VMSD - July/August 2020 - 13
s hut te r st oc k
Whether you're a specialty quick-serve restaurant (QSR) or a
boutique or national merchant, re-scripting the customer journey
is critical to your survival. Thus it's important to dust off your space
plans and ensure that every point of the journey is refreshed and well
communicated, beginning at the main entrance. My recommendation
is to place a totem sign that includes your logo and states in simple,
bullet-point form what you've done to make doing business in the store
environment safe. Set expectations clearly and avoid handwritten signs,
which I've seen here in my own city. The current pandemic is no excuse
to look like you don't know the experience business!
Your signage should also include facts about your HVAC system -
shoppers want to know what you're doing to recycle and clean the air.
Other key items to include: cleaning routines, employee health checks,
density facts, BOPIS (buy online, pick-up in store) procedures, and
return policies.
When speaking of "density" it's important to note that there are
occupancy code limits as well as COVID occupancy guidelines to
consider. Customers need to see that you're managing a contained
environment that allows them the greatest chance of staying healthy.
Use brand graphics to offer your customers and staff a visualization of
what this looks like. If, after all, no one has the vision it's harder to follow
and believe.
Cleaning is also something that should be communicated, including
the routine, frequency and what you're doing to keep high-touch areas
sanitized. I'm dismayed at point-of-sale systems that accept Apple
Pay yet require you to enter a PIN code or signature, rendering a
"contactless" payment method pointless.
Out in Front
Retailers must rethink storefront design and plan for a new flexible
feature whereby a pick-up window is built into the system. Though I
recognize the cost repercussions of such a wholesale change, in my
opinion, BOPIS is here to stay and having "early or late pick-up-only
hours" may well become a new norm. Think in the "Dutch door" style of
Main Street and keep product moving while offering customers a new
way to interface with your brand. I love how Chick-fil-A adapted to the
lockdown with app order pick-up at the main entrance, for example.
Taking Inventory
As I mentioned earlier, clean air matters now more than ever, and we're
seeing new mandates by governmental agencies requiring COVID19-manageable systems in the news. Be prepared to communicate to
your shopper what your systems are doing to deliver healthy air and
know that a well-devised building information modeling (BIM) strategy
is paramount to being in command of knowing everything about what
comprises your environment.
Very few brands have a sound archive they can reference to
determine, for instance, if their HVAC systems can handle new COVIDstandard discussions. As I mentioned earlier, clean air matters now
more than ever, and this should be easy to communicate to your
shopper if you understand the importance of a BIM. Absent of that, all of
the savings you thought you'd achieve staying with AutoCAD is beyond
lost, in my opinion.
Retail is inherently great, whether talking about a QSR, accessory
boutique or big box store. But thinking through these key areas will
strengthen your relationship with your customer as well as position
your brand to enact changes based on good data and systems.
Brian is a partner at the digital agency REX (Beverly Hills,
Calif.) and CorbisGlobal (Manhattan Beach, Calif.). Follow
him on Twitter @briandyches.
vmsd.com
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JULY/AUGUST 2020
13
http://www.vmsd.com
VMSD - July/August 2020
Table of Contents for the Digital Edition of VMSD - July/August 2020
VMSD - July/august 2020
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Spellbound
No Monkey Business
Bringing the Outside In
Take Me Home
Showroom
Ad Index
Checking Out
VMSD - July/August 2020 - Intro
VMSD - July/August 2020 - VMSD - July/august 2020
VMSD - July/August 2020 - Cover2
VMSD - July/August 2020 - 1
VMSD - July/August 2020 - Contents
VMSD - July/August 2020 - 3
VMSD - July/August 2020 - From the Editor
VMSD - July/August 2020 - 5
VMSD - July/August 2020 - Vmsd Editorial Advisory Board
VMSD - July/August 2020 - 7
VMSD - July/August 2020 - The Goods
VMSD - July/August 2020 - 9
VMSD - July/August 2020 - 10
VMSD - July/August 2020 - 11
VMSD - July/August 2020 - Next Store
VMSD - July/August 2020 - 13
VMSD - July/August 2020 - Spellbound
VMSD - July/August 2020 - 15
VMSD - July/August 2020 - 16
VMSD - July/August 2020 - 17
VMSD - July/August 2020 - 18
VMSD - July/August 2020 - 19
VMSD - July/August 2020 - 20
VMSD - July/August 2020 - 21
VMSD - July/August 2020 - 22
VMSD - July/August 2020 - 23
VMSD - July/August 2020 - No Monkey Business
VMSD - July/August 2020 - 25
VMSD - July/August 2020 - Bringing the Outside In
VMSD - July/August 2020 - 27
VMSD - July/August 2020 - 28
VMSD - July/August 2020 - 29
VMSD - July/August 2020 - Take Me Home
VMSD - July/August 2020 - 31
VMSD - July/August 2020 - 32
VMSD - July/August 2020 - Showroom
VMSD - July/August 2020 - 34
VMSD - July/August 2020 - Ad Index
VMSD - July/August 2020 - Checking Out
VMSD - July/August 2020 - Cover3
VMSD - July/August 2020 - Cover4
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