The COVID-19 pandemic has changed the entire world exposing it to challenges that never existed. The retailers have not been untouched with the effects of the present challenging times. With the physical stores closed and supply chain fluctuated, more and more of the retailers are moving to digital commerce.
Millions and millions of people are researching products online. Though the retailer do have the product, they are at times less discoverable online. Thus, Google has come up with a comprehensive guide that creates an ecosystem where consumers can find the products they need from anywhere. Thereby, helping the retail businesses navigate through COVID-19.
Explore how retailers can better manage their online stores, adjust their marketing campaigns, and be available to customers whenever needed. Here is a sneak peek into the report to help retailers and brands adapt in a dynamic environment.
1. Using consumer insights to guide your approach
The necessary measures to manage the pandemic have disrupted the global economy and altered consumers’ expectations, habits, and purchasing behaviour. Here are three high-level consumer behaviours trends noticed:
a. Connecting with the world online is more important than ever and consumers are using multiple devices to do so.
b. With retailers adapting to delivery or online models, people are looking for clear, specific information to meet their essential needs.
c. Consumers are adjusting their routines and schedules to meet the demands of the time.
2. Managing your storefront
In the current changing environment, the very first thing your customers are looking up for is ‘recent updates.’ Be current and transparent with what you share with your audience.
Update your business information and share timely status about your business. Keep your inventory up-to-date and consider flexible delivery options.
With customers locked down at their homes and shopping online more frequently, optimizing your site for e-commerce has become more important than ever. Have an easy-to-navigate sitemap and don’t forget to check your website’s speed on both desktop and mobile.
3. Evaluating and Adjusting Your Marketing
In today’s rapidly changing business environment, it becomes crucial to have the marketing strategies that adapt to the change in consumer preferences and habits.
Find insights that are relevant to your business, understand demand in real time and adjust your marketing campaigns accordingly. Understand your existing customers and try to find new customers by optimizing your campaigns using real-time signals.
Don’t forget to review your performance on an on-going basis and make changes as and when required. You can also go for pilot projects or MVPs to help understand consumer’s reaction towards your marketing efforts.
4. Helping Your Customers in New Ways
Let ‘customer needs’ be the guiding factor while formulating your marketing campaigns/strategies. Brands that are helpful to their customers will have an opportunity to stand out above the rest.
Adjust your creative and media campaigns for context and tone and continue to reassess your marketing campaigns accordingly.
5. Preparing for What’s Ahead
Like we mentioned earlier, being transparent is the key! Be transparent and communicate with your employees and customers about business updates. Adapt to long-term changes in the consumer behaviours and remaining flexible to their needs can help retailers sail through the storm!
For the full report, download the ‘Navigating your retail business through COVID-19’ retail guide.