5 Ways to Grow Retail Sales During Lockdown

As the COVID-19 pandemic continues to cause great upheaval to our daily lives, the retail and tourism sectors have had to adapt their operations significantly to meet the changing needs of their customers whilst adhering to local restrictions. Read our tips below for some useful insights and ideas on how to increase your retail sales during a lockdown. 

1. Set up an online store… to complement your bricks and mortar shop

The online shopping trend is skyrocketing, and an online store can be used to both complement and protect your bricks and mortar store.

According to the UK’s Office of National Statistics, the average monthly penetration of e-commerce as a percentage of total retail sales spiked to 30.2% in April, the first full month of the UK’s COVID-19 lockdown. As restrictions eased across the UK, a dip occurred but by November the sales had spiked again to 36%.

The next release of data is due on the 22nd of January, so it will be interesting to see the stats – check back later for an update here.  

Enabling your customers to continue to shop with you during a lockdown and be able to remind them you are still there, alone, makes an online shop a worthy investment. Thanks to platforms such as Shopify, Squarespace, WIX and BigCommerce – launching your online store is simple. Even if you get stuck, there are a plethora of online forums to help answer any questions or issues you may have… remember you are not alone in your quest to build an online store!

McKinsey & Company said that organizations that can quickly reimagine their omnichannel approach to create a distinctive customer experience will recover faster from the pandemic. So now is definitely the time to launch that online store, if you haven’t already done so!

2. Use social media to reach new and existing customers

There is a lot you can do with social media and video, that won’t cost you a penny and can reap you many rewards.

• Share post regularly on your social media channels, remember to include hashtags where applicable – this helps people find you and your posts. Including a link to your store or direct to the product, makes shopping quick and easy for your customers.
• Pop open a video via your camera or go live using Facebook Live – showcase what’s in your store. You could plan out a week at a time, showcasing one area or selection in your store per day. Set a time to post it, so your customers know when to expect the update and to check back with you at the same time the next day.
• Hosting a sale event? Why not launch it on Facebook using Facebook Live? Promote it in advance by sharing what’s happening and at what time, you could even “create an event” so people can register their interest in attending. Then remember to allow 5 minutes for people to open and “attend” your video stream, before starting the event.
• Not ready for video or to “go live”? Create photo albums of stock, organised by category such as age or occasion – and update these regularly.

3. Communicate your enhanced safety measures

Make sure your customers know that shopping with you is safe, and show them if and where you have implemented extra measures.

• Create a video on how your “Click and Collect” works, for example – do customers have to knock and queue outside? Do you hand the items out to them, or do you operate a “one in, one out” policy? Allowing customers to understand how your service works, will make them less nervous about visiting.
• Are your products being prepped and packaged differently? Are there extra safety steps? Share these steps on social media and email to give your customers confidence in shopping with you.
• Do visitors have to clean their trolley before entering or are they cleaned by a staff member? Clear signage and communication on social media will help ensure customers know the right protocol. If you have specific measures, such as the supermarket ban on maskless shoppers – make sure this is communicated to avoid confusion.
• Tell your customers about all of the ways they can contact you, instead of visiting your shop. Do you have Facebook/Instagram Messenger enabled? Can they contact you on WhatsApp? Consider setting up a “Live Chat” widget on your website such as Tawk.to which is free!

4. Consider changing or expanding your online offering

During the pandemic, you may be selling products that are no longer relevant to your customers. Mckinsey & Company noted that with the unprecedented scale and scope of the lockdowns, consumers have naturally developed an appetite for products and services centered on the home.

Consider how you should adapt your product offering to suit the needs of your customers during this time. You could even expand your online product offering by partnering with wholesalers who can provide a drop shipping or click-and-collect service. This can be a very low risk and cost-effective way to add products to your portfolio. (Ask us about our dropshipping service!)

You can further advertise your online offering using Facebook Commerce Manager and by advertising on Facebook and Google Ads platforms.

5. Think outside the box

Everything “normal” went out the window back in March 2020, and everyone is now used to new and unconventional ways of shopping. Consider new and different ways to entice shoppers to your store or online, or to just remind them you are still there;

• Set up an unboxing YouTube channel to showcase products in your store to help your shoppers “try before they buy”.
• Host a fashion show on TikTok to showcase new stock or to help clear sale stock!
• Utilise influencers to promote your products. Follow influencers relevant to your product range and consider your budget. The more followers they have, the more expensive they will be – however some may agree to post a product for free if you can both benefit from the collaboration.
• If restrictions allow it, consider an outdoor pop-up shop! If you sell eco-products for example, you could host an event in a local park or woodland.