The outbreak of the corona virus changes the world and also consumer behavior. Buyers are torn between insecurity, hamster purchases, financial and health problems. The corona crisis is also having an enormous impact on e-commerce.
As an online retailer, it is important to consider the currently observable consumer behavior and possible future effects. Therefore, short and long-term marketing strategies should be adjusted accordingly.
In this article, Oliver Wilke, VP Global Sales & Client Services at Audience Serv, shares 9 marketing tips for online retailers to help them overcome the corona crisis with the right strategy.
9 Marketing Tips for E-Commerce During the Corona Crisis
TIP 1: UNDERSTAND CURRENT NEEDS
The living situation changes people and their buying behavior. While so-called “hamster purchases” are slowly declining, consumers are still buying in stock. These trends pose major challenges for online retailers. Even the world’s largest retailers are struggling to meet unprecedented consumer demand. But what exactly do people buy and how should you adapt your strategy to customer needs?
Many statistics show that consumers use isolation to positively change their lifestyle. The categories of fitness, health and smoking cessation are increasing. The end consumer is also interested in practical and currently necessary products. Concentrate your offer on the fastest growing product categories during the COVID-19 crisis.
TIP 2: LIST PRODUCT CATEGORIES ON THE WEBSITE
The corona crisis is changing the type of products that consumers suddenly want to buy. While some customers know exactly what they want, other customers need inspiration and a guide to new relevant products. Show the visitor the options on the website and categorize your products for a better overview. Thumbnails, longer titles and possibly even descriptions of the subcategories make it easier for the customer to choose.
TIP 3: SELLING SUBSCRIPTION BOXES
There is no doubt that COVID-19 affects many online companies. It is important to understand the current situation and the online shopping behavior of customers. The priorities are changing now. Instead of focusing on selling luxury items, you can offer subscription boxes that provide customers with helpful products. With these types of offers, sales can be maintained. Use your digital opportunities and find new ways to inspire buyers, strengthen your brand and win buyers’ trust.
4. TIP: OFFER FUTURE DISCOUNTS
Cash flow problems are now compounded by the lack of store customers. One possible way to maintain cash flow is to sell discounted gift cards. Discounts can attract attention and boost sales. In a way, the discount offers the best of both worlds: buyers save money and businesses generate more sales. Such discount campaigns can be ideally shared in an email campaign. Such campaigns are also perfect for attracting new customers to your company. By choosing the right target group, the ideal approach and the best time to send it, successful new customer advertising can be carried out.
TIP 5: REDUCE SHIPPING COSTS
Whether your company sells digital products or physical items that need to be shipped. Now the global supply chain relies on proper logistics and shipping management. Because of this, your order management process may suffer due to the current COVID 19 situation. In order to reduce shipping costs in this current scenario, it is important to implement an efficient shipping strategy in your e-commerce website.
TIP 6: CANCELLATION FEES DURING THE CORONA CRISIS
Many elements of the shopping experience have changed as the corona virus spread. As a result, large retailers are adjusting and extending the return periods. So the buyer does not have to worry. Guaranteeing an e-commerce return policy can seem problematic. But it is also a great opportunity to win satisfied customers in the crisis.
TIP 7: BUY ONLINE, PICK UP IN SHOP: SOCIAL DISTANCE SHOPPING
Social Distancing is the right fight against the coronavirus pandemic!
Therefore, you should set up on BOPIS models (Buy online, pickup in-store model). This enables the customer to buy products online and collect the items later in the store. With this approach, you can avoid any direct contact between people and continue to offer your goods.
8. TIP: OPTIMIZE PPC CAMPAIGNS
The coronavirus pandemic will define 2020. With the spread of the virus, we have seen changes in every aspect of our daily lives. Even with Google SERP, the search methods have changed significantly in this crisis. Advertisers know too well that COVID-19 has impacted PPC marketing campaigns in many industries. It is therefore important to understand how to adapt to these rapidly changing trends in e-commerce.
PPC professionals and marketing experts around the world are trying to deal with the changes in behavior. This is challenging due to the lack of historical data. Here you have to approach the PPC situation somewhat creatively: examine trends, share insights, exchange ideas and consider the situation seasonally.