try to go back to normal, back to business-as-usual. Nor to simply have all kinds of protective shields in your store. While necessary, how welcoming is that?

Instead, this actually IS a second chance to make a good first impression! Take full advantage!

There are three "pandemics" assailing us at the moment: the coronavirus; the economic collapse; the protests of racial injustice. The three months plus of stay at home restrictions and the shutdowns, and the confluence of these three pandemics has been a heavy burden. And it shows no signs of going away anytime soon.

As the coronavirus continues to spread and surge (Apple re-closing 11 stores they had recently re-opened is a sobering reminder), the uncertainty and anxiety is only being prolonged.
 

As more stores are able to reopen, and more shoppers are willing to emerge, what will they encounter?

• "A glut of pent-up inventory is waiting to be dumped on consumers this summer as retail stores reopen in the U.S., and shoppers for everything from shoes to sofas should be able to find major bargains," reported the Wall Street Journal* on June 2.

Like every natural disaster, whether a massive storm, earthquake, wildfire, we all are victims of COVID-19. 

Not all of us have suffered being infected by the virus. But, essentially everybody has suffered losses. 

• The loss of milestone celebrations of weddings, graduations, reunions, birthdays; anniversaries;
• Lost access to theaters, museums, libraries, sporting events;
• Loss of the sense of community that comes from going to work, or worship services, book clubs, or the local coffee shop; 
• Loss of income, job losses;
•  Or, sadly, the loss of loved ones. 

Few have been spared. 

A few years ago, during a planning session in our office, we drew a quick diagram on a whiteboard. It showed three shapes. 

• The large rectangle at the top was labeled "What we COULD do" Lots of good ideas deserved a place in this box!
• The much smaller rectangle below it was labeled "What  we SHOULD do" Ahh yes, those pesky obligations. 
• And finally, at the bottom, was a tiny little square: "What we WILL do!" 

Out of all of the potential things we could do, which ones truly warrant our time, energy, and resources?

That picture keeps coming to mind as the COVID-19 shutdown orders on retailers of "non-essential" goods are starting to be lifted. 

Independent retailers are renowned for being "technology laggards." Those days have to end!

As you wait and worry about re-opening your stores, the state of the economy, the health and safety of your family and friends and employees, here is an idea of what you might do with some of your found time. 

When you do re-open, be sure that you are actually in the 21st Century! Put your energy, your resilience, and your flexibility to use, focusing on improving your IT.

The goal: When you re-open, be even better than your competition! And more relevant to your shoppers.

There’s an awareness, an “Oh wow!” sweeping around the commercial world. It’s stated in a variety of ways, but it’s the same surprise. 

• “Working off-site seems to appeal a lot to both employees and employers. Could be another sea change!!!!”

Indeed, some respected urban thinkers are suggesting that 50% of the traditional commuters may want to and will be encouraged to continue to work remotely.  50%?! Yikes. That’s quite a redirection of the parade!

The COVID-19 pandemic has certainly gained the respect of the general public. 

Surveys continue to show that, while folks are eager to be able to resume moving about, they do not expect to resume their pre-pandemic discretionary shopping and dining activities anytime soon. They are awaiting effective treatments or, even better, a vaccine. 

Main Street restauranteurs and retailers understand that, according to survey results reported April 27.* In fact, these owners anticipate it could  take another eight months – that is, most of the year – for consumer demand to reach the so-called "New Normal."