At a time of unprecedented uncertainty, the importance of clear and consistent messaging has never been more in focus. The nation has been tuned to news broadcasts and to the daily Government news conferences, not least the address last night from the Prime Minister which outlined strict stay at home measures that came into force as of midnight last night.
One of the stipulations was for all retailers of non-essential products or services to close with immediate effect, although some appear to think this was ambiguous and left room for interpretation. Whilst the emphasis was placed on food and medicine, the line became blurred when shops such as bicycle retailers were excluded from the closures.
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As a result, some shops have taken it upon themselves to stay open, obviously thinking themselves beyond the measures introduced by the Government. Sports Direct, for instance, were said to have told their staff to come in this morning as normal – believing their shops to be providing the public with an important service – to much disdain, and as a result of the public response, they have revised their decision and announced all their stores will indeed be closed.
To this end, there is a lot to be said for the
power of public opinion. Those retailers seen to be making their own rules will
not fare well in the eyes of the majority of consumers. The UK lockdown
measures that have been introduced are in direct response to the crowded shops
and pubs and public spaces witnessed over the weekend, so any organisation that
is not in support of Government guidelines is risking their reputation. It is
as if they consider themselves as beyond reproach. Brands have to work hard to
build their customer base and the most successful do so by gaining our trust
and demonstrating integrity, and both these factors are at stake when retailers
decide how to react in this challenging times.
There are many examples of good communications from big
retailer chains; some having closed their doors in the past few days on their
own terms and others regularly updating the public via their social feeds and
direct emailing with messages from CEOs, to help reassure the uncertain shopper
and in a bid to retain our purchase loyalty. Consumer memories are not short
and those shops that do not fall into line with Government restrictions will
find fewer customers get in line to buy from them again in the future.
