Bird’s Eye, the UK’s leading frozen food company adapted its marketing strategy within days to scale up supply at the start of lockdown. It anticipated that increased demand would put pressure on its supply chain.
A central theme to surviving as a brand during the pandemic is a combination of service and trust. Tesco has emerged as one of the leading exponents of this. As the UK’s leading retailer, Tesco has been gearing new TV advertising to demonstrate how it is keeping consumers safe during COVID-19.
Raja Rajamannar, Chief Marketing Officer at Mastercard states: “It’s very important that brands build trust during this time. Brands are trusted, validated or invalidated during the time of crisis.”
Brands which have invested in their e-commerce strategy are now benefiting during the current situation. Sainsbury’s is a prime example. The company has invested in upgrading its mobile app and user experience in time for the pressures the pandemic has brought. Sainsbury’s Smartshop app which allows for contactless payment accounts for a third of all transactions.
One of the ‘losers’ to come out of COVID-19 is Primark, one of the UK’s leading fashion retailers. Primark does not have an e-commerce business and only operates in-store. Unsurprisingly, this has caused sales to plummet from £650 million a month to zero after lockdown when stores had to close.
So what can brands take out of the COVID-19 crisis? Well, the customer journey has been affected significantly. Building trust with consumers and having a solid e-commerce platform is essential for coming out of the crisis with newfound optimism.