2.1 Communicating Purpose

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‍Acceleration of past behaviours

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The pandemic has brought to an acceleration of past consumer behaviours. People are now more confident using e-commerce and online delivery, consume more e-entertainment and tend to favour brands they can trust.

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The pandemic has made people more selective in their choices, adopting a more responsible and cost-effective way of purchasing.

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How customers get information:

• Redefinition of the channel mix: strong increase in the use of digital channels, online search, e-commerce and review platforms.  
  

• The decline of in-person engagement and offline advertising, temporary rise in TV advertising.

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Where customers purchase:

• Channel mix reevaluation customers buy increasingly online, e-commerce is more used and trusted.
  

• On-the-go consumption declines Physical shopping spaces are selected for proximity to home, increased safety and hygiene and reduced queuing.  
  

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What customers purchase:

• The decline in discretionary spending, higher price sensitivity, general trading down.
  

• Basket re-composition: larger baskets, more essential goods, grocery, health products.
  

• Format polarization: buying larger or smaller packs and reducing shopping frequency.

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What customers value:

• Customers value brands they can trust and that are making a positive difference in the fight against the pandemic, that take responsibilities, that act sustainably.
  

• Change in the hierarchy of needs: health and hygiene as new priorities, sustainable, meaningful and local products.
  

• More value for privacy, especially when it comes to online shopping.
  

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What Brands can do Online

A new purpose

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Consumers have changed behaviour, needs and want: the way we engage with our customers online needs to be adapted. To be successful brands need to be resilient, apply innovation and be driven by a purpose: they must embrace the change in consumer behaviour, who's spending more time online than ever before.

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Consumers are staying online to engage, learn and connect.

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Engage

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The engagement has seen a dramatic rise as stay-at-home has shifted people's interests and hobbies. When engaging with customers online, try to keep an authentic voice letting them know who is behind your business.

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Don't forget to:

• Be an authentic voice
• Bring authenticity through experiences
• Keep your business top of mind

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Learn

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People spending more time at home are more interested in exploring and learning new things. TikTok shows us how Millennials and GenZ are turning to social media to have fun but also to be part of movements, follow along with other people who they admire. YouTube has seen a huge rise in people learning along with celebrities or normal people through videos.

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Don't forget to:

• Showcase craft, expertise and USP.
• Tell your online story
• Create an audience through new channels

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Connect

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There are so many opportunities to engage and connect with people online. For those who struggle to have the same number of customers, creating digital experiences can help boost engagement.

• Create meaningful connections
• Playful innovation and discovery
• Enhance digital experiences

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Virtual shopping at Rock Paper Scissors

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Our virtual shopping experience is available to book via our website. Hear more from Liz about this new service and how it will make your lockdown shopping so much easier and better.

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Purposeful online shopping at The Good Luck Beerhouse

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The beerhouse is donating 100% of the revenue on selected beers purchased through the website to help a local elderly home who has been heavily hit by the pandemic.

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Review the pillars of the brand

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The pillars of the brand define your brand's perception and are the base on which you can create your products. Analysing what is relevant for your audience now compared to the past, and reshape your pillars around the new needs of your audience. Focus on:

• Values

• Brand Positioning

• People

• Managing Change

• CSR

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Renew the message

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Finally, renew your brand message and decide what tone of voice you want to adopt to be relevant to the new needs of your audience:

• Focus on how your Tone of Voice, adapting your Communication and your visual language.

• Engage with Brand Ambassadors that can easily promote your Product Segments and have an affinity with your Key Audiences.
  

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