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RetailAction Plan

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If you’re feeling overwhelmed and unsure of what actions to take during this time, use this guide to get you started. Here’s what we’ll cover:

Keeping safe Protecting yourself Protecting your customers

Assessing and generating solutions Identifyingshort-termmodifications Startingtothinklongterm

Adapting and overcoming Convertingtodigitalsolutions Puttingaplanintoaction

Staying in contact Updatingyourcommunicationchannels Reachingouttocustomers

Marketing during this time Beingsensitiveandrespectful Gaugingtheappropriatepath

Planning for the future Thinkingahead Usingwhatyou’velearned

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TheCOVID-19(coronavirus)pandemicischangingthewaywealldobusiness.Andthereismuchwestilldon’tknowabouthowthissituationwillplayout.

Asthisunprecedentedcrisiscontinuestoevolve,manysmallbusinessownersarewonderinghow tominimizelosses,andwhatstepstheycantake toprotecttheirbusinesses.

Smallbusinessownersaresomeofthemost resourcefulandresilientpeopleweknow.Andnow’sthetimetoleanintothatresourcefulness,makeaplan,andgettowork.Ifyou’refeelingoverwhelmedandareunsureofwhatactionstotake,thisguidewillserveasagoodstartingpoint.

Let’stakealookatsomewaysthatyoucantakestockofthesituation,generatesolutions,andtakeactiontoprotectyourretailbusiness.

Asyouknow,thingsaredevelopingrapidly.So, it’simportanttoremainflexibleinordertomake changesonthefly.

Remember,you’vegotusandcangetConstantContactHelpandSupport when youneedit.

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Safety First

ImplementCDC-recommendedprecautionsinyourbusinessassoonaspossible.Amongthemostimportantrecommendationsare:

Onceyou’vedonewhatyoucanforeveryone’shealthandsafety,it’stimetofigureouthowthissituationmayaffectyourbusiness.

It’slikelyyou’realreadyfeelingtheimpact.Inanyemergency,largeorsmall,you’lloftenhavetoassessandreassesstogeneratesolutionsbecausethingsarealwayschanging.

Actively encourage employees, especially those who are sick, to stay home.

Implement systems that allow them to work from home if possible.

Emphasize the importance of cough and sneeze etiquette as well as hand hygiene within your business.

Perform routine, thorough environmental cleaning.

Yourfirstpriorityistomakesurethatyourfamily,staff,andespeciallyyourself,aresafeandsafeguarded,tothebestofyourability.

Next,makesurethatyou’redoingeverythingyoucantosafeguardyourcustomers.

Note:Sincethisisarapidlyevolvingsituation,theguidelinessetforthbyyourlocalhealthofficialsshouldtakeprecedentwhendecidingwhatprecautionstofollow.(Findresourcesforyourstatehere.)

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Since there are a lot of unknowns, it’s important to think about various possibilities and what you can do to adapt to them. The problems you face will vary depending on the nature of your business, and so your solutions will vary too. It’s important to look at the questions directly and make a plan based on what you’re able to do. Below are some examples of things you may need to consider.

Assess andgenerate solutions

Youmaywanttowritethingsdownasyouthinkthroughthesequestionsandyouranswers.It’llhelpyouformulateyouractionplan.

Thinkaboutreducingyourhoursordays thatyou’reopen.

What if you end up short on staff?

Designatesomeoneelsetobeinchargeof thedailyoperations.

What if you get sick?

Checkyoursupplychannelstofindouthowlongitwilltaketogetnewstock.

Thinkaboutlimitinghigh-demanditemstoone ortwoperperson.

What if you have a problem keeping certain items in stock

Canyoucontinuetopaythemiftheycan’t come in?

Doyouhavesomethingyoucangivethem tohelpthemout?

What can you do to help your staff?

Canyouofferdiscountssotheycansave money on items they need?

Canyoucreatespecial“comfort”kitsof thingstheymightnotneed,butmightwant?

What can you do to help your customers?

Doyouhavesuppliesthatyoucandonate tothelocalshelter?

What can you do to help your community?

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Are there any other resources available to you? We’vecompiledalistofresourcesforyou.

ResourcesforSmallBusinessesImpactedbyCOVID-19(Coronavirus)

Andatsomepointyoumayhavetoaskthebiggerquestions:

• Thinkaboutsellingyourwares,services,etc.online.

What if I have to temporarily close?

• Howwouldthisaffectyourfamily,aswellas yourstaffandtheirfamilies—canyouhelp theminsomeway?

What if this lasts several weeks or months?

• Ifnot,aretherethingsyoucandotoadjust yourplansoitwillbesustainable?

Is the “temporary” plan you put into place sustainable? If so, for how long?

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Adapt and overcomeYour“businessasusual”maynolongerexist.You’llneedtoadapttogetthroughthesetryingtimes.Somethingstoconsider:

Partner with other local businessesYou’renotaloneinthis.Yourneighborsaretryingtoworkthroughthesamethingsyouare.Whichmakesthisagreattimetocontactothersmallbusinessownersandbrainstormtogether.

Maybeyoucancombineresourcesandassetstocomeupwithspecialgiftbaskets,workfromhomekits,orcomfortpackages...combinationsthatyoumayhaveneverthoughtof,ormayneverhavebeenabletoprovideonyourown.Worktogether.You’llbestronger,andbetter,forit.

Working from homeIfyoucan,setupworkfromhomeoptionsforyourselfandyouremployees.

Setupaworkstationthatcanstayinplaceforaslongasyouneedit.Createaspacewhereeveryoneinthefamilyknowsthatifyou’reinit,you’reworking.Thiscanhelpyoutostayfocusedwhenyou’reworking,andsetboundariesbetweenworkingandhangingoutathome.

Providing no-contact delivery or pick-up servicesTakeacuefromthefoodserviceindustrywhosemembersareadaptingbyaddingorexpandingdeliveryoptionsandprovidingtake-out.Thinkaboutofferingsame-daydelivery...doorsteptodoorstep(andhaveyourownemployeesdothedelivering). Orofferpackageservicewhereapurchasecanbewrappedandreadyforyour customertopickupatadesignatedtime(sointeractionwithothersislimited).

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Ifyouhaven’tbeensellingonline,now’syourchancetostart.YourConstantContact accountcomeswithtoolsthatmakeitquickandeasytostartsellingonline.Youcancreateshoppablelandingpagesorafullwebsitewithanonlinestore.

Ifyoualreadysellonline,switchitupabit.Putitemstogetherforspecialgiftbaskets,orcomfortkits.Andthinkaboutofferingspecialdiscountstohelpyourcustomersoutinatimewhentheymaybehesitanttospendmoneyfor“extras”.

Somethingelsetothinkaboutissellinggiftcardsforfutureuse,andifyouhavean incentiveprogram,thinkaboutgivingextrapointsforshoppingduringthistime.

Here’s a few more ideas:• Createkitsforentertainingthekids,keepingyoursanity,organizing,orfreshening upyourdecor• Discountitemsforthehomeoffice,living,andrecreationalrooms• Createvideossharinghowtouseanitemthatyouofferonyouronlinestore (ortohighlightaspecialkitorgiftbasketthatyoucreatedjustforthisoccasion)

Therearemillions(orevenbillions)ofretailitemsoutthere,andthereareatleasttwiceasmanywaystosellthemonline.

Themostimportantthingtokeepyourretailbusinessgoingistobeflexibleandcreative.

Selling your wares online

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Ifyou’restumped,thinkabout:

• Whataresomeofthedifficultiesthatpeople are having right now?• What can I do to help?• What do I have that will help?

Forexample:Difficulty-Manypeopleareworkingfromhomethat aren’tusedtoit,haven’teverworkedfromhome,anddon’thaveadesignatedspaceathomeinwhichtowork.

Difficulty-Peoplecangetcrankyandboredwhenthey’restuckinsideallthetime.

Difficulty-Peopleareworriedaboutthefuture.

Provideoptionstomakethesituationmorecomfortable,moredecorative/attractive,morefunctional,moreenjoyable.

Provideitemsthatentertain,taketime,helppeoplefeellikethey’rebeingproductive,helpthemfeellikethey’renotalone.

Givethemsomethingtolookforwardto,offerthingstobrightentheirdayorbrightenthedayofsomeonetheycareabout,holdadrawingtogivesomethingawayandpromisetoannouncethewinner‘live’onsocialmedia(makeitaneventwithregularupdatesonhowthecontestisgoing)...maybesell‘virtual’raffleticketswithproceedsgoingtohelpalocalnonprofit.

What can you do?

What can you do?

What can you do?

Selling your wares online

Asyouthinkabouthowyoucanadaptand overcome,thinkthroughsocialdistancingandkeepyourcustomerssafetyinmind.Andbesuretoletthemknowwhatmeasuresyou’retaking tokeepthemsafe.

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Whenyou’reconstantlyhavingtomakechangestoadapttoanever-changingsituation,it’simperativethatyouletyourcustomersknowwhatyou’redoingandwhen.

Keepyourcustomersawareofanychangesinday-to-dayoperations.

Besuretoincludedetailsyourcustomersshouldknowabout,likeyourhours,productavailability,andany precautionsyou’retakingregardingthevirus.

Considerthefollowingtipstocommunicatetheaboveinformationwithyourcustomers:

Update your website.

Email your customers.

Post to social channels and pin those posts to the top of your feed if possible.

Update your details on your Google My Businessprofileandanyothersiteswhere you have a listing.

If you have a physical location, think about hanging signage in your windows and around the store.

It’salsoagoodideatoreviewanycommunicationsyoualreadyhadscheduledfortheirappropriatenessandrelevancebasedonthecurrentstateofaffairs.

Stay in contact

Remember,yourConstantContactaccountcomeswithtoolstocreateawebsite,sellonline,sendemail(includingtemplatesforyoutocommunicatewithyourcontactsaboutCOVID-19includingtipsonwhattosay),posttosocialmedia,andmore.Needhelp?SeeourotherresourcesforConstantContactHelpandSupport.

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Marketing during

this timeYes,it’sokaytomarketyourbusinessduringthistime.Butyoumustbesensitivetothecurrentsituationandrespectfulofyouraudienceandthesituationtheyarealsogoingthrough.Lettingpeopleknow

aboutthechangesyou’vemadeisagreatplacetostart.Usethechannelsmentionedabovetocommunicateonaconsistentbasis.

Ofcourse,consideryouruniquesituationtogaugethemost appropriatepathforward.

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Plan for the future

What can stay?

Lookforthingsworthmakingapermanentpartofyourbusiness.

What comes next?

Ifso,don’tstopjustbecausetheemergencyisover.Keepthemgoingandseeifthey’reagoodadditiontoyourbusinesslong-term.

Thesearetryingtimeswithmanyunknowns.Bydoingyourbesttostaysafe,reviewingyouroptions,andmakingaplan,you’llbeinabetterpositiontocomeoutontheotherside.

Did the online store get more traction than you thought it would?

Did having reduced hours turn out to be a great thing for you?

Did sharing ideas or partnering with another store work really well?

Do you need to reach out to your suppliers?

If you’ve been closed, what do you need to do to reopen?

How will you recall your staff? Will it be in stages or all at once?

Eventually,you’llneedtotransitionbacktobusinessasusual.It’simportanttoplanahead.So,startmakingplansforwhatcomesaftertheemergency.

Reviewthechangesyou’vemadeandwhatyou’velearned,thenthinkabouthowyoucanusethatinformationtomoveforward.

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Remember, you are not alone

Ourmarketingadvisorsareheretohelp.

You’ve got this. You’ve got us.

ConnectwithothersmallbusinessesintheCommunitySee our other resources for ConstantContactHelpandSupport

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