Harvard Business Review suggested marketing actions for retailers to reach and engage customers amid Coronavirus epidemic

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How Retailers Can Reach Consumers Who Aren’t Spending

Reaching Out to Customers – Harvard Business Review suggested marketing actions for retailers to reach and engage customers amid Coronavirus epidemic

Summary:

Harvard Business Review provided retailers with marketing actions they can take to reach and engage customers during COVID-19 crisis. Recommendations include:
  • Analyze Customer Insight – Understand new unmet needs, pain points, new markets in present and those which may arise and remain in future, and meet those needs
  • Communicate About Actions – Inform customers on business operations and what actions company has taken to keep customers and employees safe, such as social distancing measures, sanitation of facilities, and use of gloves and masks, through e-mail and more
  • Adapt Offering To Digital World – Translate value proposition into digital world, providing ways to do business online, such as through electronic payment, online customer engagement, e-mailing customer about new products in stock, and delivering orders via mail shipments or curbside pickups
  • Experiment With New Offerings – Try new products, services and marketing strategies that can be offered even after pandemic, such as Netflix hosting watch parties and restaurants giving access to gift cards that increase in value after vesting, called dining bonds
  • Engage Brand Community – Run contests for customers to suggest possible product offerings, as well as ask consumers to post new ways to use product or content
  • Launch Social Initiatives – Express empathy and implement, as well as communicate, initiatives that can support community during crisis
To read more on article for free, please visit https://hbr.org/2020/04/how-retailers-can-reach-consumers-who-arent-spending
Company: Harvard Business Review (HBR)
Category: Customers, relationships and channels

Original publication date: April 16, 2020

Date last updated: May 4, 2020