How do retailers around the world attract customers during a pandemicHow do retailers around the world attract customers during a pandemic
11 / January / 20 Visitors: 22 ★★★★★
How do retailers around the world attract customers during a pandemic?
The most interesting cases of organization of world retail in conditions of coronavirus epidemic, total quarantine and strict restrictive measures.
Under the conditions of the pandemic, retailers all over the world experience considerable difficulties. Who simply closes in anticipation of better times, and someone is trying to find ways to make at least some money and strengthen their reputation, which, as it turns out, is now almost more important than money. RAU has collected the latest examples of how overseas retailers are changing their jobs during the crisis.
Preferential and contactless delivery
Since March 27, hundreds of grocery stores across the U.S. have partnered with DoorDash to make delivery more accessible for older people. Hy-Vee Inc., Woodman's, Kowalski's Markets and hundreds of independent grocery stores, such as Piggly Wiggly, LifeThyme Natural Market, Le District and Matherne, have collectively waived delivery fees for DoorDash orders for people 60 years of age or older. DoorDash operates in more than 4,000 cities in 50 states.
To minimize the contact between customer and courier driver, customers will also be able to request delivery without contact when placing an order, noting where to leave the item.
Many retailers arrange for contactless delivery or receipt of goods ordered online. Thus, in the U.S. Walgreens pharmacy chain in addition to the range of 7200 items offers customers a specially selected 60 front-end products, including disinfectants and detergents, painkillers, cough medicines, etc.
Without leaving the car, the customer can first confirm the availability of the goods through a special window and receive them on site. In case of a queue of cars at the issue, he will be offered to return later to pick up the order at a certain time.
Similarly, a seller of Office Depot stationery, in addition to the usual delivery through the special services Shipt and Deliv, offers to pick up the order in their stores Office Depot and OfficeMax. The customer just needs to park at the entrance to the store and select the "I'm on the sidelines" option in his confirmation email to pick up the order without leaving the car.
Furniture retailer Article has installed its contactless delivery protocols. He enters it as the default delivery option. So, when the furniture is already at the door of the customer's house or apartment, the staff, while maintaining a safe distance of six feet (approximately 1.8 m), takes pictures of the order at the door as proof of delivery, without a signature.
In addition, the seller has temporarily disabled all delivery options with the skidding of furniture inside the premises and services for its assembly. Those who have managed to order skidding and assembly before, will receive a refund for services. If the customer is unable to assemble or bring in the furniture himself, he will wait in the seller's warehouse until the company can provide the requested service.
Help and cooperation.
Swedish IKEA has opened a Swedish Food Market department in its shop in London's Croydon Bor (an administrative unit where residents can choose their mayor), leaving the rest of the shop closed for the pandemic. However, only "vulnerable" categories of shoppers, such as the elderly (can be accompanied by their guardians), as well as National Health Service (NHS), police and IKEA staff, can enter.
American discounter network Dollar General has announced a 10% discount for all health care workers and the National Guard. The offer is valid until April 30, with possible extension, depending on the development of the COVID-19 pandemic.
The British brand Marks Spencer was also forced to close its clothing and household goods stores, but continued to sell food under its own brand name.
Not only that, the company allowed "other people's" food to be sold during quarantine at its supermarkets. In particular, at M&S, you can buy Rummo pasta and Tilda rice so that the residents of the neighborhood do not have to look for these products in high demand.
In addition, M&S has adapted its range of products in small shops to focus on offering more "staples" such as milk, bread, eggs and meat.
The retailer has also followed the example of many other FMCG chains and expanded its funding to small food suppliers, allowing them to receive immediate payment for the goods. In doing so, it helps them stay afloat during a crisis.
Work with staff
The staff of Marks Spencer stores are separately motivated. Everyone who was sent on forced leave will continue to pay their full salary. And those who remain "on the front line" workers in the sales halls and warehouses of grocery stores will be raised salaries by 15% "in recognition of their work" to provide people with food during the pandemic.
Wage increases, however, are not only a risk premium, but also a payment for the increased workload. For example, the global online trading giant Amazon has announced a salary increase of $2 per hour (up from the existing $15 per hour or more) for staff involved in order creation and delivery. And also about the recruitment of 100,000 new employees in the U.S. alone due to the sharply increased load on the delivery system.
Amazon openly calls on those who have lost their jobs in the tourism and HoReCa sectors to relive tough times and then return to their previous jobs. If they want to.
And the two-dollar per hour supplement for the pandemic, one after the other, has now been offered by many retailers such as Costco, Target, Kroger and others. The terms of the additional payments are different for everyone, but the essence of one thing is to support and interest financially the staff on the "front line".
For example, the American discounter Dollar General will invest $35 million in bonuses for all employees of the store, distribution center and private fleet, who worked for six weeks starting from mid-March. The company also provides all employees with a 30% discount digital coupon for their STMs by May 4, 2020.
In this situation, the owners of many restaurants have to figure out how to adapt in order not to close down and not to fire all personnel. Thus, American restaurants are already converting their establishments into food shops. After all, restaurants and their distributors have well-established channels for food supply.
For example, a chain of restaurants Dogs Haus Worldwide has opened stores with the brand Haus Market, where customers are invited to buy ingredients for making hot dogs and hamburgers. And Texas Roadhouse restaurants began selling meat, potatoes and steak seasonings, and began baking branded bread for sale.
Tailored Brands, the parent company of Men's Wearhouse and Jos clothing stores, also found its way out. A. Banks, which reopened its e-commerce centers and started sending online orders. The retail stores will be closed until May 4, 2020.
But in addition to fulfilling the online orders, Tailored Brands, a private manufacturer and distributor of medical supplies, will start producing washable cotton face masks. They can be used when there are no FDA approved face masks available. At the Tailored Brands factory, 50,000 face masks will be made from and used by a partner in a medical device manufacturer, for which purpose they will return dismissed employees to work.