How stationary retailers can alleviate the effects of the Corona crisis
In addition to the financial measures and emergency aid from the government, further measures are required for retailers to mitigate the effects of the Corona crisis. An overview of measures that can be implemented at short notice!
In addition to the financial measures and emergency aid from the government, further measures are required for retailers to mitigate the effects of the Corona crisis. In times of contact bans and closed branches, online trade is booming. This can also offer an opportunity to retailers who have not yet relied on digital sales. In the following, ROQQIO has compiled an overview of measures that can be implemented in the short term:
1. Communication with the customer
Especially in times of greatest possible uncertainty and digital hysteria, customers value clear and honest communication. Retailers should use their social media channels and website to exchange information with their customers during the crisis, for example to keep them up to date. This also includes new sales channels or advice options. In the current isolation, advice via digital channels or the telephone can create additional trust and possibly create a long-term emotional bond between customers and the retailer.
2. Social media as a sales channel
Instagram and Facebook can be used by retailers quickly and with comparatively little effort as a digital sales alternative. In this way, products can also be sold via Instagram without integrated e-commerce systems. Retailers only need an Instagram account and product images. They should present the goods in an appealing way and clearly communicate all the ordering, payment and delivery processes - this way retailers can use their channel almost like an online shop. In this way, brick-and-mortar retailers create proximity to the customer even without personal contact. The sale via the Facebook Marketplace is similar. Here retailers can present their products and process sales manually. Potential customers contact him directly to further clarify the ordering and delivery process. The pure product range can also be expanded to include additional services such as online advice.
3. Use sales platforms
Some e-commerce platforms reacted quickly to the Corona crisis and offer a simplified entry point that brick-and-mortar retailers can also use. For example, eBay has launched an emergency aid program. Merchants can not only create a premium shop for free. eBay is also waiving the sales commission until June 30, 2020. With Connected Retail, Zalando also gives retailers the technology they need to connect their own business to the platform. The only requirements are that the retailer offers a product range that is also sold on Zalando, has internet access and has a contract with DHL for parcel shipping. Zalando handles item listing, customer service and payment processing. Orders are received by the retailer via the connected retail tool, and they only take care of the shipping. Initially, the only costs are for shipping, because from April 1st to May 31st, 2020, Zalando will also waive the commission costs that are normally retained. New platforms such as “einzelheld” are suitable for regional deliveries, where retailers can offer their products without their own web shop and personally deliver to customers in the neighborhood.
4. Use online initiatives
The cohesion of the retailers in the time of crisis is remarkable and clearly visible. They support each other through newly created partnerships and initiatives. Digital experts also make an important contribution. For example, via the "Please don't close" website, interested parties are forwarded to online sales channels such as Instagram accounts or - if available - online stores. Initiatives such as "Dealers help dealers" also offer space for exchange, knowledge transfer and creative sales and campaign ideas.
The #VoicesOfRetail Alliance is an initiative that gives a voice to everyone who works directly or indirectly with local retailers. Last but not least, free webinars such as those offered by the “Mittelstand Competence Center” help to further shed light on topics such as online visibility or the potential of social media and platforms for retail.
“It is now important that retailers remain visible in the crisis in order not to go under. We are all currently forced to rethink many areas of life, but stationary retail especially. He currently has to use all possible digital channels quickly and creatively in order to be able to process sales despite the closed branches," says Vanjo Wandscher, CEO of ROQQIO, software provider for fully integrated omnichannel. “However, social media channels and e-commerce platforms only offer a short-term entry into digitized sales. In the medium and long term, it is important to build a bridge between stationary and online retail. So-called omnichannel solutions are suitable for this,” says Vanjo Wandscher.
About ROQQIO
ROQQIO offers software solutions and concepts for the implementation of the customer journey in omnichannel retail. The portfolio includes systems for merchandise control, POS and the enterprise SaaS application ROQQIO Commerce Cloud. This manages different sales channels and controls complex backend processes, including order management, payment and logistics. The combination of these stationary and online technologies enables a seamless omnichannel experience. Processes such as Click & Collect or the exchange of goods bought online in the branch work smoothly. More than 1,500 companies already trust in the services and solutions of the commerce experts from ROQQIO.
