COVID-19 has pushed businesses to their limits and has seen some of the industry’s biggest names struggle to adapt to life as we now know it.
While this seismic shift has been disconcerting for some, others have rose to the occasion with finesse. The transition to digital channels has been underway for years and the arrival of coronavirus is now the catalyst, accelerating this process. As we rethink the very structure of our society; how we work, live and interact, we similarly see a significant change in consumer habits and needs that brands have to now adapt to meet. It is this crucial adaptability that decides your brand’s success or downfall in a post-lockdown market.
Experts from Mapp Digital and The Drum are hosting a webinar on 10 June entitled ‘Digital strategies for a post-lockdown world’. This webinar will help you to envision the situation awaiting every brand as we enter the ‘new normal’ and provide essential guidance on ensuring robust marketing programmes informed by data-driven insights and advising specific approaches to achieve brand success.
Register your interest for the webinar here.
Here we have highlighted, in no particular order, the brands that are getting it right during lockdown and how they are doing it.
The travel and tourism sector has been hit hard by lockdown restrictions. In the absence of travel, marketing communications for the industry have instead focused on inspiring customers.
Following suit, Airbnb has offered images of its stunning spaces, free for download and use. Recognising the increased use of at-home devices, this guarantees engagement and brand awareness when travel resumes as normal.
Sky Bet- Bundesliga | All You Need To Know
The cancellation of summer sporting events, including the Euros and the Olympics has been a source of dismay. The cancellations have impacted betting companies, resulting in a significant decline in user activity across their apps and websites. Yet with the recent reinstatement of the German League, SkyBet moved with these changes and now provide content which focuses on live polling and engaging their customer base.
Unwasted. NL (PepsiCo)
This PepsiCo brand creates bundles of consumers’ favourite brands that are nearing their shelf expiry dates and delivers direct to customer. Tapping into the trend for waste reduction, consumers are able to sample the wide range of PepsiCo products at a discounted RRP.
Unwasted.Nl was launched in February 2020 and since Covid-19 new consumer facing websites such as snacks.com and pantry.com have launched just 30 days into lockdown, providing a service for consumers less inclined to shop in the typical sense. These direct to consumer businesses have been positively received based upon their innovation at scale and power in supply chain.
The home renovations store has beaten off competitors for its responsiveness during COVID-19. Initially pivoting all of its sales online, Homebase has been praised for its digital strategy, maintaining frequent and thoughtful engagement with its consumers via email and social media.
Amidst the easing of lockdown restrictions, the store has quickly communicated and enforced social distancing rules to allow consumers in-store. Additionally, its marketing strategies have been adapted to focus primarily on products available widely across stores.
During a global crisis, this UK based insurance company wasted no time in giving back to its customers. Admiral offered all users a £25 refund on their car or van insurance, without the need to apply.
Due to a fall in the number of claims following government advice to stay at home, insurance companies have had less to pay out. This gesture of support to its customers during a period of financial strain has gone a long way in ensuring customer loyalty.
Products and services that see most purchases instore such as cosmetics, have had to reposition their offering online in light of lockdown. Internet aggregate retailers such as Lookfantastic have seen a spike in increased activity, incentivised by the creation of beauty bundles, discounts and gifts with purchase.
This has helped raise AOV (average order value) across the site and boost partner brands such as L'Oréal.
Côte at Home
Lockdown measures have disproportionately affected the hospitality sector, so in order to counter this downturn in trading, Cote’s chain of brasseries and bistros moved to online delivery of their French cuisine. Using geo location-based Facebook ads, the business was able to identify and target its primary market with their new offering.
Delivery of goods like meats, chilled bistro meals, wines and desserts as well as surprise gifts from the business, have engendered positive reception from its patrons.
In another example of businesses shifting their content strategy during COVID-19, Pizza Express has embraced its identity as a family-oriented brand.
The brand has suggested ideas of activities and games to keep children and adults alike entertained during lockdown, while promoting their range of products available in supermarkets.
Smith & Caughey’s
Looking to bolster positivity among their customer base, this New Zealand department store has channelled all its creative efforts into marketing communications.
The uplifting message of ‘We Are Open’ creates confidence in consumers in their store operations, while promoting social distancing and contactless payment policies. Online services have been further improved, resulting in an adaptive model to fit the New Normal.
With the financial consequences of COVID-19 at the front of people’s minds, Aldermore Bank has seized the opportunity to reassure and support their customers.
Implementing a smooth process for mortgage repayment holidays alongside access to funds for business clients, they have also increased availability of information to ease pressure of customer service centres and created a more robust digital banking experience. Their efforts have received overwhelmingly positive feedback on review sites like Trustpilot from customers.
The beginning of this year 2020 brought with it the idea of clarity, and while it may not be what we had envisioned, our eyes have certainly been opened to the precarity of our way of life. Nonetheless, these events have sparked unprecedented innovation in many businesses, translating into brand longevity in a post-lockdown world.
Join our webinar in partnership with Mapp Digital on June 10 to future-proof your brand against the challenges yet to come.