This episode provides critical insights for retailers on effectively communicating potentially contentious safety policies, using face covering mandates as a case study. Learn how to craft messaging that resonates with customers, address pushback, and build trust to ensure compliance and maintain a positive brand image during challenging times. The principles discussed are applicable to various crisis communication scenarios beyond public health.
Key takeaways
Frame safety policies by emphasizing their benefit to the community and shared responsibility, rather than just compliance, to increase customer buy-in.
Identify and tailor messaging based on different customer segments to address varied concerns and improve acceptance of new policies.
Develop clear de-escalation techniques and strategies for addressing customer pushback and resistance to maintain a positive retail environment.
Ensure consistent communication of policies across all retail touchpoints, from in-store signage to digital channels, to build trust and avoid confusion.
Leverage media strategy and public relations principles to effectively convey public health directives and manage public perception during crisis situations.
SKDKnickerbocker consultant and media strategist Bill Knapp describes how the issue of requiring face coverings became a contentious one and shares what messaging resonates best when communicating safety policies with customers. Learn more at retailgetsreal.com.
What does this episode say about retail & omnichannel?
Frame safety policies by emphasizing their benefit to the community and shared responsibility, rather than just compliance, to increase customer buy-in.
What does this episode say about brand & content?
Identify and tailor messaging based on different customer segments to address varied concerns and improve acceptance of new policies.
What does this episode say about founder & leadership?
Develop clear de-escalation techniques and strategies for addressing customer pushback and resistance to maintain a positive retail environment.
What does this episode say about retail & omnichannel?
Ensure consistent communication of policies across all retail touchpoints, from in-store signage to digital channels, to build trust and avoid confusion.
What does this episode say about retail & omnichannel?
Leverage media strategy and public relations principles to effectively convey public health directives and manage public perception during crisis situations.
