HP Innovation Journal Issue 15: Summer 2020 | Page 46

Acceleration of Change
Retail
“It’s easier than you think to sell virtually,” Elliott
says. “For brick-and-mortar retailers who’ve lost their
main channel—the street—it’s critical to get them
online.”
Tilden and her staff reached out to vendors, many
of whom are local artists, to source photographs and
product descriptions for the store’s website. At the same
time, she placed orders for shipping and packaging supplies
and purchased a label printer. Tilden was able to
launch online ordering 10 days after closing her doors
and says the move not only helped
her reach new customers, but also
reconnect with customers who have
moved away but still love her store.
“It’s a silver lining,” she says.
“Without this happening, I would
not have had online shopping up and
running anytime soon.”
S
ONE MORE PAGE
BOOKS
EILEEN McGERVEY, OWNER
ARLINGTON, VIRGINIA
“Whatever
it takes,
we’ll do it.
”
Shopkeeper tip: Connect with
customers where they are—
flexibility is key.
Connecting with customers
where they are—at home
McGervey says the pandemic has
been especially tough for small booksellers,
who rely on unique, in-person
events such as author readings and
book clubs to distinguish themselves
from larger competitors. Now that
those events aren’t possible, she’s
turned to social media, setting up
regular Zoom sessions for author
talks and book clubs. On Fridays,
McGervey and two staff members
put on masks and sit at least six feet
apart to deliver a “State of the Store”
address on Facebook Live. They chat
about newly arrived books, reveal
just-delivered puzzles, and keep customers informed
and engaged with what’s happening at the store.
“We’ve had to pivot quickly, beefing up our online
presence,” she says about her innovations. “We’re
trying to keep communication open.”
Along with a steady cadence of communication with
customers, Ray says personalization is key for small
businesses to stay relevant and top of mind. “You can’t
overcommunicate at all,” he says. “Talk to people as
narrowly as you can.” He recommends dedicating time
to building a customer database, segmenting customers
based on their preferences, and crafting unique
messages for each segment. For example, businesses
can use a service like BombBomb to send personalized
video emails that stand out in a customer’s inbox.
Another way to differentiate yourself, he says, is
to invest in better technology. Multiple video cameras,
more lighting, and better microphones can make
promotional videos more engaging. And investing
in a business-quality PC, printer, and additional
display screens can help a business owner manage
online marketing, sales, and shipping as efficiently as
possible, setting them up for success after the current
crisis subsides.
“This is the time to build your [contact] list, educate
people, and find moments of delight for customers,” he
says. “It’s the time to experiment.”
Finding new ways to deliver value
From how they market to what they offer, Li says small
businesses must be nimble and come up with novel
ways to keep current customers interested and attract
new ones in these uncertain times.
“The whole competitive landscape is changing,” he
says. “You have to prepare and change your business
model to be innovative and develop new things for the
new normal.”
This is where a small business’s personal relationships
within their local community can be a strength. In
the Harris Poll, 67% of small-business owners said they
feel a responsibility to their local community, and onefourth
of American consumers said they’ve purchased
something from a small business as a show of support
during the pandemic.
At all four Local Foods in Houston, owner Benjy
Levit, who comes from a family of grocers, transformed
his counter-service restaurants into pop-up markets
over a weekend, adding produce boxes and other grocery
items to his restaurant’s website so customers
could place orders online and then have them delivered
or pick them up curbside.
“I saw a real need for fresh fruits and vegetables in
our neighborhoods,” Levit says. “The market is our
most significant pivot.”
The chef is making homemade granola and pickled
vegetables for sale, packaged with stickers Levit prints
in-house to continue building the Local Foods brand as
business shifts. Levit has also partnered with dozens
of local businesses to sell their products in his market.
“Our customers are finding it’s fun and different,” he
says. “It’s given us a real energy.”
Curating or bundling products is another strategy
that’s helping small businesses appeal to customers
and make their products stand out. At Meus boutique
in Maplewood, New Jersey, owner Marichella Diwa
has curated her digital shop toward self-care and home
INNOVATION/ SUMMER 2020
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