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CUSTOMER INSIGHT ☛ WEB VERSION: Click Here


The post-lockdown shopper How D2C brands can thrive in a new environment


By Alex Steer, chief data officer EMEA, Wunderman Thompson and Mark Bolitho, new business director, Wunderman Thompson Data


A


t the risk of stating the obvious, this year has been a funny one. That’s


not to say that life is ever easy, just look at the last three. We’ve had the introduction of the GDPR, swiftly followed by Brexit, topped off by the UK Government introducing a total shutdown of society in response to the coronavirus epidemic. From our business perspective the effect has been similar insomuch as we’ve seen people sitting on their hands and a ‘wait and see’ mentality on each occasion, with everyone playing catch-up in between.


This occasion has been EXPERT ROSTER


different, however. There’s been a polarisation of winners and losers with virtually nobody in the middle. The effect has been the same though – little or no prospecting activity. The winners tended to be very big winners, experiencing organic demand way higher than their usual Christmas peak with zero effort. The corollary saw the losers being hit hard, with demand hitting the floor. We saw a few brave ‘loser’ brands with campaigns already in the pipeline carry on regardless and do really well while letterboxes were quiet, but for the most part marketing was cut. Sadly, a couple haven’t


made it and have ceased to trade. Others have made staff layoffs or cut hours of existing staff to reduce costs in a decimated market.


Those struggling with demand turned to their existing customers in order to strengthen the relationship, those with abnormally increased demand have necessarily scaled in order to meet it, and now want to both maintain higher levels of new customer acquisition and keep their new customers. CRM has rarely been more important.


Over the last few months, the COVID-19 lockdown in the UK


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