We’ve seen the hoarders go ham on stocking up on tissue rolls, hand sanitisers and vitamins like a zombie apocalypse is coming. The pandemic has brought about sweeping changes in the way we do business from brick-and-mortar stores and even to online businesses. Brands are forced to adopt more digital approaches and shift their business models to cater to the situation that COVID-19 has left us in. So how can eCommerce platforms in Singapore take advantage of this situation for their already online business? Strap in cause we’re about to bring you 4 eCommerce strategies that you might just need!
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Tweak your tone of voice
This is a time to be sensitive. You wouldn’t wanna come off like you’re eager to sell your products but you don’t wish to take a back seat either. Supermarkets, pharmacies and food delivery services may continue to thrive but what if your business falls in a category that could be of less importance in these times? It is most ideal to first position your brand’s messaging to fit the current circumstances while remaining authentic. From copy to creatives, remember to make little tweaks to take a more subtle approach in letting your audience know that, “Yes our business is important but we do have a heart and we’re empathetic too.” Here’s how local online fashion shopping platform, Zalora, has worked their messaging to fit the situation:
Let’s be real, who really needs a new outfit at this point in time? But would you say opportunistic? Not really! Just extremely tactical to evoke hope in you that this pandemic is not the end and that they have more to offer than just clothes and accessories. From sanitisers to cleansers and vitamins, they got you all covered.
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Engage with consumers via social media
This is the perfect time to be social on social media! With the time spent indoors and consumers being idle increases, it poses as the perfect opportunity for brands to engage with consumers on social media. From posting infographics to games or even questionnaires and polls — there are lots to discover. Let’s take a look at how @styletheorysg engages with their consumers on Instagram:
Not too fancy, but enough to pique your interest and get you heading to their IG Stories just so you could find out something a little more about yourself. Engaging indeed!
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Email marketing never came in handier
Staying home is the new norm and hence we can also see the shift in consumer behaviour during COVID-19. As consumers adapt to being at home, it is also ideal to get in their inboxes and start communicating with them. There are multiple ways you could go about this — from customer referral, loyalty programs or even just feel-good messages to tug at their heartstrings during these trying times. The focus here is to reel in both new and existing customers. Get creative in the way you present your emails and explore new ways to drive consumers to your website. Plus, you can even track the number of clicks you get and you can maximize your eCommerce sales with concrete results. Here’s how I Concept is appearing in our clients’ mailbox:
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Go the extra mile
Offer consumers little perks to make their day. Amidst all the negativity we’re facing, a little positivity can go a long way. Free shipping, discount codes or even free returns — consumers would be more than glad to see a pick-me-up while they stare at their walls for the nth time this circuit breaker season (especially since people are guarding their wallets tighter than ever). Alternatively, explore affiliate marketing to further incentivise your audience. By providing cashback or coupons, this not only hooks consumers in, but it also shows that you are there with them to get by these circumstances. Observe how Shoppe Singapore partners with Shopback to make sure you’re constantly earning cashback just to save the little extra cents (which eventually accumulates to a larger amount in the long run).
This assures a consumer that they’re bound to earn back the dollars and can potentially convert them to a loyal consumer of your eCommerce platform. Just make sure to be transparent and state your terms clearly on your website to earn the trust of consumers. Honesty is really the best policy.
No one saw this pandemic coming and none of us thought it’d be here to stay either. As the number of local COVID-19 cases increases, we could all individually do our part to make this world a better place to live in. Hence it is important to assure your audience that you are here and this too, shall pass. A little compassion wouldn’t hurt your business. So go forth and explore what you could do for your eCommerce platform and consumers with these strategies. If you’re looking for a little help to execute these strategies for you, we are right here for you.
Till then, mask up, don’t hoard and don’t go out to see bb/b/bae/babe/baby/bubu/sayang ok. #StayHome and stay safe everyone!
