Jeweller - April 2020

STRATEGY FEATURE | Coronavirus Survival Guide
MARKETING STRATEGIES
COMMUNICATING
WITH CUSTOMERS
Even a hibernating business needs to keep the channels of
communication open with customers via text messaging,
social media and email.
Shane O’Neill, vice-president Fruchtman Marketing, says
the current social distancing policies are an opportunity to
build a “personal relationship” with customers. “It’s not
about selling, it’s not about showing jewellery, it’s about
community and unity,” he explains.
Emili Vesilind, senior editor of JCK Online agrees that
the ‘human touch’ is essential. “Your company is made
up of people, including you, who are struggling with and
acclimating to the current environment in the same ways
so many of us are. Make them main characters in your
communications,” she advises.
While many people are delaying jewellery purchases until the
future is more certain, O’Neill says businesses can continue
to build “brand equity” by continuing to invest in marketing.
“A lot of retailers are backing off their marketing and some
are stopping their marketing completely, dead in the water,
waiting for things to clear up. People who continue marketing
and change their message are better positioned when this
ends,” he says.
However, Vesilind advises jewellers to think carefully about
the tone of their social media posts, cautioning against a
‘business as usual’ approach.
“Eye-candy posts provide a much-needed escape – which we
all need right now – and promote your [brands]. But resist
pairing those product shots with easy-breezy captions,” she
says, adding, “Copy that’s not warm, empathetic, and free of
hyperbole and ‘sales speak’ feels painfully tone-deaf now.”
O’Neill agrees that retailers should not focus on sales in their
posts, and should invest more money into paid social media
advertising to ensure their posts are widely seen.
“How can you engage with the community around you, with
paid posts, that aren’t sales-y? That’s not an easy thing to do,
but you can be creative,” he says.
Looking further ahead, retailers should consider how
consumer behaviour will change over the next six months
and when customers will be ready to shop again.
Michael Tutek, CEO of online sales platform Preezie and
Inside Retail contributor, advises retailers to think about their
customers “on a deeper level than ever before”.
“How do they shop? Why do they buy your product? How
does your product integrate with their lives?” he asks.
“How can you improve and tailor your user experience
to suit the current market?”
Vesilind also sees an opportunity to emphasise charitable
partnerships and donations that are relevant to the crisis,
which incentivises customers to shop with you.
CUSTOMER SERVICE
8 Tips to Keep
Shoppers Safe
1. Switch to an
appointment-only
or e-commerce
model. Permitting
insurance, staff could
be reassigned to a
fulfilment role rather
than in-person sales.
2. Implement cashless
payment and switch to
‘tap-and-go’ cards only.
3. Taking appointments?
Confirm that customers
are not experiencing
flu-like symptoms.
During the appointment,
maintain proper
hygiene and distancing
protocols.
4. Communicate your
cleaning practices
with customers in
person and through
your enewsletter and
catalogues.
5. Limit physical
contact from staff and
ensure hand sanitiser is
available if customers
wish to try on products,
and immediately
disinfect afterwards.
6. Advise staff to
maintain at least 1.5m
distance between
customers.
7. Your existing security
practices like buzzing
in customers one or
two at a time can limit
the spread of the illness
from one customer
to another.
8. Keep your customers
notified of delays on
their special orders,
and changes to store
opening hours. Use
social media, text
messaging, phone
calls and email to
keep communication
channels open, and
direct customers to
your online store.
It’s also strongly suggested that jewellers look into
installing remote surveillance systems where they can
monitor live store security camera footage from home.
Managing staff
The NSW and Victorian governments directed nonessential
businesses, including most retailers, to
close from Tuesday 24 March.
However, at the time of publication, retail stores
including those within shopping centres were allowed
to remain open if they were able to provide space of
4 square-metres per person.
Business owners should communicate clearly and
frequently with employees, keeping them up to date
with any developments or changes to operating hours
and procedures, and supply them with the appropriate
protection equipment.
“Rather than stress our teams or push them harder to
meet slipping sales targets, we need to prioritise looking
after them. They are our number-one priority,” advises
retail consultant Nathan Bush.
There is no specific legal guidance on when an employer
should direct an employee to stay away from their place of
work, and retail sales staff are not able to work from home.
However, staggered shifts can be implemented to prevent
close contact between staff members.
Employees have a duty to take care of their own health
and safety and not to endanger others.
If any employees become unwell, they should notify
management immediately, contact their health provider
and not attend work. The symptoms indicating possible
COVID-19 infection are fever, coughing, sore throat, fatigue,
and shortness of breath.
Full and part-time employees who cannot come to work
due to a coronavirus diagnosis can take paid sick leave;
casual employees are not entitled to paid sick leave or annual
leave, but can claim the Centrelink Sickness Allowance with
no waiting period under new government rules.
Full and part-time employees caring for a family member
with COVID–19 or another unexpected emergency, are
entitled to paid carer’s leave. Casual employees are
entitled to 2 days of unpaid carer’s leave per occasion.
Managers can request evidence of illness, such as a
medical certificate or statutory declaration.
Employers cannot compel employees to take sick leave
or carer’s leave, but they can direct sick employees to
receive medical clearance before returning to work. The
Fair Work Act protects employees from being dismissed
due to a temporary absence for illness.
Some employees may be at higher risk of contracting
the virus, including those who are immunocompromised or
with underlying health conditions. These employees should
seek advice from their healthcare provider over the specific
precautions necessary.
24 | April 2020