Bridge Building

Here, in our second installment of this new-for-2022 column series—a refresh of our popular Consumer Connection column—we dig into the mindset of today’s pandemic-changed consumer to reveal how ECPs can connect, successfully.

Risk is low. Reward is high. Now is the time to experiment with ways to reconnect with customers, says Chris Walton, co-CEO and founder of Omni Talk, a fast-growing retail blog and podcast series.

“The risk of making a mistake right now is pretty low,” Walton shares. “If you don’t do anything, you’re not going to be prepared when volume and demand come back at you.”

Walton, an omnichannel expert and influencer, sits on advisory boards for Xenia Retail, Sezzle, and Delivery Solutions—and previously was vice president of Target’s “Store of the Future” project. Here, Walton serves up four tips for reconnecting with consumers today:

TIP #1
Hit Record.

“What’s exploded coming out of this pandemic is how consumers interact with specific types of media and the rise of short-form video as the predominant marketing vehicle.”

HOW TO RECONNECT: Record short videos about the business and post to social media. Don’t worry if you have a face for radio because it’s substance, not dazzle, that wins the day, says Walton: “Content rules. Not the polish.”

Short-form video is how consumers discover and evaluate brands now. “It’s how we all learn about things,” Walton adds. With consumers still playing catchup on eye care deferred by the pandemic, many have questions only ECPs can discuss credibly on video: When should I consider bifocals? Is blue light protection important?

TIP #2
Be A Bendy Business.

“Construct your business to meet customer demand as flexibly as possible. That means offering a variety of ways to fulfill orders for people.”

HOW TO RECONNECT: Curbside delivery, ship to home, and 24/7 locker pickup strengthen bonds with time-starved customers who demand convenience. “The premium on that will only accelerate because the more technology advances, the more pressed we are for time,” says Walton.

Find ways to connect with customers around the clock. Smart lockers, installed indoors or outside, enable shoppers to collect online purchases, contact-free, any time of day using PINs, QR codes, or mobile apps.

“There is nothing that says your store has to be physically manned, operated, and ‘open’ for people to interact with it,” he notes.

TIP #3
R U Text Savvy?

“Stay flexible in your ability to connect. People are still going to be uncomfortable with human interaction.”

HOW TO RECONNECT: This is where text messaging comes in. Spouses and BFFs master texting styles that fit their unique relationships and ECPs can do the same so long as patient needs and preferences take priority.

“Keep in mind the value you are giving in return for this type of service,” Walton advises ECPs. “It should not be harassing or pestering. It should be something that fosters a deeper relationship by providing a faster, more efficient means of communications.”

Reserve text messaging for simple interactions, such as alerts that orders have shipped or appointment confirmations. Make it easy for customers to opt out of texting.

TIP #4
Contactless Payments.

“Make sure the store experience is still as contactless as possible. Psychologically, it makes people feel better and it’s very efficient. This will help you build a bridge to consumers who still might be a little trepidatious about going into your store.”

HOW TO RECONNECT: Accept contactless payments like Apple Pay, Google Pay, and Samsung Pay. To make digital payments, consumers hover their smartphone or smartwatch over a mobile payment-enabled point-of-sale terminal. It’s touchless because there is no credit card dipping/swiping and no PIN entry, and no fumbling with a wallet makes the whole process faster.

Some 59% of U.S. small businesses surveyed by Visa accept digital payments exclusively or plan to do so in the next two years. A whopping 73% of respondents said accepting new forms of digital payment is fundamental to growth in 2022.