Even as a sense of normalcy returns, 'normal' will look much different and marketers must respond."
Until the coronavirus came into our lives, marketers tapped into one enduring truth: People are social beings and want a human connection.
But the unprecedented health and economic crisis has caused a sea change in consumer behavior that has turned marketing — especially retail experiential marketing — on its head.
To connect with consumers, marketers must consider how the pandemic has — and will continue — to reshape our lives. Even as a sense of normalcy returns, “normal” will look much different and marketers must respond.
The New Normal
For brands that leverage experiences as a way to drive awareness and trial, in-store experiences and large, out-of-store brand experiences with crowds are months, if not longer, away. But as we flatten the curve and transition with testing and a vaccine to a more open, less uncertain time, consumers will want — and need — to reconnect with each other and their brands of choice through ‘safe’ interactions and will desire fresh and entertaining experiences that merge the virtual and physical worlds.
Retail experience remains critical to drive trial, education and display. Brands and retailers must embrace new ways to bridge the necessary contactless experiences of today with low-contact experiences in the near term and think differently about what “experiential marketing” means in the long term.
These innovative experiences will engage consumers and drive commerce today — and in the future.
Livestream experiences — Nearly two-thirds of internet users aged 18 to 34 watch live streams and 80% of consumers would rather watch a live video from a brand than read a blog, according to eMarketer. From beauty consultations to cooking demonstrations, livestream events create quick-turn opportunities to offer solutions to real-life consumer needs.
Digital demo experiences — COVID-19 has pushed internet use up 50% to 70% as consumers spend more time online for entertainment and information and to stay connected to others, according to Forbes. A high-quality video featuring well-trained, camera-ready ambassadors interacting with products delivers key messages in the same engaging way an in-store demo does. Delivered through a targeted media campaign with add-to-cart integration where available, these digital demos have proven to drive high levels of product awareness while also driving clear product sales for the sponsoring brands.
Virtual advisors — These SMS-text-enabled, live chats allow personalized, one-to-one brand experiences that include advice to consumers and shoppers in a fully contactless way. Advantage Customer Experience is using our demo carts as secondary display vehicles that merchandise product with signage that instructs shoppers to text a keyword to the designated number to speak to an advisor live.
Augmented reality — Consumers continue to crave experiences and more than half of them are willing to use augmented reality technology to assess products and services, according to Nielsen. Augmented reality powers immersive experiences highlighting product benefits and brand stories, extending the retail and brand experience to homes. And AR has an attractive retail demographic; 41% of AR users have an annual household income of more than $75,000 and 81% are age 44 or younger.
Online grocery pickup and delivery sampling — With sheltering-in-place shoppers pivoting to online grocery pickup, delivery and direct-to-consumer services, sampling programs allow brands to provide product, literature and special offers to shoppers as a surprise-and-delight addition to their shopping bag or delivery box.
Gratitude boxes — Service to our communities has never felt more important. A number of our retail partners have met the calling by creating gratitude boxes of premium products and special offers for their team members and communities. As the impact of COVID-19 subsides, we expect retailers will maintain a focus on this simple act of giving back.
As communities open, the return of in-store trials will be a welcome return to new normalcy — and another strategy in the growing mix of retail experiential options being fueled by necessity and innovation.
