3 communication strategies during the pandemic
Posted: Mon Jan 20, 2025 10:14 am
As the coronavirus presented new challenges for people around the world, consumer spending habits changed dramatically and retailers scrambled to adapt.
Demand for groceries and food delivery skyrocketed, while spending on clothing, beauty, entertainment and toys took a significant hit.
While many retailers found their websites to be their only storefront, businesses deemed essential faced a unique set of challenges. Sharp, unexpected increases in sales of items like hand sanitizer or flour, combined with supply chain disruptions, led to product inventory shortages.
Safety and social distancing protocols, vp facility manager email database including store closures and changes to business hours, had to be implemented and communicated to customers.
A line drawing of a shipping box is superimposed with a blue magnifying glass search icon. Queries around in-stock items grew by 70%, and searches for store closings grew globally by over 300% in the last week of March.
Photo translation: <Queries about in-stock items grow by 70% and searches for store closures grow globally by more than 300% in the last week of March>
Meanwhile, anxious customers want to know when a store is open and whether the trip is worth it before venturing out of their homes. Google Search data reveals that queries about in-stock items increased by 70%, and searches for store closures grew globally by more than 300% in the last week of March.
For example, searches for “clothing stores open” increased globally by over 900% year-over-year. Top searches include “Are there any clothing stores open near me?” and “when will clothing stores open.”
With so much changing every day and so many questions, it’s no wonder retailers are reporting an increase in customer call volume.
Some retailers are using custom messaging solutions and personalized communications as a way for customers to quickly get the information they need. And at the same time, they are building relationships that will last well beyond this pandemic. Below are three customer communication strategies these retailers have used. They are helpful for any retailer preparing to reopen.
The information that customers want most
With rapidly fluctuating inventories and temporary store closures, customers need real-time information they can trust. In response, many brands are posting important information on the homepage of their websites, on their Google Business Profile, and through on-hold messages in call centers.
And customers are grateful: New research found that 50% of U.S. consumers say brands can be more helpful to them right now by setting realistic expectations regarding the availability or impact on their products and services.
A line drawing of a box truck making a delivery. 60% of customers say that stores can be helpful by investing in services like curbside pickup and delivery.
Photo translation: < 60% of customers say that stores can be helpful by investing in services such as delivery and personalized home deliveries.>
Beyond product and service availability, retailers must also communicate how they are responding to the different ways people now prefer to shop.
Sixty percent of customers say stores can help by investing in services like delivery and curbside pickup. And searches for “delivery and shipping” grew globally by more than 3,000% year-over-year.
As retailers offer alternative methods to in-store shopping, communicating updates is critical to ensuring a seamless customer experience, especially for first-time shoppers, who account for 15% of those who have used curbside pickup since early March.
As consumer behavior changes, over-communication comes in. Your customers will thank you for it.
Demand for groceries and food delivery skyrocketed, while spending on clothing, beauty, entertainment and toys took a significant hit.
While many retailers found their websites to be their only storefront, businesses deemed essential faced a unique set of challenges. Sharp, unexpected increases in sales of items like hand sanitizer or flour, combined with supply chain disruptions, led to product inventory shortages.
Safety and social distancing protocols, vp facility manager email database including store closures and changes to business hours, had to be implemented and communicated to customers.
A line drawing of a shipping box is superimposed with a blue magnifying glass search icon. Queries around in-stock items grew by 70%, and searches for store closings grew globally by over 300% in the last week of March.
Photo translation: <Queries about in-stock items grow by 70% and searches for store closures grow globally by more than 300% in the last week of March>
Meanwhile, anxious customers want to know when a store is open and whether the trip is worth it before venturing out of their homes. Google Search data reveals that queries about in-stock items increased by 70%, and searches for store closures grew globally by more than 300% in the last week of March.
For example, searches for “clothing stores open” increased globally by over 900% year-over-year. Top searches include “Are there any clothing stores open near me?” and “when will clothing stores open.”
With so much changing every day and so many questions, it’s no wonder retailers are reporting an increase in customer call volume.
Some retailers are using custom messaging solutions and personalized communications as a way for customers to quickly get the information they need. And at the same time, they are building relationships that will last well beyond this pandemic. Below are three customer communication strategies these retailers have used. They are helpful for any retailer preparing to reopen.
The information that customers want most
With rapidly fluctuating inventories and temporary store closures, customers need real-time information they can trust. In response, many brands are posting important information on the homepage of their websites, on their Google Business Profile, and through on-hold messages in call centers.
And customers are grateful: New research found that 50% of U.S. consumers say brands can be more helpful to them right now by setting realistic expectations regarding the availability or impact on their products and services.
A line drawing of a box truck making a delivery. 60% of customers say that stores can be helpful by investing in services like curbside pickup and delivery.
Photo translation: < 60% of customers say that stores can be helpful by investing in services such as delivery and personalized home deliveries.>
Beyond product and service availability, retailers must also communicate how they are responding to the different ways people now prefer to shop.
Sixty percent of customers say stores can help by investing in services like delivery and curbside pickup. And searches for “delivery and shipping” grew globally by more than 3,000% year-over-year.
As retailers offer alternative methods to in-store shopping, communicating updates is critical to ensuring a seamless customer experience, especially for first-time shoppers, who account for 15% of those who have used curbside pickup since early March.
As consumer behavior changes, over-communication comes in. Your customers will thank you for it.