It is a fact that the restrictions created by the new coronavirus pandemic have completely changed the way the world “works”, especially in business. New concerns, both regarding economic issues and health, are causing profound changes in consumer habits, requiring companies to reinvent themselves to continue selling during the quarantine and rethink their post-quarantine strategy.
If you have been following our latest articles, you will have noticed that, at this time, concern for the correct approach to customers needs to be one of the priorities of corporations that wish to prosper or, at least, remain at the same level during this delicate moment.
Read the text and understand!
The order of the moment is to HELP!
The biggest challenge for companies during this time is to be able to maintain business without losing focus on people. At the same time, marketing in times of pandemic It is extremely important to be present and survive, one must be aware that the world and individuals are going through a time of extreme financial difficulty and adaptation to new habits, so there is no point in continuing with the same approach that was used before.
According to some studies that are being released by corporations specialized in communication, the companies that are trying to help the community, in some way, to get through this moment more calmly are the ones that are on the right path to survive and, in a way, reach new people who will be very valuable when all this is over.
Following this line of reasoning, there are numerous approaches that brands are using to help their customers. Check them out:
Show concern for people and healthcare professionals
According to a survey conducted by the global communications agency Edelman, with around 12.000 consumers from 12 countries, including Brazil, the expectation of those interviewed is that brands, as previously stated, focus their efforts on carrying out actions that help face the challenges imposed by Covid-19, from protecting the well-being of their employees and customers to changing the price list of their products and services.
For 62% of Brazilians interviewed, the country will not get through this crisis without the private sector playing a critical and active role in addressing the challenges imposed, in order to encourage people to follow the recommendations imposed by health authorities, effectively helping the population, whether by producing alcohol gel and masks to be donated (as is the case with Ambev's actions, which produced and donated to hospitals and customers), donating products to health professionals who are on the front lines of fighting the disease, as was adopted by Vigor Alimentos in São Paulo, or even by using its media to transmit information and raise awareness about the precautions that must be taken.
To top it off, 71% of respondents also agree that if they perceive that a brand is trying to profit too much from the situation, they will lose trust in that brand forever. This means that the help must be genuine, otherwise the return may be the opposite of what was expected.
Offer special purchasing conditions for customers affected by the crisis
According to the Brazilian Institute of Geography and Statistics (IBGE), around 1,2 million Brazilians became unemployed only in this first quarter of quarantine, with the risk of increasing even more if the situation is extended for much longer. Therefore, many people are not in a position to spend on expensive products that are not on the list of everyday necessities. For this reason, it is time to think about whether your company can offer better conditions for purchases, shorter contracts, more attractive cancellation policies or other conditions that meet the new needs of the population.
Airbnb, for example, has implemented a new cancellation policy, allowing its users to cancel their reservations without suffering penalties. Another example is that of Sugar Loaf, one of the largest food companies in the country, which is using its e-commerce to offer special conditions for seniors, whether in service or priority delivery of products.
Adapt the business model
As everyone knows, this is a time that demands a great deal of adaptability, which is no different for service providers, who are in high demand at this time. IFood, for example, which, like other delivery platforms, has seen its demand increase significantly since the beginning of the quarantine, is offering a different way of delivering food, with the option of “contactless delivery”, which is being very well received by consumers.
Promote actions that have a social impact and demonstrate a certain empathy on the part of the company
One approach that has been used by large companies in the e-commerce sector is to make their platform available so that small and micro companies that are now entering the online sales sector can sell their products.
An example of this is the Magalu partner, a platform created by Magazine Luiza so that self-employed individuals, micro and small retailers can sell their products for free during this period of social isolation. Instagram itself, one of the most used social networks in the world, is another example, as it also made changes to its platform to help people who created profiles to have greater visibility among users.
Google Shopping is also making the platform available free of charge for e-commerce.
Change in tone of communication
As you saw earlier, a change in tone is also extremely necessary at a time when people are as vulnerable as they are now. Some brands, such as Mercado Livre and the NBA, have changed their visual identities to reflect what is important for people to do during the pandemic.
In the case of the digital sales company, the traditional “handshake” logo was transformed into an elbow bump, which is recommended by the Ministry of Health at this time. The world’s largest basketball league replaced the image of Jerry West, one of the greatest players of the Los Angeles Lakers, with the silhouette of a person lying down using a computer, referencing the issue of staying at home during quarantine.
There is no escape! Change is necessary to survive!
At the current moment, there is no way to leave everything that is happening aside and continue with the same approaches used before it all began. Change is essential for those who want to leverage growth, especially when it is all over.
In a new scenario for everyone, it is certain that the best solutions will be found little by little, as there is no ready-made formula, but the most important thing is that brands are focused on the new needs of consumers and understand that the world has changed.