Post-Covid-19 marketing is a problem completely renewed by new requirements in customer experience and products when consumer thinking and behavior is having a significant change after 4 months of hanging around at home! How specifically? How to bring businesses along and adapt to these new normals? Let’s learn through 3 consumer trends, experience below!
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1. Customers demand more useful and compatible shopping experiences
In an era where it’s not uncommon to ‘bury your feet’ at home for weeks or even months, ‘migrating’ to the digital environment is inevitable. According to the analysis, the behaviors formed during the lockdown will be the ‘new normal’ trends that will continue even when the streets are busy again! The only difference is that they will need new experiences that are more complete and superior to the temporary lockdown solutions!
E-commerce is one of the first beneficiaries of the impacts of Covid-19. Changes in this sector are also broader than most industries: from touchless payments, touchless delivery, and beyond – integrating AR technology to try on products at home from furniture, lipstick colors to cosmetics products, clothing… to bring the brand ‘amphibian’ between two real and virtual environments.
And with living with a pandemic likely to be a long-term trend, in the next few years, creating a hybrid space between real and virtual (phygital retail) is likely to be the new wave in business models to bring to life. home shopping experiences for the target audience.
Here are 6 examples of phygital retail models in the world you can refer to:
- Curbside pickup: Buy online and come to the place to receive the goods, but you just need to sit still in the car, the staff will give it to you!
- No check out: For example, Amazon Go, only need to use the phone to scan the code once when entering the store. After walking out the door, the system will automatically deduct money from your account based on the products you buy
- AR / VR: Try the product at home
- Endless aisles: buy online, deliver to your door
- Local push: Send notifications/messages to customers in the vicinity about new products in stock
- Cloud store: Reduce costs while testing market potential.
New experiences will completely change consumer behavior and expectations. Accordingly, digital is not simply a sales channel, but further, becomes a channel to maximize customer loyalty and experience!
2. To ‘promote’ purchasing decisions, brands must be in tune with consumers on ‘value systems’
Staying indoors all day also causes many consumers to rethink basic concepts such as happiness, family, and health. Along with spending more time in the inner world, they also begin to have practical actions in changing oneself to aim and become an ideal model.
And brand colouring has also become a new term – brand coloring with contemporary values, most notably ‘dyeing green’ with sustainable values, ‘dyeing in 7 colors’ for gender equality…
At this time, the shopping behavior will not only be influenced by price, but also for deeper values. Shopping is also no longer driven by practicality or self-satisfaction, but more than ever – to strengthen their beliefs and make them a more ‘perfect’ person: buy expensive products more money such as electric cars or vegetarian products, plastic-free solutions…
So, if only running performance marketing strategies sometimes only solve a very small part of the problem. Along with advertising campaigns to increase sales, businesses should consider re-branding to create a value connection between businesses – customers!
3. Enhancing the customer experience in the local community
The lockdowns make the local community more ‘cohesive’ than ever. Think groups, apartment pages, districts/wards… Quite a few groups are created to support each other and serve certain needs. And with the acceptance that the ‘pandemic’ will likely be repeated again and again, these will be the groups that will last!
To maximize the customer experience and win the favor of ‘small communities’, businesses can: personalize messages, advertising campaigns for each group; self-created community networks for convenient care like Bach Hoa Xanh did; use the existing chain of stores to support the community; sponsoring, organizing social programs…
For advertisers, to deploy post-Covid-19 marketing campaigns for community groups, the ability to ‘personalize’ the experience for each customer is the most important priority. Accordingly, skills such as data analysis, automatic setup to deliver messages to the right people at the right time; The same testing capacity will be demanded more and more!
The distances are constantly changing consumer behavior and the way businesses approach. New trends and concepts that are ‘rekindled’ in the previous day will be more and more ‘perfected’ the next day. Also at the outbreak in the previous period, Digit Matter mentioned 3 market trends ‘can’t take your eyes off’ when building a post-Covid-19 business strategy, At this point, a few concepts have begun to change or be further developed:
- From technology application in service to phygital retail
- From human values to the ‘confluence point’ of individual – brand values or optimal experiences for each local community
And so is advertising. Not only performance marketing, but also more holistic strategies are needed to maximize the customer experience across the funnel or create value for the target audience.
For more advice on post-Covid-19 marketing plans and bring the brand back to the growth track in the near future, please take a moment to learn more at 3 suggestions for implementing digital marketing or contact now for consulting support!