How Travel & Hospitality and other retail brands can adapt their digital channels to connect with users.
The coronavirus crisis will soon be over. We will get out of it! But many industries and verticals are being impacted presently. Here are some of the things we are seeing around the web
Promote Health & Wellness
We are seeing many brands create dedicated pages for health concerns and promoting health practices. For example, Publix Supermarkets posted a page with a message from the CEO about the store’s cleaning and sanitizing standards, updated hours, and how they’re accommodating people with delivery and curbside pickup.
Optimize the user’s journey with messaging
Find a balance, and learn when coronavirus messaging aids with conversion, not deters it. And determine “who” needs to see messaging, and at what point in their journey. Personalizing the website experience for users who are new vs. returning, older vs. younger and new-to-brand. This can have many advantages during the pandemic and beyond. Azamara shows their cruise prospects information about their Cruise with Confidence program during the checkout process.
Buy now. Travel later. Risk free.
Shift focus to over-perform in Q2-Q3 with a positive message that speaks to concerned travelers and deal seekers for the coming months. Zafiro Hotels posted a message from the CEO that focuses on an optimistic view to the end of the coronavirus and encourages users to delay their holidays instead of cancelling.
Addressing Customer Concerns
Right now customers have a lot of questions. Take the opportunity to answer those questions via pop-ups, talk tracks, chat bots, and utilize phone numbers as timely as possible. Utilizing artificial intelligence to help answer frequently asked questions can alleviate call center volume and provide a better customer experience.
Dedicated Area for Up to Date Policies
Up to date policies and procedures are changing day by day, as they change, maintain a dedicated area on your website to manage the information. Many websites have added a ribbon at the top of the homepage that links to a page of the website that is dedicated to Covid-19 updates.
Showcase compassion & Goodwill
Determine how you see your brand positively positioning itself during this time, and invest in creating content that will achieve this. Unilever is donating £100 million worth of soap, sanitiser, bleach and food at the global, national and local level in addition to initiatives aimed at financially supporting their customers, suppliers and employees through this difficult time.
Uncover what your consumer wants to know
Discover what your core consumer needs to know to feel safe. Offer feedback tabs where website visitors can easily submit their questions and concerns, send out a questionnaire via a free tool like Survey Monkey or have your customer service reps take note of frequently asked questions.
Ways to visualize cleanliness and health
Instead of just talking about it, showcase your policies and procedures for how you keep your customers safe and healthy. Use imagery, video content, iconography, and real life examples. For example, Baptist Health created an infographic to help people figure out how to tell if they need to get tested. You can also find colorful posters on the CDC website, or buy an image on a site like Shutterstock.
While the storm is here, we have to find ways to dance in the rain. This too shall pass and when it does, life will be different for sure but we will have found ways to change and adapt.
Encourage Loyalty, Even After the Crisis is Over
Users remember how you “treat” them across your digital channels during times of uncertainty. If their customer experience is optimized to respond to their concerns and needs in the moment and at every stage in the funnel, they will remember that your brand was there for them when they needed it the most or when they were at their most vulnerable.
The trust that they establish with your brand during this time will translate to long-term brand loyalty, and they’ll return to book with your site during better times because they’ll know they can count on your brand to serve them what they need, in good times or bad.
Join Multiplica and Monetate experts April 2nd 2020 on our live webinar to learn more about how your brand can use personalization to get through this global crisis.
- On 26th March 2020