Over the past year and a half, many of us have become accustomed to doing everything – including shopping – from home.
It now appears that a full reopening is closer than ever in the United States The CDC says now that fully vaccinated Americans no longer have to wear masks or social distance unless they have a federal, state, local, workplace, or tribal mandate.
But as cities, offices, shops and restaurants reopen at full capacity, many of us will begin to wonder how life will end after a global pandemic.
As a person, the post-pandemic world can be quite exciting. But as a marketer, entrepreneur, or manager, you may be thinking, “Will shopping return to normal after reopening?”
To help U.S. brands navigate and reopen the opening, we asked Lucid more than 300 North American consumers: “What best describes how you buy when businesses are completely reopened after the COVID-19 shutdown?
The results may surprise you or not.
Just over a third, or 35%, of respondents say they “buy almost entirely online”. At the same time, 21% predict that they will make a steady mix of online and in-store purchases, while 18% buy mainly online but go to stores when it’s convenient.
Once you’ve created a strong brand of bricks and mortar, don’t panic. First, it is just one general consumer survey with a small group of respondents. In addition to those who intend to make various online and in-store purchases, 21% of respondents plan to buy mainly or entirely from physical stores after the full opening of the economy. If we had asked about specific products or interviewed people in another country, the results would have been different.
Although this is just one point of reference to think about, it’s worth noting because it shows that there is likely to be a lot of interest in online stores – even if every physical store reopens at full capacity.
So how do you navigate changing future buying behavior? Whether you work or work for a web or physical business, here are some tactics.
How to reach buyers after reopening
1. Launch or expand your website.
Even if you can’t start a strong online store yet, a basic website can allow potential customers to discover you online, find out more about your business, and find your contact information.
If you have a main website that explains what your brand does, how it reaches you, and where you are, you can continue to optimize for that audience by adding:
- Pricing sheets that explain the price range of all your services or higher priced products.
- Images or videos from your team, your store, new products people find there, or customers who agree to be featured on your site.
- Some blog posts that provide more information about your brand, topics related to your brand, or tips related to your industry. For example, if you sell construction products, your blogs could give people tips on simple improvements they can make at home without having to hire a professional.
- A landing page or contact form where people can contact you for more information, a product introduction, or a service schedule.
To learn more about what your audiences are looking for when they visit your business website, check out this blog post filled with data.
2. Consider adding online stores or ordering options.
Isn’t there a technical web expert who can quickly create your own online store? That’s okay. If you want to research selling products online, you still have tools
During COVID-19, many online shopping platforms emerged to help brands sell products or services online. While many restaurants began using delivery or order picking applications, small shops and boutiques were able to build stores. with tools like Shopify, Facebook and Instagram stores.
While having an online store can be a great idea, it still presents its challenges. For example, you need to make sure that your delivery and delivery strategy is ready for online orders so that you do not sell for sale if the product or service is very popular. You also need to spend some time assembling product shots, descriptions, and the basic design of your store.
If you’re not ready for an online store or service yet and want to take your idea further, you can continue reading other tips that don’t require a full shopping experience. When you’re ready to launch your first online store, check out our ultimate store guide.
3. Embrace internet marketing.
Even if you don’t have an online store, you should still consider using social media, review sites, and email marketing to spread your business online.
If you are completely new to the world of internet marketing, this is a great place to start Google My Business Profile for free. This allows your business name, address, details, website, and reviews to be displayed when people search for products or services for sale in your area.
You can also consider moving on from there review sites like Yelp, encouraging happy customers to share reviews with you.
If you’ve already done the steps above, here are probably some places to embrace social media and email marketing. Through these channels, you can notify customers of sales or new offers, send them useful content related to your brand, or share happy customer stories. This way, even if you don’t have an online store, people can become aware of your brand online.
4. Immerse your audience in virtual experiences.
In the first days of the shutdown we saw a handful of physical marks figure out how to bring virtual experiences or product offerings to your audience and customers.
For example, Planet Fitness offered gym members videos from personal trainers, hair studios instructed customers when they gave themselves a haircut under video callsand ironing zoo patrons could pay for the animals to attend their conference call.
There are many creative ways to bring virtual experiences to an audience. And while you can’t always charge for them, they certainly could increase your web awareness and help prospective customers learn about your brand and physical store.
5. Prepare your physical business for new buying behaviors.
Although we would like to imagine how the world will become completely “normal” overnight, it will take time. People are likely to remain cautious even when they are vaccinated and their state relaxes regulations.
For example, vaccinated Americans will soon be able to remove masks inside and outside the company, and customers will probably still want to see companies make efforts to keep them safe. In 2020 a The 2020 McKinsey report recommends just that as many consumers said they are more likely to buy from companies that care about their customers.
However, with data such as McKinsey’s, you need to take some precautions, keeping your physical location clean and following the latest CDC guidelines – which you can find here.
In addition to making your business ready for health-conscious customers, you should share strategies you can use to make it convenient for customers.
As we saw in the consumer survey above, 18% – or almost a fifth of the survey pool – said that I buy mainly online, but I buy in shops when they are more convenient. This means that if you have products or services that are not easily accessible or are often sold online, you can serve customers who would otherwise have bought online.
It might be a good idea to think about the above information when determining which services, products, or sales you are marketing when you completely reopen. If there is something in the store that you can get online from the store – for example, a product, personal testing or other interesting experience, be sure to tell your audience about it.
Diving into digital transformation
As the global pandemic has accelerated many of the digital changes that are already underway, it is important to adopt at least some digital strategies in brand management or marketing – even if this is common.
Fortunately, with so many companies turning to digital tactics, there are many free or affordable tools which will help you embrace internet marketing.
In addition to the tools, HubSpot offers marketers or businesses at every level a handful of free downloadable templates and resources, as listed below.