The pandemic has changed everything. How do you pivot your business strategy to keep up?
In today’s health crisis, the relationship with the consumer has changed—from in-person to on the screen. Consumers have to explore brands and make purchasing decisions from the limits of their homes. And businesses that have experienced sales drop and customer disengagement are reinventing their service structures and thinking creatively about how to stay connected with their customers.
We have seen small businesses who lost their entire livelihood adapt to the recent uncertainty and create innovative solutions to serve their current customers and attract new ones. They have not only embraced digital marketing in their strategy but also shifted their operations, customer service models and other areas to meet the needs of the new digital customer.
Even with the pandemic at large, two things hold true:
- Your client base is still out there. Your consumers still value your products and services, you just need to meet them where they are now. To adapt to their needs, you must change your process of reaching them — incorporate hybrid or adapt to digital-only models. Using the same resources you already have, you can identify new product and service opportunities that have emerged during the pandemic.
- Digital transformation has grown exponentially If your products and services are usually meant for in-person experiences, you can recreate the experience for customers to have from the comfort of their homes. Since they cannot come to your business, bring your brand to them by brainstorming new ways to deliver the services you already offer. Adjust your operations and customer service models as needed. Although your service may look different, you can supply your consumers with the products necessary and maintain direct communication to complete the experience through video conferencing or other digital tools.
Still wondering how this might apply to your brick and mortar or conventional business! Check out these inspiring stories from 4 small businesses who embraced the challenge and used creativity to not only survive, but also thrive during tough times.
Aunt Flow – offers a new product that fits well in their original business model
Before the pandemic, Aunt Flow had a growing business offering FDA-approved medical-grade menstrual products to companies and schools to replace the old bathroom dispensers that required individual purchase. When COVID-19 hit, thousands of companies and schools across the country became deserted. And so, Aunt Flow changed gears and leveraged its resources to additionally offer FDA-approved face masks to fight COVID-19. The business looked at its current supply chain and identified a new opportunity that would fit in their current business structure of providing medical-grade products. They acted fast and with the right strategy, reinventing product lines to leverage the changing needs and landscape. Click here to learn more about Aunt Flow!
Epicurious One – developed a new way to deliver the service they offered in-person
This food and wine concierge service is led by Stephanie Love who organizes wine tastings and food pairings, dinner parties, fundraisers, and cooking classes. Social distancing measures have limited social event gathering, but the client base for enjoying wine and food is still out there. And so, Epicurious One brought the wine and food pairing experience to the comfort of the home. Stephanie has been hosting open sessions on Instagram Live from topics such as how to inexpensively explore wine interests to how to taste wine, participating in virtual wine fests, and hosting digital wine tasting events. This combination of bringing the experience home and making it digital has allowed the business to continue providing their services in a unique way. Click here to learn more about Epicurious One!
FunDaMentals For Education – launched a new initiative to bring their services to those who need them the most
This educational service provider supports schools, students, and their surrounding communities to achieve excellence. Their services include subject tutorials for students, coaching for teachers, and homework helper workshops for parents. When COVID-19 hit, they supported schools in transitioning to online learning with training, technical support, and financial resources for families. To serve economically disadvantaged communities who have been most impacted by the pandemic, FunDaMentals For Education established the Get On the Bus initiative. These classroom-style school bus-based mobile learning labs offer small group instruction for reading, writing, math, and computer skills. By recognizing a specific need for their support among their client base, this business was able to adjust to small gathering measures and online learning to reach students in need. Click here to learn more about FunDaMentals For Education!
Locker Lifestyle – adapted their main product to serve a new customer base
Locker Lifestyle originally sold pocket headbands for customers to store smaller valuables while using the gym or exercising outside. As the pandemic began, the business heard about how front-line healthcare workers found face mask straps uncomfortable, pulling on their ears during hours-long shifts. So, Locker Lifestyle found a solution for them by repurposing their headband products. They added buttons for mask wearers to affix their mask straps and prevent discomfort. The brand is dedicating its resources to creating this new product to support those working the most to fight COVID-19. Click here to learn more about Locker Lifestyle!
These are a few examples of how small businesses have pivoted their operations and products to meet consumers where they are. By recognizing that their clients are still in need and can be serviced at home through digital interactions, they have turned their challenges into new opportunities. And by embracing innovation, technology, and new digital platforms, they have shown resilience and growth even in difficult times.
We believe digital transformation is critical for every business, big or small. And it is something that is here to stay, especially in the post-pandemic world. If you have a conventional business and have been forced to rethink how you could survive this pandemic, it’s time to expand your horizon. Get ready to grow in 2021 by understanding your new customer and adopting technology and strategy to open up new doors.
Need support to get started? Contact us, and let’s talk!
