As the coronavirus continues to spread around the world, there have been significant impacts to consumer behavior, product demand, chain supply, and retail stores. As the pandemic continues to evolve, retailers are pivoting their business model and strategy to reflect changes, such as customers tightening their spending and making fewer purchases. However, this offers an opportunity for retailers to re-evaluate their business model, customer journey, set up or enhance their online shop and payment methods, and nurture their new and existing customer relationships.
In an effort to communicate the business impact we’re seeing across industries, here are a few insights and strategies to help cope with the changes.
Up your social media presence
People are spending more time in apps during the covid-19 lockdown. Social media offers people the opportunity to stay connected with their friends and family, keep tabs on their favourite brands, get inspired and motivated, and bring a little humour into their lives. From virtual showrooms and personal shopping assistants to live-streamed fitness classes, we’ve seen brands get creative with their social media channels and tap into their already-loyal audiences. Moreover, monitoring and analysing social chatter will help guide your marketing strategy.
Make a Difference in your Community
The brands that are being proactive and making contributions to their communities and employees have seen the most engagement on social. Breweries, beauty brands and clothing retailers are supporting the crisis by either making their own supply of hand sanitizer or creating masks and medical gowns for those in need.
Take for example Arc’teryx, a Canadian outdoor clothing and sporting goods company. After collaborating with local health authorities and neighbouring manufacturers, they produced 500 units of medical gowns to help tackle the shortage facing the healthcare workers in the local British Columbia region.
Another example is the swimwear startup, Summersalt, who is transforming its regular customer service channels into an opportunity to provide emotional support to consumers during the COVID-19 crisis. They launched a free text message hotline, Joycast, to offer and send self-care ideas, meditation videos or cute GIFs to lift people's spirits.
And lastly we have PADI, Professional Association of Diving Instructors, who are selling eco-friendly fabric face masks made from recycled plastic bottles. Their driving incentive and hope is that ocean lovers will take precautions for their personal well being, and the wellbeing of the communities they call home and the ocean they dive.
There are many ways retailers can contribute to those in need besides monetary donations. Remember, every little bit counts.
Offer free shipping or local pickup and delivery
Many retailers are shifting their business online and expanding their digital strategy. Although foot traffic has ceased for many retailers, they are finding ways to continue to serve their customers by providing curbside pickup and free delivery.
Focus on strengthening your relationship with your customers
As we adopt a new normal, it’s important to stay relevant to the consumer’s needs and maintain consistent communication. Whether you’re looking to communicate new payment options, loyalty programs, or new initiatives around covid-19, ensure you apply a calm, empathetic tone with a positive message.
This is a time for retailers to meet their customers where they’re at. Take time to implement a campaign that lives up and demonstrates your values, and shows you care more about than the bottom line.
Looking to deliver cross-channel personalized experiences at every step of the customer lifecycle or implementing Einstein Bot to assist customers? Contact us today.
