RE-IMAGINING THE CUSTOMER JOURNEY

By Eliana Barriga
Publisher and Managing Editor for The Retail Observer

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Eliana Barriga

Keeping services relevant amidst uncertainty

I don’t know about you, but the surreal world we find ourselves living in at the moment certainly is keeping us on our toes, dancing to the tune of a new jig. “On the fly” thinking is an extremely valuable and necessary skill to have or to be developing at this time. Thinking fast and taking quick action is the name of the game here now. This is what will keep our businesses relevant and profitable. It’s time to come up with sustainable ways of doing business now, as well as into the future.

As a consumer, I have noticed that many websites are outdated, and even more sites are not adapting their selling strategies to fit the rapidly changing climate. This adaptation is essential to help customers navigate the purchase of goods and services sold by your establishment, whether the doors are currently open or closed. People are too stressed with daily life right now to be frustrated by the purchase and delivery process they want and need from you. When the experience is seamless, the stress levels stay low, encouraging return sales as well as referrals.

Take Panera Bread’s recent solution, for example. They were classified as a restaurant and deemed non-essential when the stay-at-home order came down. Panera’s chief decision makers noted that grocery stores were deemed essential, so they added a grocery store to their business model and packaged their meals, produce, bread and began delivering these products via local delivery services, in addition to curb-side pickup. They also are selling these products in local grocery stores nationwide. With a revamped, beautiful, and very user-friendly website, ordering from Panera is now super easy to receive their yummy food, delivered right to your home, hassle free.

I know there are a lot of inspirational examples of businesses working within the confines of the crisis, finding creative ways to succeed. Do you have a story you’d like to tell? We would like to highlight these stories in future issues, so please write to us and share what you are doing to not only survive, but to actually thrive in 2020!
Reinventing the way we do business...

Eliana Barriga
eliana@retailobserver.com

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