Businesses should nurture their relationships with consumers during the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 17, 2020, 3:30 PM UTC

Implementing innovative ways to express care for consumers can help brands acquire new customers and retain existing ones.

Though customers are focusing only on essentials at the moment, brands should not suspend all operations during this crisis. Businesses should use this opportunity to build up their brand image by showing care and concern for society.

A cited study revealed 76% of customers value a company that helps them support a cause close to their hearts. Brands can reward a customer who has donated for the coronavirus cause or build a loyalty strategy by extending the validity of their coupons.

Indian companies like Reliance Industries and Hindustan Unilever are offering free meals and reducing soap prices to support this social cause. The author contends though consumers know that these changes are temporary, its effects will stay for long.

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