While many businesses, especially restaurants and small retailers, have been harmed by COVID-19, others have thrived.

Some business failures are due to circumstance and public health regulations, such as lockdown orders and capacity restrictions.  But in some cases, business failed because they were unable to respond to the new situation.

<strong>Not adapting to the situation:</strong>

I know that a small, local gift store carries an item I am looking for. I go to Google and find that the store has no website. According to the Google business information, it opens weekdays at 10:00 a.m. I head out to the store and get there on a Wednesday around 2 p.m.  There’s handwritten note on the door listing the shop’s (reduced) hours. It says that the store opens Monday through Thursday noon to 4:00 p.m. And yet, the lights are off and the store is closed.

To recap, this store has:
<ul>
 	<li>No website (and thus no way to shop online)</li>
 	<li>No updated Google business information</li>
 	<li>No social media</li>
</ul>
<strong>Making the best of the situation:</strong>

Then, because I still need this item, I check out a larger gift store within 10 miles of the small store. This other store does have a website, with online ordering, so I can check whether they carry what I am looking for. It also has updated its Google information, which reflects that it provides curbside pickup. I explore the website, and I find out exactly what COVID measures the store is taking (i.e., requiring masks, providing sanitizer, restricting the number of people in store, widening the aisles to allow for social distancing, and increasing the air circulation).

This second store has:
<ul>
 	<li>Updated website that includes COVID-specific information and ability to order online</li>
 	<li>Updated Google business information</li>
 	<li>Social media, with a robust Facebook presence that includes videos and special deals.</li>
</ul>
<strong>How do businesses thrive during COVID? Here are three must-dos:</strong>

<strong>Embrace digital more than ever.</strong> Restaurants and small retailers embraced online ordering (big box stores have had that for years). My local library switched to an online ordering and appointments-based way to get books. Successful organizations are relying on all types of digital presence: social media,  websites,  Google profiles, e-newsletters, and so forth. Nobody can afford to ignore digital.

<strong>Be aware of the situation and explain how you are responding.</strong> Do you understand how your customers feel? Are they anxious about getting the virus? Do they want to shop safely? Do they want to save money? COVID has changed the reality for everyone (yes, even the COVID deniers have had to adapt). You have to make changes, and more importantly, you have to make sure your customers know what you are doing to respond to the situation.

<strong>Go virtual and like it.</strong> Many organizations and businesses use events to drum up support and sales. In 2020, events went from being in person to being virtual. Using a virtual format is not the same as being in person, but to succeed, organizations need to embrace this reality and adapt to it. Churches and synagogues started using Zoom and other livestreaming software to stream services. Associations moved their annual meetings to be virtual. Some stores, such as the second example above, switched their product demonstrations to platforms such as Facebook Live.

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