Physical distancing, lockdowns, and stay-at-home orders significantly accelerated this shift, with no business left untouched. Even those that were once exclusively brick-and-mortar operations were compelled to consider new technologies to connect with consumers, make sales and stay afloat. Now, as more Canadians choose to get vaccinated and the economy recovers, small businesses must keep up the momentum of the digital shift to satisfy consumers whose habits have evolved.
The widespread adoption and use of new technologies changed consumers with a preference for digitally-driven experiences that will endure past the pandemic. According to a recent survey by Clover® from Fiserv, the preference for digital is already cementing itself across the Canadian restaurant industry. Almost one-third (32%) of Canadians said they used a third-party app during the pandemic to order food, with another 25% of respondents sharing they plan to continue to choose takeout and delivery over in-person dining this year, even when restaurants reopen.
With a changing environment in mind, here are three key digital strategies businesses should consider as Canada transitions to the post-pandemic future.
Enable More Flexibility
The financial strains of the global health crisis have also impacted many consumers, many of whom have lost their own jobs over the last year. While economists believe that employment will improve throughout 2021, the financial hangover of the pandemic is likely to last well into 2022 for many Canadians. That’s why flexibility is paramount.
One way small businesses can deliver this flexibility is by offering buy now, pay later (BNPL) plans at checkout. For example, if a customer purchases a $200 jacket, they have the option to cover the cost in four, $50 increments over a four-week span. BNPL is an especially popular payment method amongst younger consumers who appreciate the convenience of splitting payments across a specified timeline. Visa recently announced that several of the Canadian banks that issue Visa cards will enable cardholders to put transactions on an installment plan even after the initial purchase. Installments, in various forms, will become ubiquitous in Canada over the next few years.
Offering consumers a seamless contactless payments experience will also continue to be essential. According to Payments Canada, 44% of Canadians plan to use digital and contactless payments for the long term. Contactless payments are not only more secure, they can also more hygienic since customers can tap their card or smart device instead of touching the PIN pad. As a result of the need for speed and the desire for contactless interactions, there will be a steady increase in the percentage of Canadians who register their payment cards with a smart device-based wallet such as ApplePay, GooglePay, or SamsungPay.
Leverage Tech to Streamline Operations &Drive Repeat Customers
Over the last 15 months, many businesses have proven their agility, adapting to rapidly shifting protocols. By way of necessity, online sales, delivery, and curbside pick-up have become the new norm. While there will indeed be a return to in-person customer service, many Canadians will likely continue to seek a certain level of digital interaction. The recent Clover survey mentioned above indicated that 57% of Gen Z and Millennial respondents (ages 18-34) would prefer to order and pay at the table using their own mobile device, rather than through a server. Additionally, 31% shared they’d be more likely to frequent a restaurant that offered this payment option. Payments can be enabled via a QR code presented at the restaurant table that is then scanned with a phone, a feature that has been embraced by short-handed restaurant owners, staff, and customers eager to get on their way. The QR code capability of the Clover software suite is one of the most highly adopted features amongst restauranteurs.
Consumers will also continue to demand efficient speed of service. A robust point of sale and business management platform provides small business owners with everything needed to streamline operations on the go. From payroll management and staff scheduling to inventory management and accounting; the right technology will go beyond processing credit and debit payments and can help with nearly every aspect of managing a business.
Creating a Seamless Omnichannel Experience
Consumers have gained the ability to buy on their own terms and don’t want to go back to the way things were. While in-person shopping will return, the pandemic has radically changed consumers’ expectations for businesses, especially when it comes to online ordering.
According to a recent study by SOTI, expectations are high for businesses to master the back-end logistics that create a seamless consumer journey, including inventory and fulfillment, shipping, and online returns. Over 60% of respondents felt businesses should improve their return processes, with an additional 57% saying they find delivery times too slow, and 45% noting if they can’t receive an item within two days of ordering they’ll go elsewhere.
While speed and customer service will continue to be important, especially as we transition back to “normal,” paying equal attention to consumers’ digital experiences online – from browsing to checkout and shipping – is vital for long-term success. To learn more about Clover, a cloud-based point-of-sale (POS) platform that brings business owners a modern approach to managing their business operations, please visit www.clover.com/ca
