16 April 2020
I found this article and thought I would share it in light of the Webinar Series by Tim Reed, Creating a Digital Sales System, that Northeast HPBA is offering to our members. This excerpt is very insightful and talks about how retailers and small businesses must Adapt to Shifts in Digital Consumption.
The part of the article that I found most valuable begins below:
COVID “has changed the way we internet” showing a significant shift in behavior from mobile to desktop. It's essential to ensure that all marketing messages are consistent between channels and optimized for both mobile and desktop.
More desktop time also means higher email open rates. It's a good time to continue emailing your customers as long as the messaging is considerate, provides real value, and is in touch with the current situation. Now is not the time to drive a sense of urgency around nonessential items.
Take a “crisis approach” to measurement. Create new, more frequent reporting based on the most up-to-date results you can derive. Comparing year-over-year or month-over-month results won't provide an accurate picture of digital marketing performance. Instead, build a day-over-day report beginning March 9. Watch higher-funnel metrics (e.g., engagement rates, click-through rates, brand search volume) at a channel and campaign level so that you can quickly evaluate what’s working and what's not.
Adjust your messaging to show care and respect for the customer’s constantly changing situation. More than ever, we need to be customer-first, and this means understanding what customers are going through right now. Retailers should be aware of the torrent of troubling headlines and support messaging that emphasizes an understanding of the customer’s current needs or mind-set. Review every piece of creative to ensure that it reflects that understanding.
It’s not just a matter of being careful in how you message around COVID — there's also an opportunity to extend a welcome hand by finding creative ways to bring your customer service experience to digital platforms. For example, many home décor brands are offering online interior design consultation as a way to stay connected to customers. Consider ways to shift in-person customer interactions and services online with a focus on providing value to best customers.
Take the Reigns
Above all, know that now is not the time to cut back arbitrarily. Never walk away from communicating with your best customers and best prospects. The retailers that act nimbly and decisively today can uncover unique opportunities to maintain those critical relationships in a time of rapid change and upheaval.
You can RSVP to our webinar series with Tim Reed here. Contact Karen@NEHPBA.org for access to the first webinar in the series.
Read the full article here
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