Without a doubt, 2020 will go down as one of the most memorable years in modern history. For better or worse, the worldwide COVID-19 pandemic has changed the way most people think about everything, from hygiene practices to the way we work and travel.
As we’ve established, the marketing industry hasn’t gone untouched either. Major brands are shifting gears in creative ways in order to acquire new users and increase sales. But what does that mean for traditional customer retention strategies?
The good news is that you don’t have to throw out the playbook and start from scratch. With some pivoting, marketers can rework many tried-and-true customer retention strategies for the modern corona times customer.
Going Out is So Last Year
Plans? Nixed. Weddings? Delayed. Vacations? Canceled. These days, people are doing their best to create memorable experiences within the walls of their own homes. In order to retain customers throughout the pandemic and beyond, you should think about how your brand can make the at-home experience better in some way.
That might mean enhancing services that already offer convenience, like Blue Apron has with its meal-delivery kits. Before 2020, getting ready-to-cook meals with perfectly proportioned ingredients was a luxurious time-saver for those without the time or inclination to grocery shop or prepare elaborate meals on weeknights.
Now skipping a trip outdoors is good for public health, making services like Blue Apron even more attractive. The company adapted quickly by being transparent about its coronavirus efforts, from food and employee safety guidelines to possible shipping delays.
In this case, Blue Apron didn’t have to reinvent the wheel; the company simply needed to address the extraordinary circumstances we’re living in and adjust accordingly. As a result, the company saw a 10% revenue boost in Q2 2020, exceeding original expectations.
It’s Okay to Not Be Okay
Some people are spending their time in quarantine tackling personal and professional goals, completing home improvement projects, and checking off to-do lists. But in a situation this stressful and uncertain, staying productive can be difficult. Or as American Eagle Outfitters’ Aerie brand recently posted on Instagram:
“Some days you don’t want to get off the couch. You’re just not feeling it. Making a move is not your groove. It hurts. It sucks. But you keep moving anyway.”
The post was part of the kickoff for OFFLINE, a new line of comfy athleisure apparel perfect for working out or just working through your Netflix queue. For the millions of people working from home, sweatpants are the new business casual, so this branding is on-point for the moment. The messaging is realistic and empathetic:
“It’s okay if you’re not killing it every day. Take it easy. And if you’re lounging, why not do it in some cute, cozy clothes?”
2020 is Canceled
It’s easy enough to market meal delivery or leisurewear to a stay-at-home audience, but not all companies have that option. The quarantine has hit the travel industry hard, with some countries closing their borders entirely and many people canceling travel plans over justifiable health concerns.
This development is obviously bad news for airlines, hotels, and home-rental apps like Airbnb in the short term. Not responding appropriately to their customers’ extenuating circumstances, however, would be devastating for long-term customer retention. Instead, most airlines have loosened up their usually rigid cancellation and flight change rules, while Airbnb has continually revised its policies for both guests and hosts.
It probably goes against all marketing instincts to make it easier for customers to cancel — after all, reducing churn usually involves doing everything possible to avoid that outcome. In this case, however, empathy is the key to customer loyalty. After all, it’s not like people are thrilled about having to cancel plans they’ve likely spent a lot of time and money planning. By removing what’s typically a roadblock in the travel process, you’re increasing your chances of that customer returning when they can.
Don’t Tell Your Customers You’re in This Together — Show Them
We’ve all seen the marketing emails filling up our inboxes in recent months. You know the ones: they usually involve the phrases “in these uncertain times” and “we’re in this together.” That kind of messaging was beneficial when lockdown started, and no one knew how long it would last. That was nearly half a year ago. Today, words aren’t enough — if you want your customers to feel like you’re with them, you have to prove it.
The solution could be as simple as increasing transparency, taking a more active approach to social media engagements, making technology updates, or upping the rewards for your most loyal customers. It may involve putting on virtual events to help place the void by all the canceled plans of 2020. Use those emails to show customers how you’re helping their circumstances with specific information.
Customer retention takes planning and skill even under the best of circumstances, and let’s face it – this year certainly isn’t working out the way anyone hoped it would. Coronavirus might have thrown a wrench in your marketing plans, but with some smart strategies, you’ll be able to help your customers adapt to the new normal while finding your own.