Nine marketing tips for e-commerce during the coronavirus crisis

The coronavirus outbreak is changing the world and consumer behavior. Shoppers are torn between uncertainty, hoarding, financial and health hardships. The coronavirus crisis is therefore also having a huge impact on e-commerce.

As an online retailer, it is important to consider currently observable consumer behavior as well as possible future effects. Short and long-term marketing strategies should therefore be adapted accordingly.

In this article, Oliver Wilke, VP Global Sales & Client Services at Audience Serv, shares nine marketing tips for online retailers to overcome the coronavirus crisis with the right strategy. Adience Serve is an internationally oriented specialist for new customer acquisition with offices in Berlin, Munich, Barcelona, Amsterdam, Singapore and Hanoi.

1st tip: Understand current needs

The living situation is changing people and their purchasing behavior. While so-called "hoarding purchases" are slowly declining, consumers are continuing to buy in advance. This trend poses major challenges for online retailers. Even the world's largest retailers are struggling to keep up with unprecedented consumer demand. But what exactly are people buying and how should you adapt your strategy to meet customer needs?

Many statistics show that consumers are using isolation to make positive changes to their lifestyle. The fitness, health and smoking cessation categories are on the rise. In addition, the end consumer is interested in practical and currently necessary products. Focus your offering on the fastest growing product categories during the COVID-19 crisis.

2nd tip: List product categories on the website

The corona crisis is changing the type of products consumers suddenly want to buy. While some customers know exactly what they want, other customers need inspiration and a guide to new relevant products. Show the visitor the options on the website and categorize your products for a better overview. Use thumbnails, longer titles and possibly even descriptions of the subcategories to make it easier for the customer to choose.

3rd tip: Sale of subscription boxes

There is no doubt that COVID-19 is affecting many online businesses. It is important to understand the current situation and the online shopping behavior of customers. Priorities are now changing. Instead of focusing on selling luxury items, you can offer subscription boxes that provide customers with helpful products. Through these types of offers, sales can be maintained. Leverage your digital capabilities and find new ways to engage shoppers, strengthen your brand and gain shoppers' trust.

4th tip: Offer future discounts

Cash flow problems are now exacerbated by the lack of store customers. One possible way to maintain cash flow is to sell discounted gift cards. Discounts can attract attention and drive sales. In a way, the discount offers the best of both worlds: Shoppers save money and stores make more sales. Such discount promotions are ideal to share in an email campaign. In addition, such campaigns are perfect for attracting new customers to your business. By selecting the right target group, the ideal approach and the best time to send, you can successfully acquire new customers.

5th tip: Reduce shipping costs

Whether your company sells digital products or physical items that need to be shipped. Now the global supply chain relies on the proper management of logistics and shipping. For this reason, your order management process may suffer because of the current COVID-19 situation. To reduce shipping costs in this current scenario, it is important to implement an efficient shipping strategy into your e-commerce website.

6th tip: Cancellation fees during the Corona crisis

Many elements of the shopping experience have changed during the spread of the coronavirus. As a result, major retailers are adjusting and extending return periods. So the buyer doesn't have to worry. The guarantee of an e-commerce return policy can seem problematic. However, it is also a great opportunity to gain satisfied customers during the crisis.

7th tip: Buying online, taking a break in store: social distance shopping

Social distancing is the right way to fight the coronavirus pandemic!

You should therefore set up BOPIS models (buy online, pickup in-store model). This allows customers to buy products online and pick them up later in-store. With this approach, you can avoid any direct contact between people and continue to offer your goods.

8th tip: Optimization of PPC campaigns

The coronavirus pandemic will define 2020. With the spread of the virus, we have seen changes in every aspect of our daily lives. Even on Google SERP, search methods have changed dramatically during this crisis. Advertisers know all too well that COVID-19 has impacted the PPC marketing campaigns of many industries. Therefore, it is important to understand how to adapt to these rapidly changing trends for e-commerce.

PPC professionals and marketing experts around the world are trying to deal with the changes in behavior. Due to the lack of historical data, this is a challenge. This is where the PPC situation needs to be approached somewhat creatively: Examine trends, share insights, exchange ideas and look at the situation seasonally.

9th tip: Expand social media

For an e-commerce website without a physical location, social media marketing for retail is an important component. Customers are becoming more and more demanding and spend a lot of time comparing companies and brands. This is the only way to find the company that meets their expectations and standards.

For this reason, it is important to develop a social media marketing strategy for your business. This will enable customers to find and buy your products and services. A social media strategy for retail is essential to increase your online sales, build relationships with customers and strengthen your brand.