I was working with a small chain of coffee houses on the West Coast the morning of 9/11. As the towers fell I was the confused, scared and riveted to the cable news channels. What was next? What did they know? When could we return to normal?
Reports were surfacing that all Starbucks were closing. I called the founder of the company who, due to a home remodel had been at his sister-in-laws without a TV. We decided we had to keep the stores open, people would want to talk. Could the employees bring in TVs? No.
I hesitated writing a blog about gulf coast retailers when the disaster hasn't officially landed, but was approached for comment yesterday about what could businesses do to return to normal. My list is short:
1- DON'T put your TV in the shop, office or waiting room so everyone is reminded of the problem. If people are in your shop, they are interested in shopping.
2- DO offer your location as a collection point for local volunteers, updated information for how to help, or use your FB account to spread the word. You could also provide trash bags, buckets, brooms, sponges, rags, and so forth.
3- DO donate water or food to volunteers. Just see where they are working, order some food and bring it down, stay long enough to clean it all up too - they don't need any more work.
4- Yes, you and your crew can help cleanup if that is appropriate, even wearing logo shirts but don't do a press release. It isn't about "look at how noble we are" as much as being good neighbors. Watch how BP handles this one -ads or action.
5- Rally the spirit of hope and talk about that with other merchants and customers. Don't be Pollyanna, but whatever you do don't run around talking about how the shrimp industry is going to die or worse. No one shops with nervous Nellie rattling the cage.
Bad things will always affect us. I remember when Ronald Reagan got shot in the 80's, the mall was virtually dead where I worked - but there were shoppers. We told the few who came in we had a "Reagan got shot sale." Black humor to be sure but shopping is supposed to be fun, not work, not reality, and not a downer. Don't add to the fear but work to making your community better.
What tips would you have for retailers in the gulf?