Entrepreneurs discover the power of the Web
COVID -19 forced Edmonton-area retailers to adapt quickly and even small businesses found they could be competitive and reach local customers online, changes that will continue as health restrictions loosen.
Audreys Books co-owner Steve Budnarchuk closed his doors to customers after all but essential services were ordered to shut March 27, which required him to rethink how he would get books into the hands of readers.
“We started getting requests from people for alternative services like delivery and curbside pickup,” Budnarchuk said. “That immediately became the way we operated with the store closed. We will always continue the delivery service. That was very well received. There’s going to be people who are nervous about going out in public or going into small stores.”
During April and May, Budnarchuk said he and his staff were barely able to keep up with the mainly online orders, but they adjusted to the new demand.
Although Audreys is allowed to reopen, Budnarchuk plans to keep the doors closed until he’s sure he can keep staff and customers safe.
“We’re making the sales, we’re packaging, we’re delivering. We’re looking forward to being open again and having customers pick the books off (the shelves) and bring them to the cashier rather than having us (do it all).”
Most non-essential businesses were notable to re open until may 14, the start of Stage 1 of the provincial relaunch strategy.
Stage 2, which started June 12, allowed even more businesses to reopen as long as they followed public-health guidelines, such as physical distancing and providing personal protective equipment when necessary.
Karen Richert, co-owner of Magpies Collection and Playing For Keeps Toys and More in Leduc, said moving online was a challenge as she didn’t have much of a digital presence before the pandemic.
“You always think you have to compete with 30 international online stores and that’s just going to make us dead in the water,” Richert said. “What we’ve learned through all of this is that you can have an online presence and it can still be a local online presence. (The pandemic) opened our eyes to this other avenue.”
Magpies Collection specializes in selling products that are Canadian made, which includes handcrafted items from the area.
While the website was crucial for taking orders, Richert said social media was also important to get the word out to local customers. Her daughter, Chantal Aird, shared photos of new inventory on various platforms. Richert said having that online presence is going to be something she carries forward.
Ultimately, Richert said her businesses, which reopened May 14, wouldn’t have survived without the support of the community.
Edmonton Chamber of Commerce president Janet Riopel said businesses have learned some lessons during the pandemic, particularly around health policies and being adaptive.
“I think retailers are learning a lot about what their capabilities are. I am nothing but impressed with how quickly businesses have been able to pivot and react in order to meet our needs. Every day that a business can’t open, it’s a painful day for them and for their employees and for their customers.”
Riopel said she suspects smaller businesses may have initially been hesitant, but retailers that have embraced going digital have accessed a new market.
“They recognize that this is an essential part of their health and success,” she said.
“This pandemic, we know we’re likely going to have a second (wave). Consumers are going to change their buying habits. They changed their eating habits, they have changed all their consumption habits that are going to have big costs to businesses, because I don’t think (businesses) are going to come back fast enough for some (people).”
What we’ve learned through all of this is that you can have an online presence and it can still be a local online presence.