SGK Customer Behavioural change with covid-19

CUSTOMER BEHAVIOR IN A COVID-19 WORLDCUSTOMER BEHAVIOR IN A COVID-19 WORLD
…
CUSTOMER BEHAVIOR IN A
COVID-19 WORLD
kmrphotography.com

Who Am I?
Simon Cole
Working with digital and innovation agencies
since 1997.
Across multiple verticals with bands like IBM,
Pepsico, McDonalds and GE.
Lived in the US for 20 years returning to the UK
2 years ago
Wife and 2 kids
CUSTOMER BEHAVIOR IN A COVID-19 WORLD

Re-envisioning your
communication strategy in this
rapidly changing new environment.

…
BEHAVIOURS

Behavior Turned Up To 11
Most of these insights are valid consumer
needs.
COVID-19 has turned that want up to 11
and sped up it’s need from implementation
1000 fold.

Avoiding Physical Interactions
Consumers, by choice or by mandate are
avoiding physical interactions at all costs.

CHALLENGE:
With the removal of physical
interactions, how do you engage and
differentiate your services with your
customers?

Un-Predictable Behavior
Sales of consumer packaged goods (CPG) staples
are surging.
Consumers are stocking up the unexpected:
• Oat milk sales were up 305.5% in the week
ending on February 22.
• In contrast, water sales were up just 5.1%
• Below dried beans, energy beverages & pretzels.
And of course toilet paper!

CHALLENGE:
Can we design for the unpredictable?
Being ultra targeted can miss the mark.
Step back and focus on a few key data
points to drive your engagement strategy.

Empathetic Targeting

Contactless or Frictionless
Experiences
• Consumers strive to minimize human-to-
human contact.
• JD.com and Meituan are experimenting
with end to-end “contactless” solutions
using unmanned vehicles and drones.
• Contactless payments have seen an
increase of usage.

CHALLENGE:
Consumers will be looking for a
contactless or frictionless experience,
which they will get used to.
How can you provide such an
experience?

Monzo Bank
Contactless onboarding
for new services.

Chatbot
Conversational CS from
the Mastercard chatbot.

Community
People looking to each other to find comfort
in these shared community experiences.
A Forrester study found that emotion for a
brand that was "on your side."
That look out for the interests of their
customers build the strongest relationships
and create extraordinary value for their
customers and themselves.

CHALLENGE:
With a surging sense of community.
How as a company or brand can we
become and enabler and relevant to this
consumer emotional need?

Community Support
52% of US online adults prefer to buy from
companies that show how they are protecting
customers against the threat of COVID-19.
Only 24% of US online adults trust that
companies are currently putting their health
and well-being first when making business
decisions.

CHALLENGE:
Starbucks temporarily banned the use
of repeat use cups while still giving the
discount to customers.
How can you modify your CX based on
current sensibilities?

Community Support
• Pret and McDonalds offering NHS workers free coffee’s and meals.
• Brighton FC giving free tickets to NHS workers
• Cuban companies supporting local businesses in the US.
• Zara making scrubs for nurses in Spain.

Community Support

Spending
Consumers in cities including Beijing, Shanghai
and Guangzhou expect the current situation to
last at least another 4 months.
6 in 10 said they are likely to spend the same
amount or more on consumer products in the
next three months compared with the same
period last year but through other channels.
February Re-Hub Survey

CHALLENGE:
Spending is not dropping, just moving
channels.
Can your product or service be procured
through these new channels and are you
communicating this?

Spending
Grocery sales rose by 20.6% in
the last four weeks.
Britons increased their shopping,
with 88% of households visiting a
grocer between March 16 and
March 19, making an average of
five trips each. This meant 42
million extra shopping trips in only
four days.
The average household increased
its spending by £62.92 in March
and London over 25%

Spending
East London brewery Signature
Brew is getting creative to keep the
beer flowing in people’s homes,
creating The Pub in a Box, hand-
delivered by musicians who’ve had
their tours cancelled.
’The Pub in a Box’ for those who
have been asked to self isolate, it’ll
include our core range of beers
(something for everyone), beer
glasses, beer mats, a vinyl record,
a pub quiz, a playlist, pub snacks,
the works.

…
THE NEW REALITY

Online and TV viewership increasing
• Daily time spent with mobile internet rose from
6.1 hours in early January to 6.8 hours during
Lunar New Year.
• Rising to 7.3 hours, when workers were placed
in self-quarantine.
• Nielsen-CC Data shows that TV viewership
grew after Lunar New Year—when there would
normally be a dip.
Quest Mobile

Content Consumption
• Large increase in download of gaming apps
• Increased short form video consumption
like TikTok
• Twitch viewership up by 10% this week
• Internet traffic in UK up 20%
• In Italy, live-stream viewership (in terms of
minutes watched) up 66 percent since
quarantine there began.

CHALLENGE:
Consumers are filling their time with
increased content consumption.
Are you communicating with them through
these channels?

Role of Packaging
• Is your packaging imagery mobile-optimized as
your consumers switch channels?
• Nearly half (47.2%) of US consumers currently
avoiding shopping centres and malls.
• If the outbreak worsens, roughly three-quarters
(74.6%) said they will steer away from
shopping centres altogether.
Coresight Research Feb 2020

CHALLENGE:
With packaging moving channels and to a
post sale role.
Is your packaging elevating the product
experience or your brand engagement?

Marketing
• With home isolation OOH eyeballs are
dropping.
• Changing consumer sentiments and
sensitivities.
• Conferences and events cancelled
Image of our own
advertising

Marketing
Geico’s “Perfect High Five”
KFC “Finger Lickin’ Good”

Live Streaming
From Conferences to Exercise classes to
fashion shows. Moving the experience digital

CHALLENGE:
With physical events and conferences
cancelled and OOH made ineffective
due to home isolation.
Can you shift your sales funnel online?

B2B
More than half of US B2B marketers said that in-person
events and tradeshows were an effective channel for driving
conversions.
Events were seen as more effective than digital channels like:
• Email (48%),
• Product demos (39%)
• Company website (34%).

CHALLENGE:
Are you nimble enough to move
away from your event strategy?
Pivot to produce digital content or
engagements that can still influence
the intended audience.

Environmental
• 50% drop in carbon monoxide
in NYC compared to last year.
• India’s air quality visibly
improving
• Canals in Venice are clearer
and fish returning
• Massive drop in poisonous
gasses in China

CHALLENGE:
With visible environmental benefits,
will there be a push to continue some
of these new processes and habits?

…
IN REVIEW

Have empathy for your customers
current situation and the larger
environment we find ourselves in.
CONCLUSION:

CONCLUSION:
Look at your end to end customer
journey and find ways in which you
can remove friction or contact areas.

How does your product or service work
within new customer channel preferences.
CONCLUSION:

Move your sales and business to
a contactless online experience.
CONCLUSION:

Build your communication strategy to
be community focused, empathetic
and delivered though consumer
preferred channels.
CONCLUSION:

…
THANK YOU & QUESTIONS
Simon Cole
Business Development Director
Simon.cole@sgkinc.com
+44 7584 219235
@simonjcole
Linkedin.com/in/simonjcole

SGK Customer Behavioural change with covid-19

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