What’s even more frustrating about all of this, is the reality that these changes are temporary solutions brought on by external factors that are largely out of anyone’s control.
If we look at predictions about consumer insights and behaviours, it’s clear that people are adapting and businesses need to follow suit. So, now is the time to start asking ourselves, how do we prepare for when the special circumstances begin to mould into a new set of “norms”?
While there is no “one size fits all” answer, there are emerging consumer trends that can help guide and inform decisions for companies that are preparing for business after the pandemic:
The ways in which the public experiences social interactions, events and day-to-day routines may be inconsistent and therefore unpredictable.
Communicate often with your clients. In order to sustain a high level of trust, they will need a strong understanding of how your business is addressing their concerns and considering their fears. Keep an open dialogue as changes occur, and exercise transparency and a willingness to involve them in the decisions that are being made as much as possible.
Customer expectations will be higher than ever before – and they will transform with the tides of government regulations, media and social influences.
Train your staff and enforce an efficient change in management procedures. Consider their perspectives and accommodate as many contingencies as you can. Most importantly, ensure that your team members are supportive and aware of how to communicate these changes in a positive and effective way.
Product and service demands will continue to fluctuate frequently and drastically.
Focus on your digital presence. Traditional advertising methods are not dead – but they definitely take time. Online advertising is an approach that is highly visible and can pivot at a moment’s notice. Furthermore, consumers are less hesitant to make an online purchase because the risk of being exposed to the public outweighs the risk of ordering the wrong shoe size. Ensure that your business can mitigate these risks, and get a campaign started as soon as possible.
Keeping an eye out for consumer marketing trends will help you make informed decisions for your business. If you are a local business, the best way to follow these trends is to analyze the network of businesses around you.
If you are able to reconfigure your business to enhance flexibility, you will find it easier to adapt to the wave of emerging trends and successfully market your business post-COVID-19.