It’s nearly the fourth year since the pandemic started. This reminded me of a conversation I had with my friend at Scottish Gourmet last summer. I hadn’t seen her since, you know, before, and I felt compelled to ask that question: How’s business been since the pandemic?
Scottish Gourmet, which sells Scottish specialty products, does much of its business online. But it also depends on attending dozens of Celtic fairs each year, impossible during the pandemic. I knew that many businesses like hers had suffered.
I took a deep breath and prepared to commiserate.
“Actually, our business has increased,” Anne said. “We’re about to expand our warehouse.”
“I’m sorry,” I said. “The pandemic was tough on every…. Wait, what?”
“Business has been very good,” she repeated.
I had to know. What marketing voodoo had they worked? Was it cleverly worded catalog descriptions? A memorable advertising campaign? An amazing website giveaway? What? I asked, “to what do you attribute your success” (I always use super formal and stilted sentence formation when talking to friends). I licked my pencil, sat forward, and prepared to unlock the secret.
“I listened to my customers,” Anne said. [Stunned emoji face]
Turns out that her customers, faced with reduced shopping options, wanted Scottish Gourmet to deliver British pantry staples along with its haggis and kippers. So, Anne stocked up on Heinz Baked Beans, HP Sauce and Branston pickles. (As the website explains, these obviously aren’t Scottish-made products, but they are found in nearly every Scottish household, so they fit with the brand.) And people’s orders got bigger and more frequent. (#Upselling)
You’re probably thinking “Well, Anne might have simply reasoned that customers couldn’t get to stores to search for the food they craved and added pantry staples”. Anne’s a smart businesswoman so she could well have done that. But without asking customers what they wanted, she might have bogged down her inventory with the wrong products.
Another benefit? By talking to her customers, Anne gave them ownership in a company decision, which strengthened community. Who doesn’t like to be asked her opinion? (#ThinkLikeACustomer). And since Celtic fairs are largely about connecting with other members of one’s clan, something that Scottish Gourmet facilitated before the pandemic, the company also scored big branding points by reaching out.
Scottish Gourmet is back at the Celtic Games. We met at the one in Chicago and I was sad to see that the games were much smaller this year than before COVID. Anne told me that some of the vendors—well-established Celtic exhibitors she’d worked with over the years–had gone out of business. Scottish Gourmet continues to grow. It’s amazing what a little customer contact can do for a business.