See How H&M is Following Marketing Best Practices Amid Coronavirus

At Optimove, PostFunnel’s parent company, we have previously discussed and demonstrated tips on how to stay relevant during a crisis. This includes ideas on how to rethink your marketing strategies and quick ways to adjust your communications during COVID-19.

Of all retail brands out there that we analyzed, H&M seems to be leading the way in terms of following all the most highly recommended steps.

Here’s how.

Be Transparent (check!)

We’ve already said that you should be transparent and set expectations with your customers (now more than ever). Experiencing delivery delays is quite acceptable now due to social distancing and heightened health and safety measures worldwide. So simply letting your customers know the truth and being honest about it all is what you should do.

You should, however, also thank customers for their patience and continued support.

On the H&M website, it’s hard to miss the “You might experience shipping delays” message, which handily leads to an updated shipping and handling page that goes into further detail.

Be Open & Direct (check!)

When speaking to your community, showing them how are you are helping to slow the spread of the virus is essential.

It’s also vital for brands to use their resources in an array of ways to help battle the virus. Instead of making clothing, for instance, many suppliers are manufacturing other protective gear for health care workers like masks, gloves, gowns, hand sanitizers, and more.

H&M USA is “For starters, donating over 70,000 pieces of H&M product (bedding, sheets, adult and children’s clothes) to organizations like Children’s Defense Fund, The Los Angeles LGBT Center, GLAM4GOOD, and the Nashville Rescue Mission.”

And also, another hard-to-miss COVID-19 message from their homepage refers to the measures the company is taking to help communities and essential workers.

Discounts & Promotions (check!)

As far as promotions go – being a little more aggressive than before is something we have also recommended looking into – and it’s really hard to miss H&M’s 25% off banner at the top of their site.

At Optimove, we also talk a lot about being considerate of your customers’ current situation. So, we suggested offering promotions along the lines of “Buy now, pay later” – which is what H&M is doing, too.

Be Relevant (check!)

Arguably most important, you need to be relevant – and H&M’s “comfort zone” banners for home attire is doing precisely that by offering you clothes that you need when stuck at home. This allows you to look good (on your Zoom calls) while still staying comfy in your sweatsuits (on your couch).

To revisit our recommendations, see these links:

• A few basic measures you probably want to take if you have an eCommerce site.
• And here’s what your customers want to hear in a crisis.

Donating & Giving (check!)

To raise more funds to mitigate effects from the spread of the coronavirus, H&M will borrow 980 Million EUROS (yes, that’s almost 1 billion) to strengthen its liquidity buffer. The company warned that it would make a loss for the first time in decades in its second quarter.

“The H&M group’s liquidity remains good. The group is continuing its work to set up a combination of different financing solutions,” a statement said.

“H&M cares about the health and well being of not only its customers and colleagues, but the community at large, especially those affected by the current pandemic,” the company wrote in a press release.

Finally, H&M USA is providing over two million dollars of product for communities impacted by COVID-19.

Be Thoughtful (check!)

Over the next two weeks, the company will be producing protective aprons at a supplier and deliver one million aprons to the Swedish health care system. Also helping to curb the spread of coronavirus, the company started producing protective face masks for hospital workers.

The retailer has partnered with Givz allowing consumers to help COVID-19 relief efforts by shopping from them. For every $60 spent on its U.S. eCommerce site, it donates $10 until it reaches a total of $150,000. Giving customers the feeling that they’re also helping out.

Start Planning Your Post-Pandemic Strategy (check!)

H&M plans to go green in a new alliance with politicians and environmentalists. After the COVID-19 pandemic, the company will be calling for an EU-wide green recovery strategy focused on sustainability.

Do not be caught off-guard when the pandemic is over. If you’re looking to plan ahead for the day after, follow these 4 steps to prepare for post-COVID-19.

Be transparent, be helpful, be relevant, be considerate – H&M is checking all the boxes. You should be, too.