Faced with new consumption habits due to containment, digital marketing is the main solution to maintain the link with consumers. While the company is content to curb the expansion of COVID-19, retailers find themselves in a tough battle to try to cope with this consumer blow. This sudden crisis is accompanied by new challenges, different in each sector and with their own peculiarities: while physical establishments in sectors such as beauty, fashion, sport or home have been forced to close their doors, d others like supermarkets or pharmacies are always open. In any case, they must all reinvent themselves. Consumer habits have been forcibly changed and the online channel has quickly become the most impactful lever because it is the most accessible in these circumstances. In such a changing environment, it is essential that retailers assume great adaptability and improve their online resources, where marketing digital will be essential to retain potential customers.
1. Boost your online communication
That traders have or not an e-commerce site, communication for Ohio Business Search through digital channels will be a central concern in this period: one thing is certain is that consumers consult online to stay informed and Supply In the case of merchants who have been forced to close their establishments, this channel will be their main asset in order to continue generating revenue and retaining their customers, while supermarkets and pharmacies will have to diversify their demand between online and offline channels. Line in order to serve it effectively.
2. Local audiences for a quality impact
Confinement at home leads to a limitation of mobility, because if citizens are going to buy essential products, they must do so in the nearest establishments. It is for this reason that when designing a digital marketing strategy during this period, it will be essential to segment by geolocation in order to have an impact on a target close to the points of sale.
3. Extend your reach to an interested target
One of the great advantages of the online channel is the large amount of information it provides on the interests of users, which allows them to profile and hyper-segment campaigns marketing. The objective is to reach users who have viewed products similar to your offer and who have shown an interest in your category in order to increase the conversion of your actions.
4. Choose the most appropriate formats
The profitability of advertising on physical media such as billboards has considerably decreased for obvious reasons and the distribution of printed brochures has been interrupted: it is time to focus on formats in online as an alternative to continue communicating your content and updates. Businesses should use online formats that quickly drive consumers to their physical stores if they are open and your site is e-commerce. A dynamic catalog, for example, makes it possible to update the content in real time according to the available stock; it may contain hyperlinks that redirect consumers to your online merchant site.
5. Be flexible and maintain constant communication with your customers
If retailers really want to retain their customers, it is necessary to ensure fluid and transparent communication to convey a reassuring message and publicize the measures that the company is taking in this regard. . This will be done through the different channels of the business or even by adopting new channels if necessary. Consumers must feel supported by businesses, and businesses must become facilitators and help them make this difficult situation more bearable. It is necessary to be flexible and to give solutions to problems that may arise due to confinement (deliveries, returns, exchanges, etc.). The customer relationship service becomes an essential engine that helps build trust.