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Covid-19 poll daily insights

Wednesday
April 29, 2020


 

We’ve seen a trend in responses the past few days of brands reporting their success and happiness with their ecommerce stores. Despite being forced to rely solely on online sales due to the pandemic, some brands are remarking that they’re considering shifting their online store to be the primary focus of their channel mix strategy. This could be due to their increased sales, but also how they think consumers will approach going to stores —very slowly and cautiously. Some stores, like Macy’s, have already started reopening with careful social distancing guidelines that place limits on the numbers of customers and employees allowed to enter.

Here’s what some brands had to say:

  • “I think our online business will increase as consumers will still be hesitant to come into stores.”
  • “[We plan to] give attention to the safety of our brick-and-mortar store and work to continuously understand how in-person shopping will adapt.”
  • “We anticipate sales to resume through third-party retailers (department stores) but not at the rate of sale from before the stores closed. We expect to see continued growth through our ecommerce site.”
  • “[We plan to] close some retail outlets and open more ecommerce channels.”
  • “We are charging forward right now 100 percent as if our business had to be 100 percent reliant on B2C (business-to-consumer) to survive. This is our current mindset and this will continue. Going forward B2B (business-to-business) retail partners will simply be the cherry on top and ideally more of a branding exercise (partnering with premium retail stores).”

  • Regardless of whether a brand is seeing increased sales or decreased sales, they’re confident that consumers will spend the same amount of money or more with them once stay-at-home orders have eased and the pandemic has passed. These opinions are very different from reports by eMarketer, which say that most brands will face hard times ahead, but “a select handful will emerge as the brands of tomorrow.”

    how do you think consumers' spending will change after the pandemic, brands with increasing sales 4-29
    how do you think consumers' spending will change after the pandemic, brands with decreasing sales 4-29

    When asked the question, “What will be your biggest challenge or learning curve to achieving success after the stay-at-home orders have lifted and the pandemic has eased?” many brands said learning how to use email to engage and develop relationships with customers will be a challenging but key a component to their future success.

    Here’s what some brands had to say about what they’ll be focusing on after the pandemic:

    • “I’m glad I was already ahead in learning email strategy and website tricks or else I’d be really behind.”
    • “[The key to my success will be learning] and following a good email marketing strategy.”
    • “Better email marketing techniques and using email as the primary means of conversation [will be important after the pandemic has eased]. [My focus will be devising] a strategy to achieve 60 percent conversation through emails.”

    Effective Marketing Moments

    What’s working?

    Home office messaging. Lula’s Garden, an online plant store, sent an email to its customers encouraging them to purchase succulents either for themselves or others to boost happiness during this time.

    Lula's Garden email email

    Emphasizing employee health first. Loft, a women’s clothing brand, is known for its trendy and affordable items. They’ve updated their messaging to be sensitive and realistic to the current times by communicating that orders may be delayed since they’re prioritizing employees’ health. Check out our guide to communicating with empathy during this time.

    Loft email

Highlights:

Brands with increasing sales

How are they feeling?

Brands with increasing sales say they’re confident consumers will continue to shop with them and hope their ecommerce stores will be a priority.

One brand said they’re “looking at addressing ways to keep customers coming to us instead of going back to brick-and-mortar.”

Brands with decreasing sales

How are they feeling?

Brands with decreasing sales have mixed feelings about the future. Some feel like their customer loyalty will be even greater whereas others feel that shopping behavior will “go back to how it used to be. Consumers tend to buy [from brands that are] cheapest or [most] convenient to them.”

One way to build customer loyalty is to create a VIP program. Here’s a guide to get started.

Brands with flat sales

How are they feeling?

What will brands with flat sales do once stay-at-home restrictions are lifted? Many plan to focus more on developing their website with specific attention to creating videos and developing blog content.

More resources for businesses affected by Covid-19