At the height of the “shutdown” that began in late February, retailers were very unsure how COVID-19 would impact their business, their employees’ lives as well as their personal lives. Many brands reduced print, cut expensive marketing programs, and went to remote working almost immediately. There is no overstating the overwhelming effects of the COVID-19 pandemic on our personal and professional lives.
Now that we have nine months behind us, what have we learned? Well, the American consumer generally doesn’t stop shopping; they just shop differently.
It’s vital to understand and recognize that your customers’ needs change during a disruption of this magnitude, and it’s incumbent on the brand to respond by fulfilling them in unique ways. When brands better understand the nuances of changing customer behavior, there is opportunity to react differently to drive a stronger position to offer relevant and timely merchandise messaging and thus drive stronger demand.