Building trust during the pandemic drives long-term loyalty


As most US states are opening up again, it is easy to consider removing temporary coronavirus policies. Instead, online businesses should focus on retaining customers and addressing issues. According to Ipsos, a leading data provider, 78 percent of consumers who have tried a new brand or product will continue to use it.

Now it's time for e-commerce to strengthen relationships with buyers. Consider the following pointers.

To pursue long-term loyalty

Remember what is important. One-third of global consumers, including 27 percent in the United States, have already penalized trademarks that they believe have failed to respond to Covid-19. This is according to the Edelman Trust Barometer 2020. It is crucial to consider what is important for both your customers and the community.

Put people first. Edelman says that brands that place profits before people during the crisis will lose confidence. In the United States, 69 percent said such companies would lose their trust forever. Put people first.

Recognize changes in purchasing behavior. A new Google study revealed that 84 percent of US consumers' loyalty depends on how brands behave today. Buyers pay more attention to a company's overall tone during the pandemic.

Get personal. It's more than addressing buyers by name or remembering the product pages they visited. Think about how you can help them personally. For example, Fitbit offers 90 free days with its premium app content to users, and Nike released an app to help consumers work out at home.

Nike free training on the website

Nike is just one of many companies offering free content during the pandemic.

Showcase products. I recently explained how incorrect inventories cause unnecessary stress. Make sure your home and landing pages have goods that are ready to be delivered.

Deal with high demand, out-of-stock items with positive messages.

Charmin page explaining how they make more toilet paper, with email registration to be notified.

Charmin explains how it works hard to get more toilet paper on the shelves.

Keep standard product prices. Consumers understand supply and demand. But also perception Pricing can irreversibly damage a company. Explain inevitable price increases to customers.

Minor check-out requirements. Asking for unnecessary information creates a potential roadblock. Help shoppers win through checkout.

Learn more about new customers. Covid-19 may have changed your target audience. Analyze the demographics of your buyers and buyers (via chat logs) over the past two months. Determine if your audience has changed, potentially increasing your reach.

Talk to your audience. Unless you cater to advanced professionals, your buyers probably don't use terms like "never seen before" and "interruptions in the supply chain." Try instead:

  • "These are hard times."
  • "We know that times are confusing."
  • "Our suppliers are trying to keep up with demand."
  • "Manufacturers work around the clock."

In short, write at the level of a ten year old.

Create a sense of community. More than ever, shoppers want to feel appreciated. Include them in your brand's "family" via:

  • Encourage buyers to share experiences beyond what you sell. A bookstore can share user-generated content about the children's story or enjoy a novel at home.
  • Provide free downloads or tips for positive activities.
  • Share videos with your staff at home during pandemic-driven routines.
Mattel's creative area for free family fun. The slogan read - Play is never interrupted.

Mattel created a "Play is never canceled" area for free fun.

Many see changes in the latest shopping behavior as the new normal. It remains to be seen. However, addressing customer problems now will strengthen your brand and your business in the long run.



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