Frustration brings innovation

The phone rings at Book Trader Tan America. If no one is around to answer the call, a voicemail from owner Cheryl Hansen will play for the listener:

Due to the governor’s orders, we will remain closed through April 7. If I can assist you with any curbside purchases, please leave me a message or on Facebook and I will be happy to return your call. Stay safe. Thanks. Have a great day.

Preventive COVID-19 action and social distancing requirements have halted customers’ regular weekend shopping sprees. Shopaholics have been launched into full-on sobriety, confined to their homes for the foreseeable future.

Small businesses all along the town square in Newton — and beyond — are experiencing similar challenges. Regulations from state health officials have forced retailers to close their doors and find new ways to operate.

Community support during these trying times is going to help keep these businesses afloat, Vicki Wade, president of Destination Downtown Newton Alliance and owner of Olive 'et Boutique, said. Still, there are ways to help.

“One thing to do is to watch regularly for advertised specials, whether those are in the local papers or on Facebook pages,” Wade said. “I think a lot of people are doing quite a bit on social media to promote how they’re staying alive.”

Videos or social media posts are just a few ways businesses are staying active. Facebook, Twitter and other platforms also serve as the quickest way businesses can reach out to their customers, many of which are already working from home.

That, too, has helped retailers get news out to the public. Wade said several storefronts have adapted business models to meet current distancing standards. Many shops are offering to deliver packages to customers or ship products.

Restaurants like Midtown Cafe and PJ’s deli now have curbside pickup, too.

“There are many, many ways for them to get their products out to people that are still meeting the restrictions we have in place right now but also provide convenience to the customers, as well,” Wade said.

Olive ‘et Boutique has followed suit, too. Wade has already posted a number of videos promoting curbside pickup hours and specials showcasing her suppliers’ products, which she said is something businesses need to remain conscious of.

“We do source from a lot of independent crafts people, so we’re trying to continue buying from them,” she said. “The idea of doing live videos and pushing content out is to promote new products so we can continue to buy inventory.”

Thus, supporting suppliers in the process. Items are coming in whether stores are open or not. Even though stores are closed in this now online-only business environment, Wade said there are still opportunities to get products out to people.

Businesses are championing their neighboring storefronts, too. Bridgehouse Coffee Co. announced Tuesday it purchased movie tickets at the Capitol II Theatre to giveaway in a contest. To sweeten the deal, the contest involves bolstering local businesses.

For a chance to win, people have to write a post on Facebook about their favorite establishment, tag the business and Bridgehouse in the post, add a photo from the store’s Facebook page to the post and publish it publicly.

Erin Yeager, executive director Newton Main Street, has been using social media to keep the community updated on the status of area businesses, even those outside the downtown district.

Two weeks ago, Newton Main Street posted a Google Docs list of all area businesses and what types of services they are still able to provide. The post had been shared more than 200 times.

Otherwise, a great deal of Yeager’s time has been spent in web conferences on how to best combat this new normal. As expected, she is already feeling exhausted. Still, Yeager presses on.

“We’re all in uncharted territory,” she said, adding all Iowa Main Street organizations are feeling and adapting to the pressure right now.

“I think my goal is to sponsor local and small because those are the ones that are hurting. Main streets are usually the heart of the community where you’re going to have a lot of small, mom-and-pop shops.”

Those types of retailers are more susceptible to the damages of mandated closures. Yeager said people can still practice their social distancing and maintain the stores and restaurants they frequently visit.

Although entry into brick-and-mortar stores are limited or even outright prohibited, Yeager said she worked with many businesses on their options when Iowa Gov. Kim Reynolds announced the closures weeks ago.

Supporting businesses is still possible, Yeager argued.

Gift certificates and the like are still available for future buys. To-go meals are plentiful. Yeager also recommended customers continue to reach out to their local businesses or refer to the list Newton Main Street posted on its Facebook page to see how they can continue purchasing items.

These extreme difficulties and restrictions have led to store innovations, too.

“Bonnie (Terpstra) at Farmer’s Wife did a couple different posts on spotlight bundles,” Yeager said. “Regina (Frahm) did curbside on her milk, cookies and meats. So they’ve really come up with some creative ideas. Laurie (Nelson) at Relics did a live walk-through online one day.”

All the while, retailers have been able to do what some thought impossible: sell.

“These people are in the store,” Yeager said. “This is their livelihood. I cannot stress that enough. Yes, we need to social distance ourselves, but we need to also use new technology and learn how to do virtual sales and pay online.”

Contact Christopher Braunschweig at 641-792-3121 ext. 6560 or cbraunschweig@newtondailynews.com