PERSPECTIVES

Yes, we know. Owning a retail business these days is one flexibility test after another. And there are no one-size-fits-all solutions. 

In the United States, one of the most widespread impacts of the virus is uncertainty. With no end in sight. It is the virus that is in charge. As the president of Alaska Airlines noted, "We don't know what the future looks like."*

But the fact remains, whomever is selling to the ultimate consumer has leverage. Might that be you?

So, say you have re-opened your stores. Then what? Did the customers come back? 

Or, were many of those who did show up just there to say "Hello!" And "We missed you!", but not to buy? Sigh.

We are not surprised. And here's why.
 

For retailers, the uncertainties caused by the impacts of the Covid-19 pandemic are unrelenting. 

• "'It seems that social distancing mandates won’t be the only thing keeping crowds down at businesses moving forward,' said Ted Rossman, industry analyst at CreditCards.com. 'A significant number of Americans plan to stay away on their own accord.'” ¹

So, what should we do with this additional "found time," waiting for the customers? That's a question we CAN answer!

As you are sorting out how best to reopen, we encourage you to be bold about embracing technology. Not just a POS system upgrade with better e-commerce capability. There's much more that warrants your attention. 

There's a whole alphabet of resources out there, already being embraced by many: ML (machine learning); AI (artificial intelligence); AR (augmented reality), QR (Quick Response matrix barcodes). All enabling chatbots, robots, digital displays and much else to become "smarter" and more applicable. 

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.