In an emergency, we have to respond immediately to our stakeholders and prioritize safety information over all other communications.

The COVID-19 pandemic has included waves of emergency situations over many months, requiring co-ops to balance emergency communications with routine grocery communications and promotions. Here are some tips for formulating a strategy and communicating with shoppers throughout this uncertain time.

• Balance content among the following topics:

   – Comforting foods, cooking from the pantry, DIY, gardening

   – Wellness, immune support, social/emotional resources

   – How the co-op is supporting the community; helping those in need

   – Appreciation for staff and customers

   – Operational updates (changes to hours, shopping procedures, services)

• Confirm sufficient supply with department managers before featuring any specific products or deals.

• Limit email marketing to once per week, unless there is a major change to operations that requires an immediate notice (e.g., change to hours of operation).

• Keep operational updates brief and to the point, no matter the communication vehicle (e.g., “Due to a state mandate, the co-op will be pre-packaging all ready-to-eat bulk foods”).

• Avoid repeating old news. A running list of the product categories and services that are no longer available can be provided via a link to the co-op’s website.

• Be cautious about communicating out-of-stocks, as it can contribute to panic-buying. Rather than “due to nationwide shortages of…” try “due to unprecedented demand for…”

• Keep hours of operation current on the website homepage, Google Business page and social media profiles.

• Evaluate whether typical “call to action” phrases (like “stop in today to try…”) are appropriate, based on current recommendations for sheltering-in-place or restricting errands.

Understand that what you need to communicate can change on a moment’s notice. It’s important to be flexible about the communications you plan and to focus on what your shoppers need and want to know.

The COVID-19 pandemic continues to impact co-ops, our communities and the world. NCG is closely monitoring this situation and has consolidated information and links to important resources for your co-op.