Research reveals how marketing leaders are reacting to new economic outlook
By Alison Lindland: Senior Vice President of Strategy, Movable Ink
The first quarter of 2021 was an economic roller coaster. The world went from pandemic confusion and social unrest in January to signs of normalcy and quick vaccine wins to round out March. As a result, what marketing leaders knew two and a half months ago has dramatically changed while preparation for Q2 and even H2 take place.
By Julio Lopez: Director of Client Strategy, Retail Practice Lead
For almost every consumer industry, 2020 was a difficult year, but some brands were in a better position than others to weather the social distancing restrictions that limited in-person shopping. Notably, direct-to-consumer (DTC) retail brands–digital native companies with no or very few brick and mortar locations–found that what made them successful before the pandemic allowed them to quickly shift focus and manage uncertainty.
Uncertainty is the only certainty in 2021, especially in the food and beverage space. When indoor gatherings were limited, consumers moved online and Food and Beverage eCommerce skyrocketed. Last year, online grocery sales grew from $14.9 billion worldwide in 2019 to $22.4 billion in 2020, thanks to both corporate grocers and scrappy, digital-native startups.
There are two roads that lead out of the waning days of the pandemic. The trick is that brands must travel down one to even make it to the other. We’re talking short vs. long term here, and when it comes to an organization’s mobile marketing strategy, shoring up the short-term could create a blueprint for long-term success. When planning for both, personalized mobile marketing should be top of mind for every marketer.
2021 Predictions for a Year of Recovery
The word prediction should have quotes around it, as we enter an uncertain time for both businesses and consumers. With early vaccine successes, the world could be returning to normal sooner than initially anticipated. However, the economy will still lag as we continue to recover from last year’s pandemic-induced recession.
How Personalized Rewards Communications can Build Revenue and Retention
The retail world is still recovering from a difficult 2020 that saw brick and mortar business turn digital overnight and new acquisitions grind to a halt. While most brands were already preparing for the transition before COVID-19 struck, the dramatic shift to both eCommerce and a retention-heavy strategy left many brands reeling. As the uncertainty of last year leads to a return to normalcy in 2021, the organizations that invested in their rewards programs and loyal customers are in an enviable position to rebound from last year’s chaos.
How retailers create emotional connections that drive retention
Who would have thought 2020 would be the year of mandatory personal space?
Retailers were forced to navigate a complex maze of pandemic-induced closures and shifts in business strategy last year. With tremendous measures like social distancing still looming over stores fully reopening, brands that normally depended on delivering customer value through in-store experiences are quickly adopting all-digital strategies in 2021.
How At Home Used Email Visualization to Rapidly Shift Priorities
Last year was a year of creative thinking for many brick and mortar businesses and their marketing teams. In 2020, the most successful companies were the ones that rapidly adapted to the virtual world after COVID-19 lockdowns cut foot traffic to zero. At Home, the home décor retailer, required an agile approach to communicating with customers, especially when states began implementing indoor gathering restrictions.
With the COVID-19 vaccine rollout now fully underway, retail brands are sifting through the pandemic-era changes in consumer spending habits to figure out which ones will become permanent. Most notably, digital transformation seems here to stay. eCommerce, which allowed consumers to purchase goods and services safely, boomed during the pandemic, with categories such as groceries, books, cleaning, and sporting goods increasing year over year growth by more than 100%.
Author: Naveen Wall
Streaming platforms grew rapidly during the pandemic. As the world begins to reopen, should marketers now shift their focus to retention?
The streaming industry has been a huge beneficiary of accelerated digital adoption during the COVID-19 pandemic. It has led to astronomical growth across streaming and subscription organizations – with unheard of acquisition numbers, user adoption, and engagement across the first half of the year.