Retail messaging during COVID-19: What to embrace right now

With the current pandemic, brands are facing one of the biggest challenges of all times. Mandatory quarantine along with social distancing guidelines have changed how people shop— but this shouldn’t deter brands from communicating with their audience. Some categories are far better positioned to handle this environment than others, but every retailer can take steps to maintain and even build loyalty during these challenging times.

Brand communications have become imperative as retailers search for the best way to engage customers during this situation. It’s no simple task, and people are looking for a variety of things: entertainment, guidance and information. Retail brands can provide additional value through communications; as everyone prepares for the “next normal,” consumers will be searching for guidance on how they can readapt.

Amid a nationwide lockdown, consumers are spending more time in their homes, limiting their trips to brick and mortar stores and shopping online. Brands need to become more nimble and align their retail strategy to changing consumer behaviors. According to the National Retail Federation, more than 50% of consumers have ordered products online that they would normally purchase in a store.

Here are four messaging strategies for retailers to effectively, and consciously, communicate during this COVID-19 retail disruption.

#1 Acknowledge the current environment, rather than gloss over or pretend

When it comes to crafting retail messaging during such uncertainties, marketers must ensure that they address the issue at hand and reflect the tone of the times. Some interesting statistics from MediaPost highlight that COVID-themed emails received more click through rates in comparison to business-as-usual email, indicating that timely and highly relevant messages have stronger appeal. It is interesting to note that delete rates have also significantly jumped during March, reinforcing the higher immediacy and shorter shelf life for communications in the current environment.

What this means is that your COVID-19 messaging strategy needs to be appealing for readers. The subject line, for instance, needs to be thought through from a consumer’s standpoint. Literally including the words “COVID-19” in your subject line or copy is not strictly necessary and may detract from the lighthearted tone you’re striving for. A great example is an email from Nykaa, a premier online beauty and wellness brand which shared an email with the subject line, ‘The face mask secret nobody told you.’ In this communication, the situation is acknowledged subtly, but at the same time, it offers tips to customers on how to pamper themselves at home during the lockdown. Brands must avoid sending out somber messages that cause undue stress.

#2 Consumers are looking for distractions - create content to engage

Retail communication during such uncertain times should refrain from forceful selling, Instead, the communication must be engaging enough to grab the attention of your target audience. Mobile Marketer has seen mobile gaming jump 24% in just two weeks as people are growing more reliant on anything indoors for entertainment. “Helping overselling” is a good strategy to embrace.

Shoppers are responding positively to light-hearted, engaging and optimistic content. Retailers must mix unique content types, such as infographics, articles, videos, recipes, how-to's and more that create vibrancy in the communication. Any content that is aggressively promotional in nature may come across as off-tone during this time.

Brands are switching from a selling model to a content model. Education, inspiration, fun and games are the new promotional trends; this not only entertains consumers but also evokes brand loyalty. Brands must ensure to communicate via customer’s preferred channels like email, social, digital media and push notifications—with the right cadence to deliver value while not seeming overwhelming.

With gyms and sports events cancelled, Nike ensured that they do not leave any stone unturned to engage with their customers. They made their Nike Training Club Premium free to all Nike members and this reflected in their SEO via the hashtag #playinside.

For lack of other distractions, customers are eager to experiment with new things. Retailers must leverage this behavior and provide content that is helpful, relevant and entertaining. Avoid plain vanilla product or savings-based messaging.

#3 Create communications that add to the conversation

Retailers must be cautious and not over-communicate all the wonderful things they are doing. Brands must add something positive to the conversation; they need to be genuine and adapt to support the current crisis. For instance, the Tata Group opened-up some of its Taj Hotel properties to doctors and nurses on COVID-19 duty. This generated a lot of goodwill chatter on social media. Curefit, a popular fitness chain, launched the #MovementForMovement challenge. For whoever completes 12 days of online workout, a contribution of Rs. 100 to the PM relief fund would be made. This was highlighted through their social handles and gave their customers an opportunity to donate. This kind of communication helps customers feel empathetic and be part of the cause.

#4 Make your message count

As a brand, be clear about the purpose of your message. It is critical to prepare for the ‘next normal’ when the lockdown lifts and customers can step out and visit stores. Setting expectations and communicating social distancing measures that will be implemented is vital. This is a great time to build brand affinity and loyalty. Customers are willing to try out new brands based on their convenience and immediate requirement; marketers must leverage this opportunity to get a foot in the door. This creates retention challenges but also acquisition opportunities at the same time.

And, if you’re really looking to plan for the future, don’t segment or target based on last year’s numbers. Rather, focus on the past 60 to 90 days of engagement across channels and purchase behavior. Customers’ buying behaviors are changing, and that may be for a short period of time or for good. In either case, understanding new buying behaviors and leveraging those insights to speak to them is key. Show first-time buyers what you’re able to offer in the long term, and you’ll be in a better position for the future.

Don’t just live in the now without a solid plan to match potential out-of-season inventory or delayed seasonal restock with shopper expectations. Plan for a broad array of customer and store experiences, and let customers know you’ll do your best to ramp up for them quickly, with safety still top of mind.

Taking cues from industry peers is a helpful way to refine your own COVID-19 strategy. Move forward with these recommendations, and you’ll set yourself up for success as we move into the next normal.

Kelly Nickersonthe Vice President for Retail Strategy & Analytics, Epsilon