Delray Beach, FL / May 4, 2020
Just the other day, I went on a local retailer’s website to place a same-day pickup order for basic supplies around my home. I felt a little tingle of excitement when their homepage listed hand sanitizer in stock, only to see that each individual product listing was sold out. I continued my order though, selected about a dozen items total and finished the checkout- only to get an email saying order volumes are high and I’d have to wait until the following day. Okay, no problem- I’m generally a patient man. Yet when I arrived the next day at my allotted pickup time, half the items that I had already purchased were sold out…including the three main things I needed to begin with.
Listen, I understand that we’re in uncharted waters with the COVID-19 pandemic and every retailer is doing everything possible to ensure a smooth transition. But the one thing that seems to be overlooked the most is actual communication with customers. Things like changing store hours, limited supplies and processing delays are expected during this transition time, but that messaging needs to be shared ASAP in the buyer’s journey. It’s actually a great opportunity for businesses of all industries to really nail it with customer service and come out of this as a hero to their customers.
Here are a few quick marketing tweaks that your customers will appreciate while also boosting your bottom line-
While none of us truly has all the answers during these troubling times, your best path forward will be doubling down on meeting changing consumer needs and effectively communicating what you’re doing to help. As long as you keep those lines of communication open, you will come out of this on the other side as a leaner, more agile company that can handle any future challenge.
Scott O. Hirsch is an Internet Marketing Pioneer and CEO of Media Direct, one of the nation’s largest data-driven digital marketing agencies. Across his 25+ year career, he’s pioneered many of today’s most important digital marketing concepts including email marketing and display advertising. Scott Hirsch is a regular contributor to Forbes, CEO World Magazine and countless other publications.