Hitting their peak: How brands plan to retain new customers post-lockdown
Brands hope that with a mixture of top class customer service, constant newness and engaging content they can retain the swathes of new customers they have attracted since the lockdown began.
While many businesses have been forced into hibernation as a result of the nationwide Covid-19 lockdown, others are benefitting from a swell of new customers.
With many “autopilot brand choices” out of stock, consumers have been forced to buy substitute brands, return to products they haven’t used for years, or start shopping from different categories, thereby introducing new products to their “brand repertoire”, explains managing partner at creative consultancy Brandon, Richard Taylor.
“A new habit may only be formed if we’ve purchased the same new product multiple times over multiple months and just how long probably depends on the role that product plays in our lives,” he suggests. “It is more likely that people may stay with these newly tried brands if there is a noticeable functional difference such as taste, quality, nutrition or convenience.”
One brand working out how to convert swathes of new customers is frozen food company Birds Eye. As well as families, the brand has attracted more ‘empty nester’ consumers and pre-family shoppers during the lockdown, says UK general manager Steve Challouma.
