How can retailers prepare to launch without risking failure on 12th April?
Since his announcement back on 22nd February, Boris Johnson has remained pretty certain that all non-essential retailers will finally be able to open their doors again by 12th April.
Though fantastic news on the surface, this assumption has always rested solely on an ‘if and when,’ basis and, with just a few weeks to go, that rather worrying uncertainty hasn’t changed.
After some harsh lessons to this tune during the first lockdown, many retailers are unsurprisingly sceptical.
That said, with the need to implement sometimes extensive operational changes, no retailer can afford to sit back until they’re officially given the go-ahead.
Luckily, there are a few ways that we can prepare to reopen without opening ourselves to failure if things change last minute. Let’s look at a few of them here.
Take note of your stock as it stands
At a time when profits are already sorely affected, ordering a load of stock that ends up with nowhere to go could lead to losses that no company can weather right now.
Instead, retailers should take these last few weeks to make a note of the stock they already have from their online efforts, and consider whether that’s enough to get started with.
This approach of making do with what you already have on the books could serve you for these first few weeks until you’re certain both of being able to open, and of how much footfall to expect when you do.
Get your finger on the pulse for customer communications
Customers remain as uncertain about retail reopening dates as those of us in the industry but, in many cases, they aren’t following the news half as avidly.
While most people are aware that shops might be reopening sometime in April, many are, therefore, at risk of missing it altogether. Make sure it doesn’t happen by keeping your finger on the pulse with communications that update your customers in the now.
It may be that you post on social media in the lead-up to reopening, or perhaps you would rather reach your customers instantly with bulk SMS to give them a nudge in the right direction.
Either way; make sure they’re in the loop so that you aren’t left in the lurch when it matters.
Keep your online game strong
Most retailers have moved online this lockdown, with Click and Collect, subscription models, and global deliveries galore. This has been a fantastic way to weather the pandemic, and that’s not about to change.
By keeping your online game strong, you make sure that you have a way to keep profits afloat even if opening dates change, taking the power out of any potential changes, and turning this pitfall into a win-win for your business either way.
We’ve had enough uncertainty this past year to last us a lifetime, but it’s far from over.
Luckily, these challenges have taught us a thing or two about resilience regardless of what’s happening elsewhere, meaning that you already have the tools you need to stay strong whether you open on 12th April or not.
