What do we do now? Well, unless you have a crystal ball, no one knows; but suffice to say that we all need to start re-thinking our business and marketing plans. Forget five years, forget three years — let's just get through the next one year. It’s time to grab a glass of wine, find a quiet place, and re-think sustaining your business, restructuring your business, thinking of new plans for your business, and, best case … grow your business — even in a difficult economy.
With all the new regulations and challenges our businesses are facing during this COVID-19 health crisis, there is one clear fact — we all need to plan for this virus to be here for a while, and unfortunately, likely hitting our nation’s and the world economy hard.
We are a community that quickly adapted to the new norm by making changes, reacting and above all keeping customer safety in mind. But to have your business get through this successfully, there are key areas to focus on in your one- and two-year plans:
- Internet and e-commerce
- Customer relations
- Safety
- Choosing products for broad and specific customer segments
- Your staff
This pandemic has affected consumers, retailers and manufacturers. While ecommerce was already an important part of business, now it’s essential to offer even more options and emphasize the use of curbside pickup and/or home delivery. COVID-19 has been a boon for online shopping; and when consumers do venture out for shopping, they now want to limit their numerous shopping stops. This will certainly benefit one-stop superstores, and puts yet another challenge on the small boutiques — especially those that are selling sensitive adult merchandise.
Now that consumers have gotten a taste of this convenience, expect that this added service will continue to be preferred by consumers beyond the pandemic. Include this service in your new business model and revise your marketing in ways to make customers aware of it. Our current ways of engaging with consumers and customer service have officially changed.
Despite not having as much disposable income, millennials are driving the trends towards eco-friendly items and packaging, and are proving they are willing to pay more for these items. While millennials are currently the focus of many of the adult retail’s marketing campaigns, companies also need to cater to the needs and desires of baby boomers, Gen X and the up-and-coming Gen Z; these are all still demographics that retailers need to accommodate.
Baby boomers are believed to have more disposable income than millennials and likely are able to afford the higher-priced adult items. Offer a variety that appeals to different generations — keeping in mind their financial and physical needs when selecting product to carry. The way that a product will make them feel in the bedroom should be communicated, in addition to showcasing the toy’s quality and value. Always know your product and competition. Millennials are often informed consumers even before entering your shop. Many will whip out their phone right there to compare online options or to learn more about a product's performance, reviews and price/value before they purchase.
It will benefit your business to not only utilize the internet for online sales, but also to engage with your customers via personal response and follow-up — yes, you must take an almost grass-roots approach. As consumers are now wearing masks and buying their personal intimate products from masked sales people, we need to take extra steps to build a comfortable trusting bond. Try to engage in answering texts, emails and banter through social media and also give the option for phone calls. This extra personal effort can create a feeling of trust, even while social distancing and interacting with a masked sales associate.
Plan ahead; no one can anticipate the arrival of a serious disruption in a supply chain. If there is a resurgence of the virus in manufacturing countries like China, India or Brazil, production and shipping will be impacted, which means you may have issues stocking your shelves. It’s time to open communication with smaller companies who do carry inventory, and like you, need support. Don’t overlook the small guy as they may surprise you and keep your shelves stocked with unique merchandise not available at your competitor.
Include a structure for a strong team in your new map for success. Motivate and train your staff members, and they will make your company a success. Allow your staff the ability to grow within the company — don't give them the feeling that they are maxing out. A loyal team member will not only save you money but also your valuable time by taking responsibilities off your plate. Their knowledge and professionalism will attract better and more customers, and you might want to incentivize them with the opportunity to upsell and encourage customer loyalty. These valuable employees will also tend to stay with you longer, which decreases the time you spend, hiring and re-training new staff. A strong staff will be key to maintaining workplace safety as well, by working together as a tight-knit family, you will soon see your team looking out for not only each other, and the customers, but also your vendors — basically caring for all aspects of your company as a whole.
To pull through this, we need to meet consumers where they feel safe. Consider a shorter game plan as a means of surviving the effects of the pandemic. Be open to revising your plans to include realigning with the current circumstances. It’s going to be a challenging year ahead.
Kris Lynch is the owner of Ruff Doggie Styles, Inc.
