During these months of quarantine, the company has been detained and a large number of businesses have been forced to close. Although electronic stores could open by offering an essential service, the truth is that large stores have mostly chosen to keep the blind down during this period. Now, with the provinces passing at different rates from one phase to another, it is time to face the reopening.

Within this context are the mobile and technology stores of the major manufacturers. Most of them located in the center of the cities chose to close before the general question about the virus and trying to ensure the health of employees and customers. Even more so with a quarantine that emptied the streets and would surely have increased the losses by keeping them operational.

But once time has passed and with the contagions becoming fewer and fewer, the time has come to resume activity and at different rates, companies are reactivating their physical stores. About this circumstance, the problems and the new approaches into which we are going to talk. How do you open a store in this situation in which the customer will want to touch the product itself before buying it?

In the absence of an official route, each company at its own pace

On the part of the government, the autonomous communities and the various organizations, a series of recommendations and minimums have been made to be followed by businesses. The guidelines change at every stage, although most mobile and technology stores have not had to adjust to any specific agenda.

Although almost all of them closed and chose to only keep online commerce that has grown so much in recent months in our country if it has been possible to see how small neighborhood businesses have remained active this time.

In Phase 1, which is already in all the provinces of the country, the limitation to stores is that they have space equal to or less than 400 square meters, except those located within parks or shopping centers.

But when it comes to exposing yourself to the opening, you have to take into account several factors in the companies we are going to talk about, all of them multinational: if they follow their own or international line, the help they receive, if the stores are their own, franchisees or distributors and the particularities of each one.

 

The customer buys, but first wants to touch

The problems that all businesses face are numerous, to which we must then add those of each sector. Maintaining hygiene in the store, not subjecting customers to possible contagions, protecting workers while allowing a positive store experience is a difficult equation to balance.

The first problem comes from the arrival at the premises and the capacity limitations that are imposed in each store. Depending on the time, customers may have to wait outside the store until they can enter. The lack of motivation caused by this circumstance is important, especially in large stores in cities where many people use to go shopping in some evenings, but also to pass the time.

The gloves and gels have found their space in each store and not difficult to find, but we all know that if something happens with technology stores is that the customer wants to use the devices, note the weight, play with them ... In short, interact before spending the money.

Also, employees have had to undergo training that teaches them to work facing the public in the reality that has changed so much and where safety is paramount.

With the idea of ​​seeing how to make a general plan, we are going to see how the different companies have adapted to the situation.

 

Manufacturers like Huawei: more than problems, they are challenges

At Huawei they did not want the situation to lead them to improvisation, so on May 11, they decided to open some of their stores and thus adapt to new circumstances, although always with security as the main objective.

In addition to the guidelines that have been given to employees, the use of PPE and protective measures have been encouraged at all times, both in the warehouse area and the store. At the time of entering its premises, gloves are given, it offers gel and also a wipe that the client can use as he wishes. Although mobiles and devices are thoroughly cleaned or replaced after the customer interacts with them, you can also clean them before or after with the wipe if you like.

When consulting the company about these doubts, Marianna Cherubini, Retail Director of Huawei CBG Spain, told us that the challenges are from the possible wait to enter the store, where they will look for ways to liven up that time if it is extended, to the concurrence inside and how to keep the safety distance.

At Huawei, they have worried about listening to administrations and donated masks. Throughout the company structure, efforts have been made to maintain reliable safety standards based on lived experience.

As for the new paradigm they are facing and the possible demotivation of the customer to present themselves in the store, Cherubini assures that the customer " seeks the physical experience". Therefore, it is up to the companies to ensure that the visit is satisfactory and safe.

Xiaomi: contact and monitoring with distributors

Xiaomi's case is different and complements the panorama by having an indirect distribution network with Mi Store stores and other distributors. The objective of the brand has been to closely monitor and advise these stores as partners or by providing materials such as face masks before the stores closed, following the declaration of the State of Alarm.

Among the main approaches that have been taken has been the promotion of migration towards e-commerce that supports businesses during the quarantine period and helps them to minimize the possible damages suffered to develop their business normally. Internet sales have been greatly enhanced during these months, but it is expected that with the return to normal, customers will also do so in stores.

The reopening of premises is being gradual and depending on the province and the phase in which it is. 36 of the 50 stores have already reopened and that number has not stopped growing. Also, at the end of May, a new one was inaugurated in the Canary Islands.

 

In the end, each company is a world

In the case of Apple, when asked about these issues, we were redirected to the letter addressed to customers of Deirdre O'Brien, Apple's Senior Vice President of Retail and HR, and the guidelines that the company will follow globally. Although some details were known, such as that the technical service would be given preference. On May 19 they did not know when the Apple Store was going to open and still today they are waiting for news.

Other companies have preferred not to answer the questions or have not had a specific message to transmit in a different paradigm where it is difficult for them to announce a measure that can be reformulated soon after. In general, beyond the statement that clients and workers will be cared for responsibly, there have been few concordances.

 

Although online sales increase, stores are still necessary

Although it is expected that customers will increasingly opt for this route, it cannot be considered a substitute for the physical store, this not only serves to give out products or that customers can try them, it is also a way of establishing the brand.

At a higher or lower speed, they will be opening the physical stores and in a not too long period, they will all be in operation, although based on the measures that they will have put in place to safeguard the safety of all. It is not known if everything will be different or if with some effort the past will be emulated in terms of clientele, sales, and experiences. It is an unpredictable path.