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Thought leadership

Some illuminating new research in this week’s newsletter showing support for the local community, as well as their own staff and frontline workers emerged as the most important thing a business or brand must demonstrate in order to win customers back into pubs, bars, restaurants, cafés and retail outlets.

Clarity about health and safety measures organisations have taken during lockdown was second on consumers’ list of priorities, closely followed by keeping them informed with timely, relevant communications, which was cited by.

One in four said they would be more inclined to choose a business or brand post-lockdown that offers promotions and/or a loyalty programme that rewards them for their continued custom.

The survey confirms that consumers want operators and brands they were loyal to before lockdown to have continued communicating and acting with purpose, in spite of any constrained ability to trade. Two in five however, said that a business that had continued trading during lockdown – including online-only for delivery or click & collect – would also add confidence to their decision to also visit its venues or stores post-lockdown.

The survey also reveals how businesses and brands with an already established base of loyal customers before the pandemic, and that were also to able to build consumer trust during lockdown, will be most likely to attract customers back to their physical, as well as digital, destinations in coming months.

The issues and challenges thrown up by this survey will be examined in detail at our 2020 Customer Engagement Summit in December. Look forward to welcoming you there.

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