Now is an opportune time to engage in meaningful dialogues with customers.
Although more than 300 million U.S. residents are under stay-at-home orders, now is an opportune time to engage in meaningful dialogues with customers, encourage e-commerce sales and prepare for store reopenings. While uncertainty exists around timelines for retracting social distancing measures domestically, China’s recent reopening provides optimism — particularly for the fashion industry.
First, continuing communications during the current crisis provides brands and retailers with unique opportunities to convey their ethos, potentially attracting new consumers while enhancing continued relationships. For example, Eileen Fisher, headquartered in Westchester County, N.Y., connected with hard-hit White Plains Hospital, which needed isolation gowns.
Second, digital consumption continues to rise. Quite quickly, seemingly everything has gone online, including routine tasks such as grocery shopping and doctors’ appointments. The serious realities of the COVID-19 pandemic already shifted market trends. Older consumers who previously shied away from ecommerce, for example, now join the majority of Americans spending more time on digital devices.
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