Businesses reopening must redesign services to reduce human contact to encourage visits

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 13, 2020, 7:36 AM UTC

Establish grid layouts and accessible guidelines instead of free-flow layouts to reduce safety hazards.

This article suggests businesses preparing to reopen must plan to redesign their physical-location experiences to address customer fears amid COVID-19. Communicate clearly and provide multisensory indicators of safety like visible clear surfaces and dispersed crowds to build consumer trust.

Redesign operations and services by creating reserved hours for at-risk populations, curbside pickups, and shields between customers and staff to lessen human contact as much as possible. Brands should reorganise the physical layouts and signage of stores to create clear pathways for consumers.

Employing contactless product exploration and purchase technologies can also help businesses decrease consumer reliance on employees. Experiences such as in-app aisle navigation aids and augmented-reality overlay allow companies to reduce human contact.

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