As society continues to adapt to life on lockdown, brands have a unique opportunity to break out of their standard programming, expand their offerings, and support the rapidly shifting needs of consumers. As reported in a recent newsletter from CB Insights, online use of the terms virtual connections and virtual happy hour spiked last quarter. These trends are great indicators of how many people are looking to go digital as they re-create the familiar in this new, often anxiety-ridden reality.
While what lies ahead is largely unknown, what we do know is that we’re all in this together. As we consider how to address the needs of the collective consumer, we should be asking ourselves these two questions: What are consumers feeling, and what can we do to help? Here’s some inspiration for getting started, as we all attempt to meet each other where we are.
Our society is experiencing collective grief, and consumers are seeking support that can be provided through moments of delight and comfort. For now, the brick-and-mortar experience is not an option—so those moments will mainly come through online experiences and at-home delivery. Brands must focus on how to repurpose their CX efforts in these channels. Things like supply chain transparency, contactless delivery, and curbside pickup can help customers feel supported by retailers as they adjust to their new normal.
Many consumers are feeling helpless and looking for ways they can provide support to those in need. Brand-driven social campaigns increase opportunities to connect with customers and help them offer such support when their ability to give back on an individual level can be limited. Businesses can also give visibility into their own efforts at community assistance, encouraging like-minded behavior and creating a virtuous circle of goodwill. Stopthespread.org is a great source of information on what top brands are doing to help.