This past year has certainly been challenging for brick-and-mortar locations, to say the least. However, as things open up here and there around the country, customers are still looking to retailers that they know and trust.

Online retail—unless it is part of your own store’s strategy—can be difficult to compete against, unless you’ve already established yourself as a destination and have built lasting positive relationships with your customers. So, I think that even though we are in a period of extreme upheaval that has set the clock back economically about 25 years, there are still reasons that keep people coming back. Your expertise, familiarity, and overall relationship that you’ve developed with your customers and your community were never more precious than they are now.

To survive and thrive during this time means that the basic intelligence of retail is important. That said, here are major points to keep in mind to help guarantee store success in the face of online sales.

Maintain a Clean, Safe, Welcoming Store

This is the most obvious and important point. A store must be, from the moment a shopper enters, a welcoming, friendly and interesting space. With COVID-19 restrictions now in place, it must also be a safe space. It may be necessary to direct customers with skillfully placed and fully visible arrows for one-way traffic down aisles, and certainly for the check-out area. It’s going to take some getting used to, but ultimately, anything you do now in the midst of all of this is going to help people feel more comfortable. Additionally—and I’ve mentioned this before—it’s important to try and see your store from a customer’s perspective. Try to note what would draw you in, help you explore the store, keep you interested, and make you feel like you’d want to discover more.

Allow your staff to create appealing end caps or special featured product sections that can help establish a “let’s see what’s this is about” sense to your store in the minds of your customers. Then, make that one of your social media posts to help generate more excitement about your promotions.

Of course, clear and attractive signage that draws customers toward your selection and points it out easily is all part of your normal creative marketing but is definitely a key strategy when some customers may want to find a product quickly rather than linger. Configuring your store with aisles that are roomy enough for accessibility to a diversity of shoppers indicates that you value all visitors to your store, as well.

Cultivate a Customer-focused Store Philosophy

I know that sounds very basic, because when we think about it, we know that the customer is our priority in any retail business. But how often does that essential idea get pushed out of our mindset when the day gets hectic or stressful? It is absolutely crucial that nobody on your staff becomes complacent regarding customers. After all, they are the ones signing your paycheck.

When you get walk-in customers, you’ve got to be willing to drop whatever else you’re doing and be there for them. This is always important, but especially now, when people are truly making a deliberate effort to visit your business. That means that the stresses that affect you personally can’t be allowed to get in the way of positive interactions. Your customer doesn’t care if your delivery truck was late, if your guest speaker for the evening cancelled, or if an assistant manager called in sick. Your customer’s experience needs to be as seamless as possible, whether you are having a perfect day or not. It’s key that your employees understand this, too. Because of their training, your staff should know that they have the freedom to take care of customers and not be criticized for taking time from stocking shelves or other routine business to go the extra mile. They need to know that they have the freedom and support from you and the managers to exercise some discernment about how to best help everyone who comes through your door.

Be Approachable, Knowledgeable and Sincere

Always be sincerely grateful when you engage customers who have made the special trip to get to your business. People can see through phony interactions, even if they appear to go along with them. Truly be ready to help, not just to make a one-time sale. I think that cultivating an attitude of service is essential in every endeavor, especially in brick-and-mortar retail. For anyone who loves working with customers, this can feel tough to do now that masks literally cover half of our faces and prevent us from seeing the non-verbal cues that we’re normally used to. Tone of voice and body language are more critical than ever—even from a social distance.

One way to cultivate approachability in your staff is to encourage them to play to their interests and strengths. While being a generalist about natural health is a must for every employee, it is also common for each person to have their own areas of expertise. That can easily work to your customers’—and your store’s—benefit.

For example, if a member of your staff knows benefits of protein powders and eagerly tries the varieties you carry, they are exactly the person to take on customer questions about flavor, amino acid content and whether concentrate or isolate forms are the best option.

Likewise, if someone on your staff is a superstar when it comes to adaptogens and energy, he or she can chat with customers at the store who have a special interest in this. Encouraging your staff to deepen their knowledge base about specific health topics is another way to deepen personal connections with customers now, which will pay dividends when this particular pandemic crisis is resolved.

Offer Curbside Pickup and Tell People About it

Curbside pickup has become a major part of the “new normal” in the retail world. Fold this into your usual, exceptional customer service. Make sure you promote the option in every advertising outlet you use, including—and especially social media posts and the general information that comes up about your store on a Google search.

Update Your Social Media Presence Often

While it might seem odd to talk about updating the online aspect of your business when you want to encourage in-person sales, it is crucial. First, you’ll want to let your customers know about everything new that’s happening in your store—seasonal promos, new products, general health information—but you’ll also want to reassure them about your COVID-19 store procedures and simply let them know that you’re open for business. Most people go to their smartphones first when they want to look up a business, so it’s important to update posts consistently.

Your Store Can Thrive in an Era of Online Sales

One final note: you have many potential advantages over online retail, and these are some final points to keep in mind:

• Guarantees: You can, and should, back all of your products with a money-back guarantee; something that is not possible in most cases with online stores.

• Immediate service: At your brick-and-mortar store, your customers don’t have to wait for products. They can get their questions answered right away, and you can work with your vendors for a generous return policy so that everyone is satisfied with their experience.

• Go the extra mile: Keep your customers happy by matching online discounts and have your own online branch of your store that can ship products to out-of-town customers and a delivery service for those who live close by.

This period is going to take some getting used to, but these challenges are not insurmountable. Your store and your personal touch offer something that customers can’t get from an online experience. Even in the midst of this pandemic, your store can remain a destination for your loyal customers and build your reputation to attract new customers. In fact, it’s quite possible that your business will be busier than ever once we get through this time. The journey may be rocky, but the destination will be worth it. VR

A highly regarded leader in the natural products industry, Terry Lemerond is founder and president of EuroPharma, Inc. He also founded Enzymatic Therapy, Inc. and PhytoPharmica, Inc. and is currently co-owner of the Terry Naturally Health Food Store in Green Bay, WI, which recently won its sixth consecutive consumer choice award as “Best of the Bay.” With more than 40 years in the natural products industry, Lemerond has researched and developed more than 400 nutritional and botanical formulations that continue to be top-selling products in the market. Lemerond shares his wealth of experience and knowledge in health and nutrition through his educational programs, including the Terry Talks Nutrition website, newsletters, podcasts, webinars and personal speaking engagements. He is the author of two books: Seven Keys to Vibrant Health and the recently updated Seven Keys to Unlimited Personal Achievement.