European marketers need to optimise their customer experiences for the post-COVID-19 reality.
Brands need to refurbish their digital strategies to handle the increasing direct-to-consumer commerce along with their wholesale operations. The customer’s digital touchpoints should create emotionally resonant experiences that are easily available to the customers during the crisis.
Companies need to map and analyse new customer journeys as consumers are moving to different, unfamiliar touchpoints. Marketers need to leverage data to identify how customer preferences and expectations are evolving during the pandemic.
A growing number of consumers will care about the brand’s ethics and question their purchases. Brands should mould their messages and campaigns to be thoughtful and transparently reflect their true values. Understanding how consumers are behaving in the new reality is key for businesses who need to adapt to continue serving their clientele.
[ 3 minute read]