The ten critical factors of success post COVID 19
By Massimo Scattarreggia
By Massimo Scattarreggia
How to successfully and successfully reactivate your business?
We live in a delicate post-pandemic situation characterized by extreme volatility both in the environment where we live and in the economy in which we operate.
We are at the mercy of SARS-CoV-2, the virus responsible for the disease COVID19. In the different geographical areas where the virus has rebounded, the reopening of business has stopped and in some cases the process of reactivating the economy has turned back. There are forecasts of new waves of COVID19 in the fall and next winter, in parallel with the spread caused by influenza viruses. Furthermore, there are prophecies of new pandemics in the medium term.
Once the toughest phase of health emergencies is over, we need to learn how to adapt our business correctly so as not to damage the reopening of activities at the local level and to continue operating in new ways during outbreaks. The consequences of not wanting to learn can be very serious. We will not emerge from the various crises caused by COVID19 before 2022 and until then it will not be all the same. Even later we will have to get used to a “new normal” if we want to be on the horizon of prosperity.
If you want to reactivate your business, you must understand what are the critical factors for a successful reopening of your activity. In this analysis I analyze ten elements:
- The identification and implementation of the best hygiene and disinfection protocols according to the type of activity to be carried out at the reopening and for the subsequent maintenance of the premises. A secure environment must be created to gain customer trust and to revive traffic to points of sale.
- The review of all processes in order to maintain social distancing (a concept that goes beyond physical distance) and minimize contact points at the level of all the primary functionalities of the business: appointments or reservations, waiting, access, reception, circulation, interaction with products or services, orders, payments and deliveries.
- The reconceptualization of the space in which we operate and its centrality in our business model. You have to know how to optimize, zonify and adapt commercial spaces to new processes. You have to learn to sell outside the finite dimension of stores.
- The redesign of the space, brand, shopping experience and customer engagement. In the era of e-commerce, in-store traffic is fueled by a memorable experience that comes from the sets, rituals, and activities that are organized. However, the implementation of experiential retail is a real challenge when social distancing measures are being implemented at the same time.
- The integration of technology to help the implementation of new contactless processes and to maximize the experience and engagement in store. The digitization process of our business must be accelerated both for management and training (internal dimension) and to create new advisory and sales platforms (external dimension).
- The redefinition of both internal and external communication. Templates and signage must be prepared; be ready to manage crisis situations and redesign staff activities and protocols.
- Marketing initiatives. Actions that can reactivate the business must be carefully and carefully selected, because in emergency situations resources are limited. Develop community activism and connect with the neighborhood and the city. Redirect our storytelling. Create new revenue streams that complement and enhance our primary activity.
- Simplifying operation, optimizing and shrinking space, reducing inventory and SKUs. A strategic partnership must be created with the suppliers of products and services.
- The creation of a safe working environment to be able to recruit or keep the best collaborators. New protocols must be implemented for staff, especially in relation to illnesses. Create multifunctional profiles and eventually share collaborators.
- Reduction of expenses, labor adjustments, cash management and generation of new sources of income. It is important to redefine the strategy of both survival and expansion and to seek new forms of differentiation based on creative innovation.
To deepen and materialize these ten critical success factors and learn how to implement them in different sectors, from restaurants and bars to traditional commercial spaces, I recommend you enroll in my Design for Social Distancing online courses at Design for Social Distancing en www.msacademy.pro
- Course for Restaurants and Bars post COVID 19
- Course for Commercial Space post COVID 19
Article initially published in “MUNDOFRANQUICIA DIGITAL”