According to research conducted in February 2020, more than 75% of consumers plan to avoid shopping centers if the coronavirus (COVID-19) crisis worsens.
And, a recent marketing industry report discovered that once the crisis has subsided, over 46% of consumers will be more likely to buy clothing online and almost 65% will be more likely to head to their laptop or mobile device to buy personal care products.
Shopping online is poised to post exponential gains.
If your customers aren’t already engaging with you online, now is the time to give them the chance. Check out Charmin’s Facebook page. 2020 started with Super Bowl ads and pre-Oscar Awards posts and quickly evolved to show scenes from the factory floor in the wake of toilet paper shortages. Their website is packed with content, and some of it is gated. Despite a product shortage, Charmin is engaging with their customer base.
Savvy marketers know that first-party data is the make-or-break element of a solid marketing strategy. Reaching consumers directly with relevant messages is the key to keeping existing customers happy and welcoming newcomers.
It’s time to produce that newsletter, launch gated coupon offers, and test other content to engage your customers.
Once you’ve collected more, current first-person data about your customers, you’ll need to interpret it, and refocus. Using a customer data platform is the fastest and easiest way to transform your first-person data into actionable insights.
Is your company harnessing the power of first-party data?