Ramifications of Retailers Reopening | Loyalty360 Member Perspective – Part II

This is the second article in our series on retailers reopening and effects of COVID-19. You can read the first part here.

In the first articles in our series, we wrote about how some retailers and malls across the country are beginning to plan or slowing reopening some locations. One brand specifically mentioned was Simon Property Group, the biggest mall operator in the country. According to an article in the Wall Street Journal, the Indiana-based company has had to slash plans to open as many malls as it would have liked in Indiana and New York.
 
"It's a time like this when a brand's investment in building customer loyalty is most critical,” Jon Siegal, SVP of Global Loyalty at Cheetah Digital, said. “Our clients are seeing their most loyal customers move to digital channels during closures and we expect they will be the first ones to come back into stores when open.  The strong digital connections enabled by their loyalty program will be important for brands to communicate store openings, special procedures, and any kind of incentive to motivate visits."
 
In Indiana, the postponement has meant instead of opening four malls the first weekend of May as it had planned, Simon Property Group moved that to Saturday, May 16. The governor has relaxed the stay-at-home order, but Marion and Monroe Counties extended their orders until May 15.
 
According to the same WSJ article above, New York lawmakers were surprised the mall operator started advertising its malls would open in the state May 16, which is the day after the executive stay-at-home order ends. The operator then said after that those New York listings were a mistake and it would comply with state and local directives. New York officials said the pace of reopening is a formula based on hospitalization rates.
 
One company that has seen demand for its service skyrocket is Aftermath Services LLC, a company that would typically clean up someone’s home after a suicide or unattended death. This brand has seen its service now be attached to cleaning retail stores, offices, chain restaurants, and gyms. According to the Wall Street Journal, the company has done around 500 jobs since late February, which has put a strain on them.
 
The reason for this spike is obvious, not only with retail stores needing to stay clean with customers coming in to stores but for when some places reopen as well.
 
Another service has seen its demand rise as well, Kellermeyer Bergensons Services. This brand works with Target, Marriott, Amazon, among others. It has done more than 120,000 acute coronavirus responses, which is when the service gets an emergency request to disinfect after a known or suspected case in a facility.
 
Retailers reopening may have wide-ranging effects that might not even be seen for months. Companies that are hired to clean are doing more work than ever and retail stores might not see turnout return to normal for a while. Brands need to be cautious and smart in how they are responding to this pandemic in terms of opening and how customers may respond to that.
 
 

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