In this episode of Retail Right Now, Total Retail's Joe Keenan and Kristina Stidham discuss an article recently published on Total Retail titled, “Retailers: Are Your COVID-19-Related Communications Effective? Here’s How to Tell,” authored by John Landsman, manager of research analytics at SparkPost. The article discusses how during this time of crisis retailers are in a unique position to re-create their communication strategy to better connect and build trust with customers. Brands can develop a communications plan that allows them to balance normal promotional messaging with more critical messages as well as purely informational messages.
In his article, Landsman shares two examples of emails, one each from L.L.Bean and Wayfair, that do a great job of generating communication focused on related brand offerings while remaining anchored in the principles of consumer convenience, safety and speed. As consumers are quarantined at home and possibly more plugged in to email and other digital communication channels, brands can capitalize on the opportunity by updating their messaging. Click here to read the full article.
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