As a town center and community hub with more than 80 retailers, restaurants and office tenants in Scottsdale, Scottsdale Quarter has had an up-close view of the impacts of COVID-19 on small businesses in Arizona. While there is no doubt that companies continue to face unprecedented challenges, we’ve been continually inspired by the resilience of our retailers and our community.
Local businesses have demonstrated a remarkable adaptation to rapidly evolving consumer expectations. Over the past few months, foot traffic from shoppers has rebounded significantly and retailers have begun leasing new space. As we look to 2021, we are focused on aligning with the “next normal” as we embrace the need for convenience, connection and community engagement.
One of the most important changes this year is the expansion and evolution of curbside pickup and other contactless services. According to a McKinsey study, these services “have seen increased adoption since April, with more than half of new and increased users reporting an intent to continue post COVID-19.” Since the introduction of our Retail To-Go program at Scottsdale Quarter, dozens of restaurants and retailers have implemented the service, giving our guests the convenience to pick up their purchases from marked spaces in our parking lot. We’re proud to offer this service, to ensure all our guests have a shopping experience that fits their comfort level. What started out as an amenity has become a necessity for retailers as the pandemic has accelerated consumer desire for a seamless integration of online and in-person shopping.
While maintaining an online presence is critical, we know it cannot replace the connection and experience that only in-person shopping can bring. First and foremost, businesses need an authentic commitment to the safety and well-being of their customers. Businesses then need to show consumers how they fulfill their need for connection to products, services and unique experiences. In fact, responsibility to employees and shoppers has never been more important as consumers have elevated expectations of corporate responsibility. Recent research from KPMG illustrates that integrity now plays a particularly strong role in driving both advocacy and loyalty, with 90% of customers willing to pay more for ethical retailers. While corporate responsibility is not a new theme, this is a time when conscientious businesses can further their standing as community leaders.
Scottsdale Quarter and our parent company, Washington Prime Group, have embraced this ethos by providing assistance to those in need through nearly 1,000 community service projects across the country. At Scottsdale Quarter, we held blood drives and hosted fundraising events for our community partners, among other efforts, as part of our call to be a Goodwill Ambassador in the community. WPG also launched the Open for Small Business initiative earlier this year, which provides important resources to small businesses.
The pandemic has brought forth a new business paradigm as consumers increasingly seek out companies that demonstrate integrity and purpose alongside safety, security and convenience. These are all now parts of a new value equation that local entrepreneurs should embrace to ensure their success in our new reality. A mindset of continuous improvement and innovation will help businesses navigate the changes ahead as well as position them for long-term success.
Christina Calhoun is marketing director at Scottsdale Quarter
