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3 Ways Some of 2020’s Top 100 Retailers Got There

The National Retail Federation maintains a list of the 100 fastest-growing retailers in the US.

Some of the mainstays have fallen off because of coronavirus’ disruption to the market.

But plenty have still done quite well.

Speaking of which, what have they done to stay hot in a never-before-seen market?

Take a look at what some of the leaders have done, according to the NRF:

1. Overinvestment in Ecommerce and Omnichannel Retail Sales

Yes. Not just focusing on ecommerce. But sinking in even too much capital.

Indeed, the list of the top 100 has many of the most heavily focused ecommerce retailers, including Wayfair, Build.com, Boxed.com, Amazon, Rakuten, and others.

Who knows how long it will be before consumers feel comfortable shopping in-store on a mass scale again?

Rumors say the US will have a coronavirus vaccine early next year. But it will still take time for the market to realize the outside world is safe once again.

So, how can you commit more intensely to building out your ecommerce sales?

2. One Gutsy Retailer Completely Shuns Ecommerce

While ecommerce makes sense for almost all retailers, it doesn’t necessarily make sense for everyone.

Take for example Primark, who ranks #10 on the NRF’s Hot 100. Not only do they not want anything to do with selling online, but they also sell in what’s easily the hardest-hit retail market: clothing.

A discount European retailer, they employ a strategy of slow-but-steady store openings and always-rock-bottom pricing.

Though primarily an apparel retailer, they also offer health and beauty products, housewares, and candy at everyday low prices.

And despite all its caution and struggles with coronavirus, Primark still maintains its ranking of #10 on the NRF’s Hot 100.

3. Learning How to Ship Efficiently

Wayfair, Boxed.com, and Build.com rank #2, #3, and #6 respectively.

Shipping large, bulky items usually makes it difficult for a retailer to be profitable because of the associated costs.

And yet, these retailers have found a way to excel. Wayfair sells furniture and other home-based goods.

Boxed.com sells grocery and health products in bulk quantities. And Build.com offers home improvement products, as its name suggests.

So somehow, these retailers have managed to create profitability where others haven’t.

How can you challenge the status quo and do the same?

Competing in retail in America is brutal. And hopefully these examples have given you some inspiration.

How Barnes & Noble Is Trying To Make an Epic Comeback

Jeff Bezos founded Amazon back in 1994 claiming it would be “the world’s largest bookstore.”

At the time, it would have to displace Barnes & Noble. And many investors laughed off Amazon because they wondered why consumers would want to buy books online when they could just go to Barnes & Noble.

Barnes & Noble even sued Amazon in 1997 because it claimed Amazon wasn’t a bookstore at all. Rather, it was a book broker.

My how the tables have turned! Barnes & Noble’s revenue fell from $5.39 billion in 2012 to $3.48 billion in 2019.

They’ve gone through a series of CEOs and strategies during that time. And obviously, with coronavirus doing its damage, the outlook isn’t too good.

Nevertheless, James Daunt has taken over as CEO and has a grand vision to make Barnes & Noble a great bookstore again.

How Can Barnes & Noble Be a Leading Bookstore in a Coronavirus Market That’s Also Dominated by Amazon?

Daunt’s idea is to focus heavily on in-store experience. If you’ve read our blog for any amount of time, you’ve heard us consistently say that’s the way for physical retailers to compete with Amazon.

The new CEO, a lifelong retail bookseller, wants to make an intimate, small-store experience the norm. To prove it, he closed a large New York City store.

And he didn’t just invent this strategy out of thin air. Rather, he’s analyzed how small, local, and independent bookstores have managed to survive an Amazon-dominated world and wants to replicate their model at scale.

Basically, small stores have store managers who live, love, and know books. They also understand their local market and view themselves as an important part of the community.

So, while the pandemic wreaks its havoc, Daunt is using the time as an opportunity to revamp the Barnes & Noble in-store experience.

He’s decimating the inside of Barnes & Noble stores.

For example, years of out-of-touch centralized management have left Barnes & Noble stores with disjointed book placement. Comic books have routinely been found right behind history books, a strange experience for customers.

Daunt’s goal is to create the opportunity for book lovers to explore and discover, possibly for hours.

And wisely, Daunt isn’t relying on himself to create a magic formula. Rather, he’s allowing bookselling teams to make their own judgments as appropriate for the local market.

Hopefully, that transforms the Barnes & Noble in-store experience from an odd, impersonal one to a fascinating and engaging adventure for customers.

Will It Work?

After reading Daunt’s strategy, it lines up with market trends. You can’t compete directly with Amazon, so don’t.

Instead, offer a personal experience Amazon can’t and won’t invest in. Let local managers build a store that caters specifically to the market’s needs.

It sounds like a great formula for success.

But only time will tell if the strategy works or not.

What do you think? What have you learned that could apply to your retail strategy?

Report: 41% of Online Shoppers Go to Amazon if Your Website Loads Slowly

You routinely hear how we strongly encourage you to focus heavily on your e-commerce sales.

It’s so insanely obvious you have to be foolish to ignore it.

…But what exactly about online retail do you need to focus on?

Truthfully, because of the data you can collect (everything on a website can be monitored and analyzed), you can easily get lost in the details, burn away all your time, and have nothing to show for it.

Well, a new report by Retail Systems Research shows you one area to focus on: your website’s speed.

They found:

  • 52% of customers get frustrated when a website loads too slowly
  • 90% have left
  • 57% will go to another similar retailer
  • 41% go to Amazon
  • 21% will never return

What is “slow” and “fast” to consumers?

The report found the fastest websites load in about 2.2 seconds compared to an astounding 43.9 seconds for the slowest site.

Could you imagine yourself waiting nearly a minute for a website to fully load?

If you want to experience excellent website load times, the report noted that Ascena, Groupon Goods, 1-800 Contacts, Overstock.com, and Lands’ End were among the best performers.

Auto Anything Cuts Page Load Time in Half and Increases Sales 13%

See the difference a fast website load time makes.

Auto Anything’s website used to take up to 10 seconds to load.

How would you feel while browsing site to site, only to find that it was taking 10 seconds to load?

The company knew it wasn’t up to snuff.

So they enlisted a web design company to help them optimize their page load times.

To prove what works, the company sent 50% of customers to the old website that took 10 seconds to load. It also sent the other 50% to the newer, faster version that took just 5 seconds to load.

And consumers responded with a:

  • 9% higher conversion rate (from random visitor to purchasing customer)
  • 11% higher purchase size
  • 13% increase in total sales

And Auto Anything got the unexpected benefit of being able to reduce some of the costs associated with maintaining its massive website of more than 2 million pages.

So, there’s really no doubt about it: your website’s speed means a lot to your customers.

Stop sending 41% of your customers directly to Amazon!

And instead focus on a top-notch website experience for your customers, which will only do you more good as people buy from home more during the coronavirus market.

Target Records 84.4% Increase in Earnings Per Share in Q2

Before you get angry and irritated with Target and their amazing growth during 2020’s second quarter, instead take the time to learn what you can from their success.

You don’t have time to test and experience everything in your own business. So, borrow from Target’s.

How did they do it during the coronavirus pandemic?

Well, interestingly, though much of their growth came from online purchasing, Target also saw excellent in-store growth.

In-store growth increased roughly 10.9% while online sales growth increased an astounding 195%!

Of course, the company recognizes those extremes were caused by unusual market conditions. And it’s rightly not counting on that trend to continue in 2020.

But the point is Target positioned itself well. And they were ready to capitalize when the unexpected happened.

So what is it that Target has done? Find out below:

1. Build Out Its Same-Day Services

Target has been sinking bigtime capital in its same-day services for years. Those services include Pick-Up, Drive-Up, and Shipt.

Pick-Up allows you to order online or in the Target app and then pick your goods up at the store for free.

Drive-Up means Target employees actually hand your order to you after you make the order and go to pick it up. However, you can only make Drive-Up orders through Target’s app.

Shipt is an app that Target bought which allows you to have your order delivered to you.

The lesson to learn is that wherever you can add convenience, you’ll get more sales growth. And if turbulent times happen, you can see extreme growth while others get left behind.

2. Create an Omnichannel Shopping Experience

Target COO John Mulligan said that the average multichannel customer spends 4 times more than a store-only one.

Target’s present on practically every major social media site you can imagine (Facebook, Twitter, Instagram). Combine that with the app, website, and store itself, and you begin to see what it means to have an omnichannel shopping experience.

Target may even have more online presences than that. But you get the point.

So how can you do the same?

Hopefully you found that helpful. And while you may not be able to offer exactly the same conveniences, you can begin strategizing how to do so.

It’s a wise move on your part because you’ve seen how Target knocked out of the park during Q2.

3 Tips For Managing Your Remote Workforce During the Coronavirus Pandemic

Countless studies have evaluated whether remote workers are actually more productive.

It’s easy to see why they could and couldn’t be.

On the one hand, they’re in the most comfortable and familiar place they know. And that could relax them and make them happier than working at an office, which could mean higher productivity.

On the other hand, they can do whatever they want. You can’t watch them every minute. So they have ample opportunity to be highly unproductive, and even steal your time.

What’s the truth?

A study by Fond.co found that remote workers can be more productive, but like employees in your office, only if they’re engaged.

So how do you manage remote workers for the highest engagement and productivity levels?

Here’s what to do:

1. Keep Your Working Relationship First

It’s not what you do…it’s who you do it with. You don’t have to like who you work with.

But you should make every effort to keep your working relationships as amicable as possible.

If you have conflict with your workers, address it immediately and get it out of the way.

Ask your employees what you can do to make your working relationship stronger with them.

Do they want more verbal praise? More material rewards? Do you need to improve processes to reduce employee frustration?

Your relationship has to be a two-way street.

You do everything you can to create the most motivating work environment. And hopefully, your employees respond in kind.

2. Be Available

Many employees report frustration getting a hold of their managers when working remotely. So somehow, you have to find a way to make that happen.

One possibility would be to have multiple communication methods available and then recommended based on the complexity of the employee’s question.

For example, simple yes/no questions can be emailed or texted. A question with a short answer could be addressed via chat.

And in-depth issues would be handled via Zoom.

You’ll have to decide what works best for your circumstances. But that’s an idea to start with.

3. Make Information Accessible

Chains of emails quickly become a nightmare, don’t they?

Email chains, quite honestly, are a late 1990s thing.

Today, with cloud-based services, you can easily create shared folders with terabytes of information – for free.

For example, Google Drive doesn’t charge you for the storage you use if you store the information using their file format (which is pretty similar to Microsoft).

So even if your entire company doesn’t transition to the cloud, you can at least do it with your team so you can operate efficiently.

There’s much more to managing a remote workforce.

But, those simple tips solve some major pain points and get you going in the right direction for now while you figure out long-term solutions.

How is Coronavirus Affecting Retail?

About four months into the new coronavirus-shaped economy, just what the heck is going on?

You have your own experience.

But it’s important to know what’s happening at the macro-level so you can strategize and adjust.

So take a look at some of the changes coronavirus has caused in retail:

1. Sectors with the Greatest Year-Over-Year Growth

Statista compiles data on, well, practically everything (as its name suggests).

In retail, it tracks year-over-year changes by sector. And here’s what’s grown year-over-year as of June 2020:

  • Nonstore retailers (ecommerce): 23.5% growth
  • Sporting goods, hobby, musical instrument, and book stores: 20.6%
  • Building material, gardening equipment, and related supplies dealers: 17.3%
  • Food and beverage stores: 17.3%
  • Motor vehicle and parts dealers: 7.5%
  • General merchandise stores: 2.5%

Did any of those surprise you?

Any shifts you can make in product lines to capitalize on those growth trends?

2. Many Consumers Splurge with Their Stimulus Checks

Plenty of consumers have spent their economic stimulus checks on essentials.

But not everyone.

Leading retailers like Target, Walmart, Best Buy, and BJ’s have reported marked increases in discretionary spending in the wake of the first round of stimulus checks, reports MarketWatch.

While it’s too late to respond to that, the Fed is seriously considering a second round of economic stimulus checks.

Interestingly, adults began buying bicycles in droves so they could join their kids.

So, how can you participate in that if it comes around a second time?

3. An Intensified Demand for Omnichannel Retail

Stores and malls used to differentiate themselves from e-commerce based on the experiences you can have.

They were already struggling in the pre-coronavirus economy. And now they’re practically down for the count.

While states may be opening up slowly, consumers will remain hesitant to go out into the world.

Large retailers like Amazon, Walmart, Costco, and Target already have their online and offline presences aligned to offer a consistent consumer experience.

If you haven’t already worked on optimizing your logistics and supply chain to make that happen, it’s time to get that in high-gear now.

It’s impossible to say when society will return to normal.

4. The Desire to Support Local SMBs Will Intensify

It’s human nature to support what’s local and familiar. And that urge will only increase as coronavirus settles down.

Think of how we’ve reacted locally after big disasters. Consider how New York, and even the whole nation, unified in the wake of 9/11. Or look at New Orleans following Hurricane Katrina.

People want to see their own communities survive and thrive. Expect that to be strong once it appears we’re in the clear from coronavirus.

Of course, there’s much more than this. But now you have at least some of the highlights as you plan ahead.

How to Analyze the Effects of Coronavirus on Your Business Model

Have you been able to stabilize and get your business under control after the first major wave of coronavirus?

…And we might get a second wave this fall, and possibly even a third wave next year. Maybe not. Who knows?

Undoubtedly this will be one of the most challenging 12-18 months in your business career.

As you struggle through all the chaos, how do you approach understanding coronavirus’s impact on your business model?

Here’s a simple framework suggested by Harvard Business Review:

1. Assess Customer Demand

What has happened to demand so far? What do you think will happen next? What are the possible scenarios, given that coronavirus could come in a second strong wave (or not) this fall?

Should you consider marketing yourself in new places online so you can access more customers you couldn’t before?

Could you offer new products or services in response to coronavirus to help you stabilize or grow your revenue?

2. Has Your Value Proposition Changed?

Do you offer top-notch customer service and training so your customers can get the most from your products?

If so, how can you continue to deliver that while still respecting your customers’ need to avoid in-person interactions?

Remote video conferencing services would make a lot of sense.

But don’t just stop there. How can you differentiate and offer value that your competitors don’t?

Because, after all, they’ll do the exact same thing to start.

3. How Do You Demonstrate Your Value?

Traditional marketing channels like trade shows, conferences, and in-person meetings have gone by the wayside.

So how’re you going to market to your customers, who still want your products and services, but in a way that respects social distancing?

Again, you’ll likely be forced online.

So how do you build web pages loaded with text, video, and graphics to give nearly the same value that your in-person marketing does?

4. Assess Your Capabilities

You’re losing staff. Everyone’s adjusting to working online from home, so productivity may take a bit of a temporary dip.

You don’t need to focus on physical maintenance of your buildings so much anymore because no one uses them.

And now you have to make the shift from doing things in-person to doing them remotely or online.

Of course, you’ll have your own unique idiosyncrasies in relation to your capabilities.

So, what are they? And how can you make the most of them during the coronavirus pandemic?

Frameworks help you understand and clarify your situation so you know exactly where you’re at and can strategize what to do next.

And hopefully this simple one helps you deal with the coronavirus pandemic.

How to Financially Make It Through The Coronavirus Pandemic

We still don’t know exactly how long this coronavirus pandemic will last. It looks like it will last, at least to some extent, through the beginning of next year.

And it could drag on even longer.

So what do you do if you can only shift so much of your sales online? What if your state or community decides to lock all businesses down?

What if your only hope is to rely on government assistance through PPP, which you know you may not get even if you do qualify?

Here’s what to do during the most dire business circumstances:

1. Keep Expenditures to Only The Bare Minimum

If you haven’t done so already, reduce your expenditures to the lowest amount possible. No detail is too small.

Turn the lights off every second you don’t need them. No more catered lunches. Slash your own benefits and salary to keep things going for yourself and everyone else.

Focus on keeping things going just one day at a time. Do the next right thing as you become aware of it.

And make sure nothing gets minimized as not important enough to examine.

2. Consider New Services and Product Lines

“Necessity is the mother of invention,” as it is said, isn’t it?

Think about your past new products and services you’ve offered. Did they require a large capital investment?

Sure, some did.

But not all do.

What can you offer your customers that they seem to want at an affordable cost?

Now may be the time to give that back-burner project or process a try and see how it may generate the new revenue you need to stay alive.

3. Create a Cash “War Room”

Your CFO’s going to have to continue to high-tail it as best as they can. McKinsey & Company recommends creating what they call a cash “War Room.”

Divestitures, joint ventures, lines of credit, and any other means of raising capital need to be considered by your CFO.

Even if you don’t need it at this point, talk to all of your creditors about getting the most favorable repayment terms possible. That way, you’re prepared if things really hit you hard later on.

This “War Room” can also make decisions on how to prioritize paying bills. And it should also have access to real-time liquidity data.

4. Double Down on Collections Activity

Whatever you’ve been doing to collect payments from customers, now’s the time to dial up the pressure on stragglers.

Contact them and ask them when you can expect payment. Use legal processes available to you to issue warnings.

You might also need to ask for more money up front. And in all cases, you may need to negotiate payment terms.

That can mean extending better terms to your current customers and tightening terms to your not-as-good customers.

It won’t be easy. But you can do it. And hopefully these tips help you make it through.

How to Prepare for the Possible October Coronavirus Spike

Who thought the first coronavirus wave would happen? And now, many of the experts are predicting a second spike of coronavirus cases in October.

Some have even gone as far as saying that a third wave will happen too.

These may or may not happen. No one knows the future for certain.

But better to be prepared, right?

Here’s what to do to get started going in the right direction:

1. Continue to Optimize Your Online Presence

Even people who have resisted shopping online have taken their business there in droves. And the data confirms it.

According to Adobe Analytics, US online sales were up 76.2% year-over-year in June.

That even includes an 11.3% fall from May.

Your sales will increase simply by being present online. You don’t even have to master and optimize your online sales.

So do everything in your power to capitalize on that trend.

2. Learn from and Revise Your First Plan

Your first coronavirus response plan wasn’t perfect.

How could it have been?

No one has been through anything like this before.

Revisit your plan. Prepare for the worst…a second wave of coronavirus.

If it doesn’t happen, then you’ll still have put your business in the best position for success this fall.

3. Make Communication Simple

Long lectures, extended meetings, and in-depth presentations should be tossed aside. With coronavirus, there’s too much new information to know to absorb it all at once.

You’ll confuse people, which leads to forgetting and many unnecessary mistakes.

Keep any information you disseminate small…like a few sentences or so. That way, people can absorb it and remember to act on it when it matters most.

The University of Minnesota’s Center for Infectious Disease Research and Response recommends this approach to businesses.

4. Respond Appropriately for Your Community

This comes from the CDC’s own guidelines in this regard. They don’t recommend that you go overkill and try to eliminate every potential threat.

Rather, they state specifically on the front page of their website that you “respond in a way that takes into account the level of disease transmission in [your] communit[y].”

The CDC also recommends following the White House’s Guidelines for Opening America Up Again. To help prevent a potential second wave, those guidelines recommend:

  • Maintaining your COVID-19 hygiene policies
  • Keeping sick workers at home
  • Encouraging remote work
  • Only return to work in phases, if possible
  • Honor special accommodations for those in need
  • Avoid non-essential business travel

You can’t know. No one can.

But by keeping these tips in the forefront, you can minimize the potential impact of coronavirus on your business and possibly help prevent a second wave of coronavirus this fall.

3 Lessons Your Small Business Can Learn from the Coronavirus Outbreak

Wise businesses learn from difficult times. You cannot control much of what happens in this world. And you certainly can’t control what happens to your business.

Do you remember hearing about this coronavirus thing and how it was affecting China in December and January?

It was easy to shrug off then.

But sharp business minds like Pershing Square hedge fund CEO Bill Ackman turned crisis into opportunity. The company reported that it was able to turn $27 million into $2.6 billion as a result of coronavirus.

Don’t be too envious because it really helped the company only slightly more than offset massive losses in other areas. Basically, they held positions in credit protection on high-yield bond indexes. These positions rise in value as the odds of corporations defaulting on the bonds increase.

Interesting story, right?

Here’s what you can learn from coronavirus:

1. You Always Have Opportunity

While your product or service category may have been hit hard by the coronavirus, demand surged elsewhere.

Consumers shifted purchasing to essentials. Smart companies moved their business to feed the demand.

For example, many clothing companies reduced the time and resources they invested in their apparel and instead began producing facemasks.

Some sources showed that as much as 50% of the fashion market disappeared as a result of COVID19.

But face masks? Clearly, demand surged for those. And while those companies may still be struggling financially (who knows?), they at least have a strong supply of revenue coming in that will help them make it through the coronavirus pandemic.

2. You Can’t Over Prepare for Disaster

Crisis reveals the largest cracks in your business by turning them into canyons. But that may not be such a bad thing.

Now, you might know how much cash your company should have available to cover operating expenses.

Or, you might learn how to transition to in-demand products and services.

The point is that you learn the lessons. You always have the option to deny and rationalize what is really happening.

But if you learn and adapt, your business will be in a stronger position going forward.

3. You Must Master E-Commerce

One clear trend is that more people will purchase online than ever before. Baby boomers, who have shown some reluctance to buy online instead of in-store, now have ample reason to shop online.

Millennials are becoming B2B buyers and decision makers. You know how much Millennials prefer to do their research online.

The point is that, regardless of your market, you have ample reason to master online business.

Hardship teaches. But when you come through, you’ll be better prepared to navigate any difficulty that arises in the future. And you have a great opportunity to bypass your competitors who may not have the same attitude towards coronavirus.

3 Mistakes to Avoid As You Reopen Your Business

It’s a totally new situation we’re navigating. And whenever that happens in business, so do mistakes. Even to the best of us.

While mistakes will happen, you can at least work to avoid the biggest ones. Here’s what to watch out for as you open back up:

1. Don’t Assume Social Distancing Will Be Easy to Enforce

In an article at Business Insider, Travis Vance, chair of the COVID-19 task force at labor law firm Fisher & Phillips in Charlotte, North Carolina, says,”We’re going to see a lot of claims filed related to coronavirus.”

It’s not as easy as telling your employees to stay 6 feet away from each other at all times. How will break rooms and bathrooms work? How will you protect your receptionist? How will hallways work?

Complicating the matter is the fact that OSHA hasn’t issued any rules, which will lead to all sorts of legal hassles.

In the case of hallways, for example, Vance recommends making them one-way only so you avoid face-to-face exchanges. And if you only have one hallway in a certain area, then only one person at a time should go through.

Then, multiply that by all the hallways you have throughout your entire building. And now, it’s easy to see how enforcing social distancing will be quite a challenge.

2. Failing to Adjust to Market Needs

Your market has a set of needs. Have you ever considered all their needs as represented by Maslow’s Hierarchy of Needs?

Your business won’t be as simple as doing what you always do, except with a little more help from remote workers.

And you may miss significant opportunities for profit by failing to adjust to changes presented by coronavirus.

For example, if you’re a gym, could you stream online workout sessions for people not comfortable coming back?

But what if you’re something that doesn’t cater as well to remote business…like a restaurant?

Well, in that case, you could shoot videos of your most delicious recipes being prepared behind the scenes. And during that time, you can also show customers exactly how you protect them from coronavirus with strict procedures.

3. Sitting Back and Reacting to What Happens

The best businesses proactively adapt to changing situations before they arise. If you’re not sure which way to go, have several plans in place that fully prepare you for what to do next.

Make sure you include the opinions and experience of your employees as your top decision makers debate about what to do.

If you sit back and wait, other companies will run right by you. You’re better off taking action, making a wrong decision, and then learning from any mistakes you make.

Staying competitive as COVID does its thing in the coming months won’t be easy. But armed with these three tips, you’ll be much more prepared to make the most of it and avoid devastating mistakes.

3 Tips As You Reopen Your Gym in the Wake of Coronavirus

You probably heard the murmurs about this coronavirus thing happening in China in January and February.

…But many people did not think it would grow to what it has up to now, and possibly for more than a year from now.

Unfortunately, if you operate a gym or health club, your business may have gotten hit hard by coronavirus for a little while.

Now that restrictions have eased and you can open at some capacity, consider these tips:

1. General Social Distancing Guidelines

SELF interviewed Dr. Amesh Adalja to find out exactly what gyms can do to make social distancing work.

The particular concern at gyms is in regard to the 6-foot social distancing rule. Breathing heavier during a workout might cause the droplets released from your body to spread further. No proof of that has been found. But it is a possibility.

However, at minimum, machines should be at least six feet apart, some lockers should be closed so people don’t have to come within six feet of each other, and you might want to limit the number of people in your locker room.

You should also have spacing marked out every six feet in the areas of your gym that customers frequent most so they know the appropriate distance at all times.

2. Review Health and Safety Measures with Your Staff

Your staff should be trained on how they can protect everyone’s health and safety too. They should know how to monitor themselves and customers for signs of coronavirus infection. This should be done regularly via a simple self-assessment.

They need to understand what personal protective equipment to wear. This depends in large part on your state and local regulations. And they need to know the proper disinfecting procedure for all gym equipment as it’s used.

3. Re-Engage Customers

Some of your more dedicated members will be itching to get back and you won’t have any problem convincing them to do so.

But many will be hesitant. You may want to create new member offers or special pricing for those who have paused their memberships.

You’ll need new email campaigns, phone scripts, and in-person sales processes. And you must integrate health and safety messaging regarding coronavirus.

It Won’t Be Easy, But You Can Do It

You can’t create demand if your customer base simply isn’t ready to come back to your gym yet.

But, you can be prepared by having safety and cleaning protocols in place to make members feel comfortable when they do return.