Even with the series of lockdowns, frozen dessert and ice cream shops not only survived the pandemic, but they thrived during it. We can't deny that 2020 was a challenging year and it heightened the importance of marketing in any business. Now that things are slowly getting back to normal, learn more tips on how to market your ice cream shop or gelateria post COVID-19 lockdowns.
- Capitalize on the Family Experience.
Because of the pandemic, families got closer. People were forced to stay together at home because of closures in schools, sports, work, and other activities. With fewer outlets for family recreation, leisure, and fun, this is something you can take advantage of. Position your business as a family environment and make going to the store the habitual outing for all. You can also provide gelato or ice cream in to-go containers, provide novelty items, family packs, and other menu items that they can only get at your store.
- Maintain Sanitary Guidelines and Procedures.
Customers will appreciate the fact that you are taking the extra precaution for everybody’s safety. They will most likely come back because they feel safe in your store. Give importance even in the little details, like putting sanitation area in the store and offer sanitizers or alcohol in all corners. Keep the store sanitized and your customers safe and clean and do this consistently. It is important to be proactive in all we do.
- Focus on Operations.
This means taking into consideration the internal operations of the business, like the cash flow. If you realized you made a good amount of money last year, it is time to reinvest some of that money back into the business. This can mean upgrading to a higher capacity, more efficient frozen dessert machine, or even changing the aesthetics of the store. You need to take advantage of this to improve your store and operations. Remember, the goal is to refine and enhance your store operations so you can provide good and authentic customer experience. You also need to provide a better in-store experience for your customers because they will eventually become your loyal customers.
- Make it Easy.
This is an important step, making it easy for your customers to get your products and pay for your products. Take advantage of third-party carry-out and delivery services in your area. Customers nowadays are willing to pay more for the convenience of home delivery. Service fees may make you doubt this, but consider it as an investment. In the long run, you will be able to see how these delivery services generate income for your store since it is very convenient for customers to order something directly from these delivery apps. Also, cash purchases have been going down. Most consumers don’t carry cash anymore, so you need to be prepared to take plastic and have your mobile ordering apps set up and ready to go. You should make sure you satisfy your customers because this is your chance of turning them into loyal customers or hater.
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