Coronavirus has forced hundreds of shopping centers to be closed, and very soon, they will open again to the public. However, these re-openings will not be like the high-profile center launches of the past, where tens of thousands of dollars were spent on buying TV advertisements and securing celebrity endorsements to make a big splash; this time around, a much more measured approach is required. While we all want to see footfall and sales pick up quickly, we also must protect the safety of our shoppers and staff.
Unfortunately, after nearly two months of lockdowns, which have resulted in one of the worst economic slumps in modern times, substantial marketing budgets will likely not be available to support the reopening of retail destinations when government officials give the green light to let people back into the shops.
If China has anything to tell us about what will happen when centers open again, shoppers may initially be cautious and need reassurance about safe shopping. Data so far shows that after a reopening, there is likely to be a surge in sales initially as pent-up demand is released, but a gentle recovery will quickly follow this.
The speed of this recovery depends on building confidence with your most valuable local shoppers. This means that your customer engagement strategy must be focused on the long game, winning them back into your center over time, measured in weeks, not days. The good news is physical retail is re-emerging and quickly.
As of April 19, below are a handful of countries that have already announced the reopening of shops which you may want to follow closely as you plan the reopening of your center:
- Since April 14, Austria has allowed only shops smaller than 400 square meters to reopen, requiring all people to wear masks and keeping a minimum distance of 1.5 meters. On May 2, all other stores, including malls and hair salons, are set to reopen.
- Bahrain announced on April 9 that shopping malls such as City Centre Bahrain reopened, though workers and shoppers must wear masks, and that the number of people in shops would be controlled to prevent overcrowding.
- Germany will soon permit outdoor centers with fewer than 800 square meters to do business by opening shops nationwide, with many set to reopen this week.
- In the US, Nebraska Crossing Outlets distributed flyers to the local community to announce it will do a “soft reopening” on April 24. Staff will be required to be tested for Coronavirus using infrared non-contact thermometers, while shoppers will be asked to wear masks and gloves.
In addition to tight budgets, Coronavirus has added an extra level of complexity that you need to consider in your reopening plans, which is how to give both customers and store staff the confidence that you will protect them from the disease when they are at your center. Consult the guidelines produced by the SAFE Shopping Centres and turn them into customer and staff-friendly messages. By sending out simple and straightforward messages as part of your reopening communications, you can reassure people and set expectations for when they visit your centers.
You will need to work with colleagues in operations and facilities management to communicate via email, website, app, social media, and on-site displays the steps you have taken to safeguard customers when they return to your destination, such as:
- “We are closely monitoring and limiting the number of people in centers and shops.”
- “Stores will only allow a limited number of people at one time. Please be patient and wait your turn.”
- “We have deployed hand sanitizer stations at doors to be used when entering and leaving.”
- “Our janitorial staff check all hand soap dispensers frequently to ensure they are working and filled.”
- “We have added two-meter floor markings displayed at all checkouts.”
- “We have implemented a no cash policy with shops only accepting credit and debit card payments.”
Finally, make sure you get feedback and respond to it. This is a new situation for all of us, so there will be mistakes and areas where you can improve, and your shoppers and staff will welcome the chance to comment. By emailing surveys, using tenant communications tools, or just asking people, you will quickly learn what’s working and what’s not.
What you do now, by creating a safe and satisfying shopping experience and how you communicate before, during, and following the reopening of your center, will earn your customers’ trust, gratitude, and loyalty, which will pay dividends for many years to come.
