Back in the spring, we were all hopeful that lockdowns would be temporary. We hoped that, by acting early, we could get this situation in the rearview mirror. As we keep moving through the fall, though, it seems we’re in this for the long-haul. The second wave of sorts is here. And perhaps more or other waves yet to come.
We all have plenty of opinions and feelings about this. But the one question keeping Marketers awake at night is what does this mean for consumer shopping habits and how do we ensure our brands continue to be part of consumers’ consideration sets.
Lockdowns Forced a Move Online
The springtime lockdown had many people switching to online shopping for almost everything. Retail stores were shuttered, unless they were deemed “essential” businesses. That meant the grocery store was open, but your favourite café likely wasn’t. A pharmacy was open, but auto dealers and clothing retailers had to shut down.
Consumers and brands alike looked to the online space to find continuity. You couldn’t go visit a store and try on the clothes, but you could order them online.
Fear of exposure also drove some people to extremes. They may have felt uncomfortable going out, even for groceries. And if you were quarantined, you weren’t supposed…
