Business Continuity And Beyond
Three market leaders on how to build a connection with the consumer virtually and maintain business continuity According to data from the World Economic Outlook report, the global economy is expected to grow by 6 per cent this year, following a 3.3 per cent contraction in 2020. The Middle East is expected to grow by […]
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Three market leaders on how to build a connection with the consumer virtually and maintain business continuity
According to data from the World Economic Outlook report, the global economy is expected to grow by 6 per cent this year, following a 3.3 per cent contraction in 2020.
The Middle East is expected to grow by 3.7 per cent. Other regions like the US are estimated to experience 6.4 per cent growth while the Euro area will grow by 4.4 per cent. As economies open up, businesses have the opportunity to make strategic moves that cater to customer’s new behaviours. Martechvibe taps into conversations with 3 business leaders about how to react;
From in-store to online
Jaime Bettencourt, Senior Vice President, North America at Mood Media 
The vital transition from in-store to online had to be done to keep the customer comfortable and the experience enjoyable. The main challenge many retailers saw last year was how to build a connection with the consumer virtually while businesses were adhering to pandemic guidelines. As vaccines roll out and restrictions are relaxing, it’s time for new beginnings and re-openings. Brands should be staying connected to consumers before they step foot in-store, whether through personalised email outreach or in-app engagements/targeted promotions. This will, in turn, create a lasting effect on the consumer, reminding them of the brand that stayed connected during the pandemic and has both a safe and exciting in-store environment.
Also Read: Customer is the Channel in Post-Pandemic Retail World
Stay true to your brand but flexible everywhere else
Heather Redling, Head of Marketing, Badr Investment Group
People love to travel! If you look at international tourism figures from the past 20 years, post 9/11, the SARS epidemic and the 2009 global economic crisis, the industry has been relatively quick to rebound, ranging from 5-10 months. However, Covid-19 has triggered an unprecedented blow to the tourism sector, with current scenarios forecasting declines from 58 per cent to 78 per cent in international tourist arrivals for 2020.
Currently, the Middle East is faring slightly better when compared to the global average, and I’m already seeing some positive signs this trend will continue. For brands to succeed in the immediate future, there are a few key things they need to do now.
Find your new target audience (geographic and demographic) and find them quick. Your target markets will continue to evolve at a rapid pace, so when audiences are ready to travel, you need to be there, ready to shout before your competition does.
When it comes to safety, find something you can own or is unique and above and beyond. But please stop telling me my safety is your priority and simply show me how you’re following the regulations mandated by the government.
Finally, stay true to your brand but flexible everywhere else from policies to procedures and rates, ensure you’re making it easy for your customer.
Deliver individualised and more authentic experiences
Hande Cilingir, Co-founder and CEO, Insider
The beginning of the pandemic saw a rapid surge in demand for e-commerce and Media companies worldwide.
In the post-COVID market, brands will need to digitise more than ever. As online consumption increases and shoppers start reprioritising their postponed purchases, Insider expects to continue its accelerated levels of growth.
As most e-commerce companies kept growing, we also kept growing. We even continued acquiring travel & hospitality customers as some of them were getting ready to “bounce back” in the post COVID era.
The world has gone virtual. We have observed offline traffic moving to online; we actually call it O(N)FFLINE traffic.
So the competition is fiercer. Online choices and hence distractions are increasing for consumers.
Delivering individualised and more authentic experiences that serve the immediate and changing needs of customers is more important than ever.
The precision in segmentation will be key in delivering delightful and truly individualised experiences that will convert visitors and retain customers.
Also Read: Being Insider, Hande Cilingir, Co-founder and CEO, Insider
