Although many states have been on full lockdown orders for weeks with non-essential businesses closing left and right due to COVID-19, it looks like that period may soon be coming to an end. Many states have announced slow plans to re-open sooner rather than later, which can mean only one thing: the great retail reopening is about to begin.
But without the right infrastructure in place for your retail business, you can’t just expect things to return to normal with the ease of flipping a light switch. You need to start preparing for that inevitability as quickly as you can, and direct mail is going to be a big part of how you do it.
Restarting Your Retail Business the Smart Way with Direct Mail
One of the most critical things to be aware of regarding the restarting of retail businesses is that you need to be incredibly careful in your messaging. Yes, building brand awareness is just as important now as it ever was – but that cannot come at the expense of empathy and compassion.
Things are going to be incredibly difficult for a lot of people in the wake of COVID-19 and part of your responsibility is to acknowledge that. Don’t just have a “We’re Back in Business” Sale – come right out and market it by reminding people that “We’re All in This Together.” People are going to need all the help they can get, and that’s a big part of what you’re here for in the first place. Now, more than ever before, you need to reaffirm that messaging across the board.
Likewise, it’s equally important to note that you’re essentially starting a new business in the aftermath of COVID-19 – which means that your marketing strategy will have to change. Go back to the drawing board on your messaging and ask yourself questions like “Who am I? Who is my target customer? What values drive my business decisions?”
The answers to some of those questions may have changed since the Coronavirus pandemic began, and you need to communicate that with your target audience. Direct mail is the perfect opportunity to reach out to your loyal and potential customers alike since it allows you to tailor your messaging for each group in a single mailing. This sincere approach will go far in establishing a feeling of goodwill for your retail business in the eyes of your clientele, now and for future generations to come.
If you’d like to find out more information about how to restart your retail business when your state reopens, or if you just have any additional questions that you’d like to discuss with someone in a bit more detail, please don’t delay – contact us today.
