Making Retail Work

COVID-19 has dealt a big blow to businesses across the province. While some services have been open throughout the pandemic, others closed temporarily. And then there were a few who closed only their physical retail spaces but continued to do business in other ways.

Closed doors, but still open

James Watson, owner of Curious Comics, closed his stores in Victoria, Langford and Nanaimo on March 25. “I didn’t want my staff to have to work and maybe get sick,” he says. But James’s challenge was clear: he had to keep money coming in and keep his loyal customers happy.

Retailers with established web stores prior to the pandemic could point customers there. But this wasn’t a feasible option for a small retailer like Curious Comics. He explains, “I had to update our website and post almost daily to Facebook and Instagram about the services we offered.” Because Curious Comics didn’t have their product online, James took photos at all three locations to show customers what items he had available. He took payments by phone and online through PayPal, e-transfer and credit card, then delivered or mailed each purchase out.

Kinks in the supply chain

Retailers like James rely on a steady stream of new product. His most loyal customers come in week after week seeking out the latest releases. And he wanted, as much as possible, to continue to provide them with this service, especially at a time when small comforts were important.

Unfortunately, the pandemic disrupted the distribution of all kinds of goods, and James’s weekly deliveries of new comics were no exception. Luckily, the shop’s other products suddenly gained new popularity. “Our store[s] had many items people seemed to want during the lockdown, such as puzzles, games and graphic novels,” he says. His regular customers also supported the shop by buying gift certificates to use once regular inventory was back.

Opening the doors with care

For all retailers, COVID-19 has meant that “business as usual” just isn’t an option anymore. Sales have been impacted as people spend more time at home. And shops have needed to strike a balance between welcoming customers in person and keeping everyone safe and comfortable.

Like retailers across the province, James had a lot of work to do before reopening this summer. He installed barriers at the counters, stocked up on cleaning supplies and sanitizer, encouraged mask wearing and set limits on the number of people in the stores. Many retailers modified their actual spaces to safely accommodate customers. Adjustments such as adding directional arrows, reconfiguring aisles and extending outdoor patios have become commonplace.

Businesses had to react quickly in order to comply with government health and safety requirements. “Along with limiting the store’s capacity, our first step was acquiring Plexiglass™ shields for the [registers],” explains David Alvarez, Cook St. Liquor general manager. “Putting up the WorkSafeBC posters on the entrance of the business was also required. In the early stages, we remained open with regular hours of operation while we rigorously wiped and cleaned handles, registers and high-traffic surfaces.”

Take-out, delivery and online: the new normal

For Cook St. Liquor, regular communication via its customer mailing list has been crucial in conveying the changes and options available. “We sent newsletters…promoting free local delivery—with drivers who were following distancing protocol and health standards—and eventually we launched our online store to compensate for those who were self-isolating,” David says.

Discovering the upside

Although the numerous changes made by retail stores had to be done to comply with health and safety measures, many businesses have noticed several benefits as a result. While certain industries have seen an uptick in revenues, others have been given the push they needed to venture into online sales.

“Ultimately, sales have gained momentum since the start of the pandemic,” says David. “It’s safe to say that the diversification of service, with expanding delivery, taking our inventory online and maintaining regular hours of operation…has been a big part of that. I believe we would have invested in an online store [eventually], but the timing couldn’t have been better.”