WHAT YOUR CUSTOMERS NEED FROM YOU NOW

 
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The recent spread of Covid-19 has sent every industry into a tailspin. As businesses and people adjust to the “new normal”, notifications and emails roll in addressing their stance on Covid-19. And while it may not be relevant for every company to send out a deliberate notification, I’m also seeing a lot of tone-deaf communication.

Someone, please smack some sense into these companies?

NOW IS NOT THE TIME TO BE OUT OF TOUCH.

 

FIRST OFF.

Cut the cluelessness.

Yes, there’s a lot of confusion and fear in the air right now. But it’s not the time to hide under a rock or pretend that nothing is going on. Just because people are panicking does not mean that you have to use fear-inducing language.

It simply means - get with the program. Stop sending me emails about your newest product launch, just because it was scheduled and you’re going about business as usual.

But want to show me a great evening routine to create some inner calm? 

Or inspire my creativity? 

Or maybe offer free shipping to ease my current financial considerations? 

These are all valid and relevant ways to stay in touch with your customer.

SECONDLY.

For those of you leading cosmetic, skincare, wellness, health or personal care companies, I’ve decided to create a brainstorm starting point for your team. You don’t have to use these ideas – this is just intended to be kindling for your fire. Please FUEL your actions.

So here goes…

 

RECREATING THE EXPERIENCE
If you have brick and mortar channels that must close due to local health regulations, think about ways to “re-create” the service that your customer would receive here.

  • Offer free-shipping

  • Offer deluxe samples with a purchase above $XX

  • Offer Buy one, Get one

  • In leu of a product demo or free touch up, consider sharing a tutorial video for one of the products they purchased.

  • For beauty brands, if they might get a consultation, see below.

 

IN-PERSON CONSULTATIONS
If your company relies on building relationships with your clients that walk into your store or visit your counter - being closed is not an excuse. You can still call your clients to check on them to make sure they are okay and should they need anything, you are just a phone call/email away. Also, see Educating/Demonstrations.

 

EDUCATING/DEMONSTRATIONS
Do you offer how-to’s or masterclasses? This is the perfect time to transition to online - there are many ways you can go about it: Instagram live/stories or a webinar are great formats for audiences to view, but still be able to participate. Remember, you should consider where your audience is. Don’t know? Just ask. This is a great time to be candid and simply say “hey, we’re planning to create a 45 minute session on doing XYZ. Would you be interested? Which of the following platforms would you use?” And take a poll.

 

ENHANCING THE EXPERIENCE
Don’t stop at simply trying to “match” the experience you were previously delivering. This is a great opportunity to take it up a notch. Your brands’ actions now, will be memorable. Think about ways to make a purchase more “special.”

  • Re-design the unboxing experience. Personalized notes. Change up your packaging design. Include a discount code. Ever consider adding something fun and unexpected? For extra points, think of what might make it “Insta-worthy”.

  • Extended return policies.

  • Discount for a replenishment purchased within XX days (larger discount than previous).

  • If your brand doesn’t already put out video content on a regular basis - this is the time to be ramping it up. Cabin fever creates hunger for newness and stimulation on another level. Brands that deliver and entertain will win hearts.

 

TIMELY INITIATIVES
One major precaution with timely initiatives. We are currently living through a pandemic - there is nothing less attractive than commercializing a medical crisis. If you are a brand considering taking steps to engage with current events, it is absolutely crucial that it is done so in a sensitive manner. Please lead with genuine intention. If it feels awkward, it’s probably not a good idea.

  • Contribute to a community initiative. Consider donating a percentage/amount of each sale to a local hospital; medical charity or organization. 

  • Include a gift-with-purchase for something your customer might need or use - gift cards for Postmates or Uber Eats may be relevant, or deluxe samples of your “relax” aromatherapy oil or “chill out” supplements might hit the spot.

  • Consider strategic partners to cross-pollinate with and bring balance to your brand content. Depending on what is on-brand for your company, this could be as simple as tapping into an influencer or partner that is already in your brand network, or introducing someone new. Examples might be a chef providing tips on prepping dishes for the week, a makeup artist exploring multiple looks in a single day, a wellness expert providing tips on relieving stress, or an herbalist giving recommendations on creating a custom tea “blend” from your product range, etc.

 

IN SUMMARY
There are no hard and fast rules here - and I, by no means have all the answers.
With that being said, brands - please act. Don’t stay quiet.

Now is the time to say something and be something that matters.

And if you know of any great examples, please share them with me!

✉️ CO [at] christinaokubo.com

 
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