How do we describe these times? That peculiar phase when the factories stopped, offices were shut and the streets remained empty not because we humans asked for it but nature spelled it that way for all of us. These are times when greyer economic skies were anticipated for 2020 but the COVID-19 pandemic threw itself in to greatly disrupt economic activities in almost every country while simultaneously triggering behavioral changes across societies.
The pandemic has indeed redefined the norms and brought indisputable transformations in every realm possible to an extent that has no historical precedent. Change isn’t coming; it’s already here and COVID-19 has brought it to our doors at breakneck speed and businesses are feeling it. Countries had no option but to go into lockdown. International trade slumped, and supply chains that brands rely on faced huge upheavals.
Today, the world is in pursuit of new business models. Accordingly, for many companies, deliberations in Zoom video meetings have substantially shifted from how does our brand “grow” to how does our brand “survive” this year and brainstorming on the future turn of events in the aftermath of COVID-19 crisis. As such, marketers are known to dedicate themselves to understand the changes that take place in consumer behaviour and motivations from time to time. Hence, one would guess that in the current situation, the marketing community is better placed than most to understand what kind of solutions are needed to tackle the disruptions caused by the pandemic. Although there have been rapid changes in recent times, it’s somewhat hard to figure out which changes will be sustained.
Nonetheless, consumers’ priorities have shifted and marketing strategies should be able to reflect on that. As per research by McKinsey & Company, consumer sentiment varies greatly across countries impacted by COVID-19. There has been a shift towards mindful shopping in these times. Further, more than 60% of global consumers have changed their shopping behaviour mostly for convenience and value. Many customers have also revealed that they plan to continue online shopping even when brick-and-mortar stores reopen.
Undoubtedly, some pre-existing trends have been expedited as a result of the on-going COVID-19 crisis. These include online consumer activities, demand for sustainable goods and services, and digitally-enabled business transformation. This would call for reforming, holistic and breakthrough thinking to guide strategic plans and marketing messages, going forward.
As a first, brands would need to prepare themselves for consequent changes in customer experience; they need to gear up for truly contactless environments that enable meaningful customer engagement, and embrace digital transformation as people adapt to a “new normal”. A case in point is India’s automobile industry which has been reeling under the impact of the pandemic. The entire focus of the industry has shifted to rapid digitisation of the retail channel and development of contactless means of engagement. In June, Hero MotorCorp, India’s largest two-wheeler manufacturer, launched eSHOP, a digital platform that enables seamless sales and service, eliminating the need for physical walk-ins. Similarly, Dial-A-Ford allows customers to schedule test drives and bookings at their doorsteps! Several such initiatives by leading automobile manufacturers are shaping up a new ‘phygital’ engagement channel that reflects allegiance towards their brands under new realities unleashed by COVID-19.
At this juncture, rather than being opportunistic, brands should engage in more mindfulness, authenticity, and value that helps them stay true to their roots and also embrace the wider sense of community in this extremely difficult time. Reckitt Benckiser (RB), which owns the brand Dettol, came up with an advertisement amidst the pandemic that indicated that bar soaps weren’t as effective as Dettol’s liquid soap for washing hands. Hindustan Unilever Ltd. (HUL) took RB to court over the ad which seemed to disparage its Lifebuoy brand of soaps. Apart from the fact that the advertisement showed a bar soap with the same colour & configuration as Lifebuoy, HUL also put forth the contention that RB propagated false claims in contravention to WHO’s guidelines which promoted soap and water as an effective method of protection. In light of the concerns raised by HUL, RB finally had to take down the advertisement.
The post-COVID-19 era will put the resilience of brands as well as their ability to scale on the stand to testify for their relevance in a changing environment. Presently, more than ever, consumers want that they invest their time and money in brands that are doing the right thing, even when it is the hard thing to do. Companies that knit their communication around a fundamental bond base and align strategies quickly will penetrate through and have better growth opportunities at hand. Last but not the least, optimism must prevail and brands should continue to hang on to hope and positivity for a better tomorrow and to ultimately deliver what they stand for.
Views expressed are personal.
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