Do you run a brick-and-mortar business? You now have two options. Either you lie down on the tracks and wait for the train, or you roll up your sleeves and survive. This article is for the latter. In it, we'll talk about transforming your business from offline to online, but not only that. Who has a chance? Who has already done it or is trying? And can it be done for free?
First, a good word
First of all, it's worth realizing that March was a dramatic month for only a few industries, such as restaurants and hotels. Services also began to slow down significantly, but the first two weeks of the month allowed for a slight cushioning of the financial result for the entire month. However, there were many industries in our online garden that actually soared, impacting the overall picture enough to relatively even out the results of all campaigns.
The worst was in the days following the announcement of the school closures. However, the situation stabilized afterward, and you can find a full picture and a cross-section of individual industries in this post.
Before emotionally deciding to limit or suspend expenses, online businesses should first consider whether it makes sense. In many cases, irrational decisions can result in wasted income opportunities. In other cases, savings opportunities may arise. All of this requires in-depth analysis and its integration with the overall economic context. Before making a decision, think twice and consult with your agency or freelancer.
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Offline to Online – who can't
Undoubtedly, each business should be treated individually. For all companies that, for various reasons, cannot transition online, we recommend creating various donations, vouchers, and coupons that can be redeemed at a later date. It's difficult to predict how the situation will develop at this time, but it's reasonable to assume that in the coming months, there will be less money on the market, and the willingness to spend it may also be lower. Therefore, if you're a hairdresser, photographer, sell accommodations, or undertake other activities that need to be postponed, then launch a "delayed" sales option today. The later you do this, the less customers will be able to spend.
Moreover, if your business is stagnant, you can successfully use this time to strengthen your skills in areas such as online advertising. Once the dust settles – and it will – the competition will be fierce. Therefore, it's worth investing in tools and additional skills today, which will pay off later. You'll find good things, for example, in our free webinars HERE.
Transformation from offline to online – who can
Fortunately, there are plenty of businesses on the market that can, at least partially, transition online. Here are a few real-life examples:
Small DIY/home and garden store.
This industry is currently doing very well online. If you don't have an online store, you can try your hand at Allegro with virtually no upfront costs. Of course, the competition there is fierce, but you also have the option of using the Allegro Ads system. These are internal ads that you pay for only after someone clicks on your offer. This is very fair and will allow you to attract (with proper design) significant traffic.
Of course, Allegro also charges a commission and sales should be carefully calculated, especially taking into account services that users like, such as Allegro smart.
Poles, taking advantage of the "opportunity," have embarked on small and large renovations in their homes. Thanks to the favorable weather, they've also decided to refresh their gardens. Everything from flower pots to tulip bulbs is currently selling very well.
Small industrial shop
The market is full of brick-and-mortar and small industrial stores selling chemicals, as well as individual items from heavier categories. These stores should immediately leverage their supplier databases and expand their operations online. At Verseo, we've seen a significant increase in searches and purchases for products like glove dispensers, generators, and portable freezers. Selling even a few dozen of these products will help these small stores survive the most challenging times.
Gastro
Are you currently running a restaurant without customers? Many such businesses have quickly overcome this problem by turning waiters into… drivers. 🙂 If you don't want to use aggregators like Pyszne.pl or Uber Eats, you can also create a simple promotion and sponsored post on Facebook that informs about the offer and encourages takeout orders. Believe me – if customers enjoy your food, they will happily take advantage of your delivery service. 🙂
Trainings
Companies that previously only offered offline training have mushroomed online. Many freelancers and service providers have also joined this trend – even hairdressers and makeup artists. They can all share their knowledge online. The success of this sector is also driven by the fact that everyone, stuck at home, is looking for new ideas not only to survive difficult times but also to emerge stronger. This makes it a great time to improve your skills, especially since online courses are usually cheaper and often available on demand, meaning when you need them. 🙂
The same applies to language schools.
From online to… online
However, it's not just offline businesses that have been hit hard. Some online stores have also seen significant declines due to their product range. In such cases, it's worth considering introducing new products that are selling well and are somehow related to your business.
Not everyone is happy about this, given the painstakingly built brand. After all, we build a brand based on specific products. It all depends on how severe the situation is for a given business. Branding is important, but if you're wondering whether your business will survive at all, it might be time to—at least temporarily—evolve your product range.
Okay, so what should you focus on? Stackline has prepared a great infographic, so we won't reinvent the wheel:
You can find the full article on this topic here.
From the specific to the general
The above were specifics. If, after reading the above, you're still unsure what to do next, some general tips on how to respond to changes may be helpful. Remember, these should be considered as a sample, and only some may be relevant to your situation.
- Move from offline to online in various ways – choose the best promotion channel for you and do whatever you want – training in your field, a voucher, mobile delivery or quickly set up an online store.
- Analyze data – check what's selling, spot trends, learn to sew masks if you have no other choice.
- Copy the solutions of others that work. Instead of inventing innovative and incredibly creative processes, you can leverage what already works. In the short term, it's simply worth it.
- Try moving your employees online. If they're already at home and their work efficiency is declining, it's worth creating a mini-incentive program for them to promote your company or sell your products. They might just as well be caring for your company's image.
- If your employees are stuck at home and can't do much for the company or its clients, you can engage them in content creation. They can create content for your blog or website, they can expand existing content, they can respond to company reviews on various channels, and they can even temporarily take over various marketing channels like Facebook to keep your profiles active. This is where creativity comes into play. 🙂
That's it. We hope every business manages to weather this storm and return to the market strengthened. Good luck!
Summary
The above article covers the following topics:
- Summary of positive events in recent months
- Businesses and industries that can move online
