There is no doubt we are currently living through unprecedented times. Retailers everywhere are feeling the burden of forced closings and significantly diminished customer traffic. Owners are understandably feeling helpless. What can you do when the entire world is seemingly shut down? Well, if there is a silver lining in all this pandemic mess, it’s that everyone is isolating themselves in their homes and devouring content on the internet. Yes, the internet is most decidedly NOT shut down so how can local retailers take advantage?
By using this time to build relationships with their customers.
Yes, by engaging with your customers through social media you can build a relationship such that, once we return to normal, customers can’t wait to visit your store. A business that goes completely dark during times of panic is a business that gets forgotten when the panic is over. A business that is out there connecting with customers through it all, reminding them that while you can’t shop us now you will be able to one day, is a business that increases their market share during the downturn and reaps the benefits once we’re through the worst of it.
So how can YOU be one of those businesses that not only survives but thrives in a post-COVID19 world? Here are some simple Social Engagement strategies you can follow that will help you build relationships with customers which should eventually reap you windfalls of sales:
Answer Their Questions
We all have a ton of questions right now and not all of them are related to a virus. Customers want to go out to eat or buy a new outfit - they just don’t know where and if they can. Make sure customers know if you’re open, if you have special hours, if you’ve started new programs (like curb-side drop off or social selling). Let them know that yes they can shop your store; It might just be a little different then they were used to. Also be prepared to answer questions about safety. With infection on everyone’s minds they want to know you’re doing everything you can to prevent the spread.
If you start getting the same questions over and over again create a FAQ and upload it to your site or pin it on the top of your Facebook page. Direct customers to it as a resource to save time.
Remain Conversational
When engaging, don't try to sound like "the company," try to come off as natural as possible. Definitely don't be selling all the time, make it conversational,thank them for reaching out to you, inform them about new programs (like curbside drop off or social shopping), compliment their style, or offer a coupon for use once all this craziness blows over. Be a fellow human - we’re all scared and anxious but compassion can go a very long way.
Ask Your Customer Questions
People are trying to return to normalcy. Post a picture of two different outfits and have a poll, “Which do outfit slays the most”? Ask people where the first place they’ll go once Social Distancing ends. Have fun and remind people that we’re all in this together!
Feature User Generated Content
With most of us sitting at home avoiding gatherings of 10 or more people, we have a TON of time to share on social media. Get your customers posting their favorite outfits they’ve gotten at your store. Ask them where they’re going to wear it when all this is over. Make them feel famous by amplifying their content to your followers. That conversation can spur more conversation and spread (I won’t say virally!) driving tons of engagement with your business.
Livestreams
Since people might not be able to come to your store due to restrictions, bring your store to them. Use your Livestreams to showcase your inventory, offer tips on putting together an outfit, tell them about the buying process, meet the staff, or show them what you’re doing to keep your store safe for them to shop. Livestreams can even open the door to Social Selling where you let people put holds on items featured in your stream and allow them to pay via PayPal to pick up later.
BUT REMEMBER…
We are literally in the middle of a pandemic. Run everything you post through a “Is this safe” filter. You don’t want to offend customers with risque takes on the situation or off color jokes. When in doubt don’t post. Just to be safe.
By implementing these strategies you’ll start building valuable relationships with customers. That sort of loyalty can, once the world rights itself, convert into sales much more readily than if you had spent the entire quarantine in silence. Use the time wisely, build those connections with customers, and reap the rewards when everything is good again. Because it will get good again!
