Well, mainly about email marketing actually, but wandering into the effect of the virus on businesses in general. You might think you are immune to the downturn, especially if those 70 and over are going to be confined to their homes, ordering online those items they normally bought in shops. You will still need to modify your processes. The good news is that everyone agrees the current crisis is likely to increase online trade. 

There is significant bad news for us. No one knows the likely progress of the current crisis, let alone the outcome; all you can do is prepare for various scenarios. 

I’m writing this article knowing the current situation will no longer be current when you read it. However, some things are predictable. It seems probable that the travel industry will be hit hard. Airlines will struggle, no matter how well prepared, and there’s the suspicion that it will be last straw time for high streets.

I expected rationing from supermarkets well before my local ones put processes into action. That they have implemented what is, more or less, rationing for online booking of groceries came as something of a surprise. It seems they haven’t got the necessary staff, vehicles or timeslots to take on more. 

If your products are those likely to feel an increase in online orders, now is the time to brief staff. Ask them their ideas. If they can’t work from home, then some form segregation by distance in the office is a sensible precaution. Mind you, it seems an individual coughing could infect a whole room. 

There’s an apparent consensus that working from home is the most sensible option. There are obvious benefits. Cross infection from staff is unlikely in the extreme, they are not travelling in cramped trains and buses, if indeed they remain crowded, and not grabbing a latte after standing in a queue for ten minutes is a positive.

On the other hand, you probably haven’t got a plan of action. You need to ensure your staff are fully trained for remote working, and they should be briefed as to what is required of them. Guidelines alone are not enough. Have some form of on-demand FAQ, updated as problems become apparent. 

You probably can predict which staff members might not be able to cope with remote tech support. Expecting them to sort their own problems is unreasonable. 

Most importantly, there’s the welfare aspect. Those with an infected family member should self-isolate for 14 days, according to the present advice. Ensuring they can cope is the way to ensure they are effective workers. 

The main concern will revolve around data security. You need to have sensible, easily understood and resilient systems in place before you opt for home working. Keeping your email marketing lists and the data safe is critical at any time, but with remote supervision of staff, you need to establish rules now, and find ways of ensuring they are complied with. 

Online trade will change significantly. The nature of the change is unknown currently, so flexible planning is essential.