A client last week shared a brilliant story about why they go to one Fish and Chip shop rather than another that is cheaper and closer to their home. It is all about their brand integrity and the product/service. The Fish and Chip shop only uses fresh fish never frozen, they are not the cheapest, however they have queues outside the shop. It made me think about what defines everyones business “quality of fish” and also how you engage with your customers during lockdown. This restaurant undoubtedly has returning customers due to the quality of their product, this ensures they have people returning.
We will recognise companies that have been imaginative during this time, changing their product or service and making it more accessible. Restaurants like Wagamama sharing their recipes and setting up an online cookery school. ASOS adapting their stock to accommodate the demand for casual clothing, this repositioning of their offering shows they understood the customers need.
Communication is key, the right level of messaging and the right tone. Even on shop windows the positivity of a simple message “opening soon” or the longer ones thanking everyone for their loyalty. Speaking to the hearts and minds of who you want to stay in touch with.
During the time out the companies who have made their products and services even better or adapted their offers will be recognised. I was predominately a learning and development business, with a coaching offering. nuggets is now an online coaching service with workshops. Recognising the need for learning and development to be more intimate and more immediate has lent itself far more to coaching, therefore I have adapted my services.
The lockdown has made it necessary for firms to engage with their customers in new innovative ways and prioritise their happiness. Loyalty schemes need to be personalised therefore even more data capturing and more artificial intelligence to understand what really will make their hearts sing.
The road ahead is still going to be long, however the more we take the time to stay true to our brand integrity eg. quality and communicate with our customers the more secure our businesses will be.
Please do get in touch if you would like nuggets to facilitate a brainstorming session on your key offerings and how you are communicating with your clients. firstname.lastname@example.org