Brands must develop dual strategies to recover brand and customer journey upended by COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 22, 2020, 3:09 PM UTC

86% of consumers are willing to pay more for better customer experience, as per Salesforce and PwC research.

This article notes with COVID-19 upending customer experiences; brands must think beyond short-term fixes and develop twin strategies to recover brand and customer journey. While ecommerce solutions and ensuring better stocks, were relevant at the onset, brands must become better for consumers in the long-term, Charlotte Lo of BBH says.

Lo adds, investing in better consumer experiences can help brands regain customer confidence. Faced with uncertainty around recovery, brands must reassess their roles in people’s lives and maintain a presence by doing more for consumers.

Reimagining propositions across different situations can help brands leave a positive impression in the consumer’s consciousness. For example, Leon’s Feed Britain initiative delivered family-sized restaurant meals directly to households while helping the NHS.

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