Customer behaviors are changing during the coronavirus pandemic, and an analysis from BrightEdge finds emotional experiences are increasing with brands and consumers. The role of digital is highlighted in the analysis, and safety and social distancing are having an effect on searches.
The Knot Worldwide CMO Dhanusha Sivajee talks about how the pandemic and social distancing has affected the wedding industry, with smaller ceremonies and postponements. The company has set up a global hotline for couples and vendors, is offering small-business loan advice and is providing $10 million in financial assistance aimed specifically at vendors.
The coronavirus pandemic forced General Motors to speed up its processes for faster production and accelerated online shopping and lead generation, says Chief Marketing Officer Deborah Wahl. The auto manufacturer is looking into localized addressable advertising as states reopen, analyzing upfront advertising commitments and shifting messaging from concern to "joy and optimism," she says.
Snapchat released a "Breaking Stereotypes" series of lenses to mark Asian Pacific American Heritage Month that are available via its desktop app, Snap Camera. The series, with artwork created by Snap's pan-Asian employee group, flips hurtful comments heard by Asian Americans into positive statements.
MLB's current strategy for consumer engagement rests on its MLB Vault Instagram channel featuring live conversations among fans and players, classic games and original programming, writes David Cohen. Barbara McHugh, senior vice president of marketing, says the league had to pivot quickly in light of the pandemic and noted a benefit of player engagement is that "they come to us with ideas looking for opportunities to engage fans."
Beauty brands are leaning on digital e-commerce during the coronavirus crisis and some brand leaders expect omnichannel retail to be the way ahead when store closings ease. "Nearly all beauty brands agree that digital e-commerce needs to offer a richer experience, while brick-and-mortar stores must provide customers a compelling reason to shop in-store," writes Emma Sandler in this roundup of predictions.
E-commerce as a percentage of total US retail sales grew from 16% to 27% in the first eight weeks of the pandemic, according to industry newsletter 2PM, and the growth has been a boon for niche players. Eyeglasses seller Warby Parker, beauty brand Glossier and online vintner Empathy Wines have all benefited from the shift to online shopping.