It’s that time of year again when winter is upon us and the last-minute shopping is about to begin, but this holiday season, like the rest of 2020, is not quite the same. As pandemic precautions continue to restrict business and social activities across the country, the last-minute shop is as daunting as ever, but for different reasons.

Keeping a physical distance of at least 6 feet between people has been the most universally recommended and effective way for slowing the spread of Covid-19, but we can’t stay away from each other forever. What we can do as the economy reopens is try to consistently apply the best-known methods for reducing the spread of COVID-19, while still doing business and living life.

Currently, the Centers for Disease Control and Prevention (CDC) and the World Health Organization (WHO) agree on a number of best practices to limit the spread of the novel coronavirus when physical distancing can’t be maintained.

Our top 3 most effective strategies for preventing the spread of COVID-19 are:

  1. Wearing a mask
  2. Washing your hands
  3. Sanitizing surfaces frequently

To accommodate pandemic regulations, implement these safety strategies, and ease customer concerns, retailers have adapted to provide an environment where customers can safely fulfill their holiday shopping needs, and enjoy a little holiday cheer in the process.

Communicating safety protocols

For a majority of consumers, getting the best price is still the number one factor when choosing where to shop, but in an October survey by the International Council of Shopping Centers, 36% of consumers said that safety was now their number one reason for choosing one retailer over another. In another recent survey by Deloitte, 48% of shoppers preferred to shop in stores located outside of malls, but they would be encouraged to shop at malls with stringent safety precautions in place.

Health and safety have become a selling point during the COVID-19 pandemic, and according to the NRF, 65% of retailers had plans to increase safety protocols especially for holiday shopping. Transparent, well-communicated safety efforts on the part of shopping centers, malls, and individual retailers can help build trust with customers well before they set foot inside.

Simplifying the shopping process

Despite encouragement from online and physical retailers for consumers to shop early this holiday season, it appears that a majority of shoppers are still making most of their purchases in the first three weeks of December. For that last holiday push, retailers have made changes to their stores to help move customers through their sales journeys more efficiently, deviating from the standard practice of trying to boost sales by increasing customers’ time spent in-store.

Some retailers have moved popular gift items, like pajamas, socks and scarves, closer to the front entrance and less popular products further back so that people can find what they’re looking for more quickly. Others, like Carter’s, have simplified sales pricing to show the exact price instead of a percentage markdown to make it easier to stay on budget.

Off-brand retailers, like Ross and Nordstrom Rack, which rely on a ‘treasure-hunting’ style of shopping, are using transparent bins and giving online previews of merchandise to make it easier quicker for customers to find what they’re looking for.

Offering omnichannel services and pricing so that customers have flexible options for on- and offline purchases, delivery, curbside or in-store pickup in addition to in-person shopping is creating a smoother, less panicked holiday shopping experience for sales associates and consumers alike.

Managing capacity with virtual waitlists

Virtual waitlists let customers add their name to an online queue in order to avoid lineups, in-store crowds and over-burdened sales associates.

Large retailers like Best Buy, Lululemon, and Target, as well as smaller boutiques and independent retailers, have embraced the service to avoid lineups and overcrowding, letting shoppers check online for lineups and also encouraging shoppers to visit other stores while they wait to be notified for their turn to enter.

Customers Have Changed

Holiday shoppers want to know what to expect and what is expected of them during their visit, such as whether there are mask requirements and temperature checks, how physical distancing and store capacity will be managed, and whether there are contactless payment options. They also want to know that you care about their safety. According to research completed by Tamara Charm, Becca Coggins, Kelsey Robinson, and Jamie Wilkie from Mckinsey.com “US consumers have already started to change their behavior in response to hygiene concerns. Technologies that enhance hygiene, particularly contactless activities such as food and grocery delivery and curbside pickup, are taking off. There is strong intent to continue contactless activities across the United States”. Predicting that consumer behaviors will be changed for the long term.

Klēn provides a unique, AI-driven platform that helps retailers reassure customers by highlighting their adherence to CDC recommendations and compliance with all local, state and industry regulations regarding COVID-19. The Klēn app also lets customers provide feedback directly to the retailer about their experiences, expectations, and suggestions while they are physically at the location so that businesses can efficiently address any health and safety concerns.



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