Noodle Theory: How to Reopen Retail and Bring Back People
How a Cafe in a Small German Town Changed Perceptions.
In the small German town of Schwerin on a warm spring day in May, as Germany is beginning to open up and come back to some semblance of normality, Cafe Rothe had just re-opened after months of closure, and they provided a handy way of keeping people safely apart while they had their coffee. The owner provided noodle hats. If you remember, pool noodles are the roughly 6 foot long, brightly colored foam tubes that kids play with. These were assembled in an x shape and fixed to hats and passed out to customers. With this simple gesture the cafe owner changed the perceptions of safety and uncertainty for customers. Yes, the hats look silly but they actually emphasize the proper distancing and make reengaging with people in public places unique, memorable and fun. By this simple gesture they have gotten international attention.
Dealing with uncertainty.
Consumer attitudes and aspirations have never been more uncertain with public spaces as we move through the pandemic. The entire world of restaurants and retail has been shut down globally because they are the most at-risk environments for people’s exposure to infection. People are insecure and want some sense of predictability and safety moving forward. However, this small German town created a whole new dynamic with a welcoming and creative twist to being safe with the noodle hats. Yes, we need to have rules and signs that encourage best practices in shopping and dining out. As we embrace going out and being safe why not be creative and have fun? Sometimes, it’s about breaking rules while we create new ones that create a connection to the brand.
Businesses need to be proactive and creative in establishing safety.
I think it is essential that businesses develop a clear series of protocols and strategies that let consumers know that they are thinking of their customer’s safety. These standards need to be activated with the brand in mind. Apple Stores are beginning to re-open and they’ve very carefully outlined how they will operate under the standards for keeping customers safe. This was done, by the way, by reviewing what other retailers have been doing and what good practices are, then implementing the standards in Apple’s style, with simplicity and a customer centric attitude. Because they let only a handful of customers in the store, it actually emphasizes the concierge approach to one-on-one sales Apple has established.
Finding out what customers think, what they want, does two things – it lets them know you care and it gives you a strategy to bring them back
As in with all their high-end tech products and services, they take a classy and sophisticated approach to how the stores will work and function and how they engage with customers to build clarity and confidence in their relationship. Their approach, although serious, can do nothing but build confidence for their high-end products and customer care. But it’s important to remember every retailer and restauranteur is different and needs to create an approach that fits their brand’s meaning to their customers.
How brands can build value and trust as they re-open
1 – Engage through Social Media and Do a Survey
Most, if not all, retail businesses have an online presence through their website and social media. I know some retail businesses have been doing surveys with customers using their email lists, Facebook/Instagram and Twitter presence. I highly recommend doing a short survey. Ask about social distancing, outdoor seating, and food services, and, actually having stores sell outside. Doing a survey that leads with – We’d love you back, tell us how you’ll feel safe when we open. This would give you two things: a real sense of what people feel and think and secondly let customers you know you are thinking of them; this alone gives them a sense of security and trust.
2 – Establish Clear Safety Protocols – But Be Creative and Brand Centric
Use local guidelines to build your safety standards but think creatively in how you implement them from signage to distancing and masks. People remember what’s unique and fun along with what will make theme feel safe. Do something that reflects what’s unique about the company, the location or products.
3 – Stage a Pre-opening Event
Announce a welcoming event (and use the survey data that you’ve gotten along with the city and state guidelines to let people know what you will be doing. Get the city to shut down the street to traffic and allow stores to come out onto the street, have lots of distancing and clear protocols for people.
4 – Bring Retail to the Street, Especially Foodservice
Everything outside, the street closed the first week, or more. I think everything from retail sales to food service could be out on the street with the sidewalk and maybe the street monitored for adherence to protocols.
5 – Creatively Post Clear Guidelines and Rules
Post clear protocols on your website about store practices as you move towards opening. I’ve been following what’s going on in Charlotte, South Carolina and how stores are managing people, cleaning and space and I think many of the shopping areas are doing this right.
6 -Test the Water By Doing Limited Hours
I would experiment with limited hours and days to be open and see how things work for everyone and how you can build trust moving forward.
7 – Let Customers Know of Future promotions that Welcome Them Back
Use your website and mobile apps to digitally connect with customers letting them now hours, protocols and what you are doing for them. Really take advantage of online right now since that’s where people are. You can get attention and get people, customers to see what your plans are, what’s being offered, and when you will open. Come up with creative ideas like your favorite mask competition.
Do a short video after you open thanking people for staying safe and feature staff saying we’re back. Simple, promotional, energetic, and emotional. This can be amplified through social media.
8 – Get Press and Interviews Featuring Your Creative Reopening Ideas
Send out press releases on your reopening events and plans and coordinate with other businesses if possible. Once your plan is in place push for media coverage around the pre-opening and future events. Use a creative strategy like noodle hats, colorful masks available for customers, sidewalk safety circles done brightly in chalk. These will give the media something to feature and build your social media awareness.
Just think, a tiny cafe in a small German town received global coverage for something fun and silly like noodle hats. What could other businesses do that could reflect their brand and is creative and welcoming as they begin to safely welcome customers?
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