New research from Iterable, a cross-channel marketing platform, reveals that 89 per cent of UK and US marketers working in retail and eCommerce saw their organisation as mission-driven in 2020.
The COVID-19 pandemic forced retail and eCommerce brands to communicate differently in 2020, with almost a quarter (23 per cent) of companies shifting to more empathy-driven communications. Only sales-driven (26 per cent) and crisis response-driven communications (26 per cent) rose more amongst this business type.
The retail and eCommerce marketing landscape appears permanently altered. 88 per cent of marketers in this sector anticipate maintaining these new customer communication strategies in 2021.
Alyssa Jarrett, director – brand & content marketing at Iterable said: “The extended closure of retail stores during the pandemic created new challenges for brands to stay connected with customers. Digital channels have been invaluable here, allowing retail brands to tap into customer concerns and passions during a year like no other.
“Connecting with the issues customers care about relies on empathy-driven marketing. Our research demonstrates that retail brands are working hard to communicate with sensitivity on the social issues that are foremost in their customers’ minds.
“This work to understand how customers are feeling is crucial for brands, helping build strong connections with customers that will last well beyond the pandemic.”
In 2020, customers put a lot of pressure on brands to earn their trust. People wanted to know what brands thought about the social issues at the forefront of everyone’s minds, ranging from the COVID-19 pandemic to the call for social justice in the Black Lives Matter Movement.
Retail and eCommerce companies took action by publicly addressing these topics head on: 55 per cent issued a statement on racial inequality, 44 per cent issued a statement on public health, while 43 per cent issued a statement on gender inequality.
Over four-fifths (81 per cent) of marketers plan to continue campaigns this year, with messaging on one or more of these issues.
However, retail and eCommerce brands are careful to keep their campaigning away from party politics: 81 per cent of survey respondents agreed that as a consumer brand, it is their responsibility to maintain a neutral stance towards any political party.
As brands continue their conversation with consumers on social issues and refining their messaging during the pandemic era, one thing is clear: Ethics and morality will be key components of brand trust for the foreseeable future.
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