The pandemic, along with government measures, has been here for a year and in that time has turned our lives upside down. Change and challenges have become the new norm. What has the pandemic revealed about customers? How has business changed in the past year? What has happened to work routines? And how to learn from it all and make the most of it? At Slevomat, for example, we have had to continuously adjust our offer and voucher validity throughout the year, both for stays and experiences, and our range of goods and services has completely changed. That's why we've put together a few tips that have worked well for us over the past year.
Changing times = changing customers
Planning seems to have disappeared off the face of the earth. And it's most evident in our customers. Consumer behaviour over the past year can be described in one word – impulsive. Planned holidays have turned into last minute stays. On Slevomat, sales of stays the day before departure have increased by hundreds of percent, whereas previously accommodation bookings were mostly made months in advance. In addition, customers are much more sensitive to any bad or, on the contrary, good news. So sales can rise, but also fall by tens or hundreds of percent from one day to the next. The first tip is therefore all about active communication: do not hesitate to keep customers informed about changes, purchase security and so on. Make use of all communication channels. Not sure what to do or not sure about social media? Good tips and recommendations can be found here.
Convenience and solidarity
Online sales are growing faster than ever before. According to APEK, Czech e‑commerce jumped 25% last year and people spent CZK 196 billion on e‑shops. Food and merchandise were among the most sought-after categories. It is also true that customers are in solidarity and support the affected gastro segment or local tradesmen and entrepreneurs. For example, sales of original Czech goods increased by 40%.
If you haven't yet written down your unique selling points (USPs), be sure to think about them. Often they are the deciding factor for your clients to make a purchase. This is the list of USPs we have on Slevomat. We know that these are exactly the values our customers are looking for.
We are committed to online communication
This is also related to the fact that even if a business has limited options, the customer should still come first. At a time when they often can't come to you in person, quality online care is crucial. How do you compare to your competitors? If you have time, look elsewhere for inspiration on how they take care of customers. Check the functionality of your communication channels. Be closer tothe customer , communicate and find out what they want and need.
If you save, you get three for three, but you also miss the train.
Independent surveys show that 91% of Czechs over 16 are currently on Facebook, and for the over-25 generation, Facebook even leads Instagram. What's more, on average, Czechs spend 143 minutes a day on the world's largest social network. Meet them and interact with them on social media, focusing more on content and individual messages. Our marketing department monitors trends (not only) on social networks and then we react to them – whether in terms of content, for example, when creating campaigns in the spirit of governmental changes, or when budgeting for online advertising. On our website and in the magazine, we don't forget about SEO or creating non-profit content that helps attract and often keep customers active. Because you don't cut corners to grow. You need to start reaching out to customers ahead of time, not when they start to loosen up. How prepared are you for opening and loosening in your business? Do you have a plan in place for a smooth and brisk rollout?
Be flexible with partners and suppliers
Awareness and communication is not only important towards customers. Stay in continuous contact with business partners and suppliers. We also try to respond to changing demand and constraints with new offers or voucher extensions. Do not hesitate to look for a solution to the situation, because the customer will not wait. What was previously unthinkable can easily become the norm or even a hit (who would have thought at the beginning of last year that even the most famous restaurants would issue lunches through the window?).
At Slevomat, we think about our partners and have been holding webinars for them for almost a year now, in which we reveal our know-how. Is there any information that could be important for your suppliers or collaborating companies? Changes in positions, in the product range or anything that is important to them, be sure to communicate, it will strengthen the relationship.
Sharing is caring
Connecting with your employees is important, whether you're in the office, home office or have limited operations. Because your continued growth depends on them too. Take enough care to make them feel safe in the workplace. At Slevomat, we too make sure that we have sufficient dispersal, wear respirators and use disinfectants. Preventive testing is a matter of course. Stay in touch, either through online meetings or by communicating sufficiently about company events, plans and performance, on the platforms that employees are comfortable with and use most often (emails, social networks, via HR).
At Slevomat, for example, we discuss all the happenings in the company every month at the so-called Closing Meeting. Initially, it was an informal meeting of the whole company, where the management announced the results, introduced new employees and outlined the plans for the next month. Anyone was welcome to ask any questions and it was followed by a small party. Now these meetings have moved online. If you don't already have one, create a plan to quickly inform colleagues of any important changes. Some people like emails, others like Whatsapp or Facebook. Others prefer good old SMS. Agree which channel you will use together.
Don't have anything to plug into? Collaborate
Do you have to be closed or is your traffic very limited? Don't be afraid to collaborate, take inspiration from your competitors, look for synergies and new ways. Openness and collaboration can move you forward even in difficult times. And you can start with us, for example, we'll be happy to advise you.