Reopening for customers is relevant for both retail establishments as well as business-to-business. There are things to evaluate when reopening for both types of customers.
- How do we remain relevant and inspire loyalty during a time when my services may not be top of mind?
- Demonstrate a solid commitment to healthcare (physical distancing, wearing masks, cleaning protocols)
- Think through opportunities to be agile and flexible to meet customers’ needs (delivery options, extra in-store cleaning, new outreach programs)
- Establish a customer response team
- Incorporate sales, promotions, and consistently evaluate prices
Customer Response Squad
- Analyze Customer Insight & Demand
- Align on appropriate, timely value propositions
- Identify realistic, high-growth opportunities
- Reinvest marketing spend across these opportunities
- Re-set pricing temporarily (if necessary) to meet customers’ needs
- Continually monitor and optimize
- Align on next wave
- Repeat
Sales, Pricing & Promotions
- Sales:
- Identify the highest ROI sales initiatives
- Empower sales teams to sell remotely
- Get creative with customer outreach programs
- Ensure digital representation is adequate and fully represented
- Double down on customer service!
- Pricing and Promotions:
- Understand the Customers’ evolving needs
- Implement Flexible Pricing or Tiered Pricing
- Refresh items based on shoppers’ behaviors
- Continually reevaluate promotional effectiveness
- Consider loosening return and cancellation policies
