2020 . 05 . 19 | written by Chris Hawksley

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Are you still able to work and in what kind of conditions?
I and those members of my staff who have not been put on Furlough (government subsidized breaks from work) are working from home, communicating via phone, email and Zoom or Teams messaging and conference calls. All stores are closed but online sales via our own Creed website and our retail partners’ websites are still happening.

If you were forced to cease operating/close your shop, how are you preparing to get back into business?
As a distributor we are subject to the retailers’ decisions regarding re-opening their stores and how they will regulate social distancing and other health measures within the stores. We expect footfall to be much reduced when stores eventually reopen and for fewer staff to be behind counters. For our Creed boutique we will be looking at video consultations as well as a system of booking exclusive time within the shop for personal but socially distanced consultations. Staff will wear personal protection equipment and a plexiglass screen will be installed in front of the payment point, testers will be sanitized after handling.

How, in your opinion, will your business change when we get back to a new sort of normality?
There will be greater emphasis on online sales and engagement with customers including increased use of sample discovery packs combined with online consultations. Gifting and Home Fragrance will become greater drivers of sales. There is a risk that with fewer opportunities to socialize, fragrance sales will not return to previous levels. Sales derived from tourists in London will decline with the restrictions on travel leading to a greater focus on the domestic customer.