Making the Most of the Lockdown Experience
A 5km lockdown story
Trends, highlights and human connection treasures during Covid-19
Written by Zita Watkin, Shop! ANZ
In January this year I wrote a story based on my customer experience at the Australian Open.
Writing this piece felt like the perfect way to kick-off 2020, celebrating brands competing for public attention with some amazing creativity.
I had grand plans for 2020 with new store visits, and an annual USA trip to seek out the latest trends in retail marketing and POP displays.
But by the end of March, Covid-19 had changed our world. Seeking out retail trends first-hand, became a challenge. But inspiration was still required, and it was time to pivot!
I didn’t need to look far before I would find the most wonderful source of inspiration, all in my own community.
My 5km lockdown
To set the scene a little, I live on the edge of the beautiful Mornington Peninsula in Victoria. Since August 2, along with all of Melbourne, we have been under Stage 4 lockdown restrictions.
Unable to move out of a 5km zone, and with so much admiration and fondness for retailers within my ‘lockdown bubble’, I saw this as the perfect opportunity to share some of my personal experiences witnessing local retail transformation at its finest!
Like many, I have become closer to the retailers in my local community over the past few months. It’s extremely inspiring to witness the changes that they have gone through to support staff, suppliers and community alike.
Local retailers have become ‘life’ to their communities more than ever before.
Here are 5 of my favourite retailers who have become part of life in lockdown
1. Mr Frankie Café
Mr Frankie Café is run by locals, for locals! I’ve loved watching their transformation over the last 6 months.
It might be simple to transition from dine-in to take-away, but what Mr Frankie has done differently is that they have preserved the in-restaurant dining vibe, putting people at top of mind when curating their lockdown services.
Pre-lockdown in March, Mr Frankie was a vibrant, bustling place to go to meet friends. In lockdown, Mr Frankie have kept building on their service and products. Their lovely team deliver orders on trays to customers waiting outside. Somehow, they make customers feel so welcome. Nothing really feels quick or take-away about it.
They have introduced gift packages including wines and glassware, olive oils and teas, all aligning with their normal product offering.
The other wonderful thing they have done is built partnerships into their business. Throughout the Stage 4 trading restrictions, Mr Frankie have had special nights where customers can pre-order and enjoy taste sensations from amazing restaurants like the iconic Mr. Miyagi Restaurant in Windsor, and Bang Bang in Mordialloc. This provides locals with a connection to restaurants outside the 5km lockdown zone.
2. Herbaceous Flowers
I’m sure like many from the Mornington Peninsula, Herbaceous Flowers in Mt Eliza have kept me spiritually happy at home during lockdown with their home deliveries. Unable to open, they offer free delivery and have the most amazing range of locally grown flowers.
Although florists are only able to trade online due to restrictions, Herbaceous Flowers have made their window into an amazing advertisement for their business with a stunning external floral arrangement.
Family business delivering community love with coffee and pasteries
3. French Bakehouse Mt. Eliza
The French Bakehouse in Mt. Eliza is an essential part of my morning routine! Having an amazing bakery which fuels me with coffee and happiness, and my children with the most amazing fresh bread and treats, has been an absolute blessing especially on days where the social isolation is all a bit too much.
The French Bakehouse totally transformed their service in March, from instore, to their new “window shop front” experience. Only their gorgeous team are inside the store.
With community health at top of mind, and beautiful baked items that surprise and delight daily, this small retailer has gained a big reputation and loyal following on the Mornington Peninsula.
4. Ritchies IGA Supermarket
I consider myself fortunate to call Ritchie’s IGA Mt Eliza, my local lockdown supermarket!
The Mt Eliza store often trials new marketing initiatives for the group, so this store keeps me physically connected to the world of FMCG shopper marketing.
With timber cages used as dump bins, old school produce box tower displays and repurposed crate timber product shelves, there is a strong fresh appeal within this store.
They also have an inhouse bakery at front of store and an excellent collection of certified organic products.
5. Australia Post
It’s not all creative and niche services that have stood out to me during lockdown.
Retailers like Australia Post seem to be re-establishing themselves with shoppers. Australia Post have introduced new products that are available both online and instore that change depending on the season and market need. With gifts for Father’s Day, cooking products like AirFryer’s and even power tools for home repairs, they are taking the position as a ‘general staples retailer’ rather than a postal service alone.
Australia Post’s transformation looks like it’s been a wonderful way to reconnect with local community, offering a physical store presence with products people need, at a time when other retailers are unable to open.
Community love with Click for Vic!
Although this article is mainly about physical retail experiences, I’d also like to highlight Visit Victoria who moved swiftly putting together the amazing ‘Click for Vic’ initiative, encouraging Victorians to get behind the tourism industry by buying local products online.
This service connects consumers with businesses offering virtual or at-home experiences to support businesses to stay open. We are so lucky during this pandemic to have e-commerce.
In conclusion
At a time where community is so important to everyone’s wellbeing, local retailers have done some major pivoting to support customers, with products we need, blended with a sense of physical connection.
It’s old school community local, with a contemporary edge.
There is so much we can learn from these businesses; both big and small. Probably the most important takeaway is how they have adapted quickly offering new products and experiences, designed to deliver their customers some sparkle from the world outside 5kms.
Thank you to my amazing local retailers. I have learned more than I could ever have imagined, and all within my little local lockdown bubble!
Read related research: Australians focus spending on local cafes, shops with travel plans off the cards
For more reports on brand and retail activations, visit the Shop! Australia and New Zealand News page.
