The COVID-19 pandemic has drastically altered the way we live our lives. From working from home to virtual learning, the pandemic has brought about a new normal that has changed the way we interact with the world around us. This new normal has also impacted consumer behavior in ways that businesses and marketers need to pay attention to.
In this article, we will explore how the COVID-19 pandemic has changed consumer behavior and what businesses can do to adapt to this new normal. We will also highlight some lesser-known companies that have successfully adjusted to these changes.
The Shift to Online Shopping
One of the most significant changes in consumer behavior brought about by the pandemic is the shift toward online shopping. With brick-and-mortar stores closing or operating with limited capacity, consumers have turned to e-commerce to buy everything from groceries to clothing.
According to a report by Digital Commerce 360, U.S. online spending increased by 44% in 2020 compared to the previous year. This shift has been particularly significant for smaller businesses that were previously reliant on foot traffic.
One example of a lesser-known company that has successfully adapted to this change is The Sill, an online plant retailer based in New York City. With brick-and-mortar stores closing due to the pandemic, The Sill focused on its e-commerce platform and saw a 500% increase in online sales in 2020.
The Sill’s CEO, Eliza Blank, attributes the company’s success to its ability to pivot quickly and focus on digital marketing. “We’ve invested heavily in digital marketing, particularly on social media, to engage with our audience and drive sales,” she said.
Importance of Health and Safety
The pandemic has also highlighted the importance of health and safety for consumers. With concerns about the spread of the virus, consumers are more conscious than ever about the cleanliness of businesses and the safety measures they have in place.
One company that has successfully addressed these concerns is Saavy Naturals, a small business based in California that sells natural body care products. The company introduced a line of hand sanitizers early in the pandemic, which quickly became a top seller.
Saavy Naturals also invested in personal protective equipment (PPE) for its employees and implemented strict cleaning protocols in its manufacturing facilities. These measures helped to build trust with consumers and drive sales.
Changing Priorities and Values
The pandemic has also shifted consumer priorities and values. With more time spent at home, consumers are prioritizing home and family, and are placing a greater emphasis on sustainability and social responsibility.
One company that has successfully aligned with these values is Blueland, a small business based in New York City that sells cleaning products with refillable containers to reduce waste. The company has seen a surge in sales during the pandemic as consumers become more conscious of their impact on the environment.
Blueland’s founder, Sarah Paiji Yoo, believes that the pandemic has accelerated the shift toward sustainability. “The pandemic has made people more aware of their impact on the environment and the need for more sustainable options,” she said.
Impact on Traditional Marketing Channels
The pandemic has also had an impact on traditional marketing channels. With fewer people out and about, traditional advertising and promotions have become less effective. However, influencer marketing and digital marketing have seen a surge in popularity.
One example of a company that has successfully embraced influencer marketing is Rothy’s, a small business based in San Francisco that sells sustainable footwear made from recycled materials. The company has partnered with influencers on social media platforms like Instagram to showcase its products and drive sales.
Rothy’s CEO, Stephen Hawthornthwaite, believes that influencer marketing is an effective way for small businesses to reach new customers. “Influencers have a loyal following and can help to build brand awareness and trust with their audience,” he said.
Digital marketing has also become increasingly important for businesses looking to reach customers during the pandemic. One example is the small business, Goldbelly, a marketplace that connects consumers with food from iconic restaurants across the country. The company has invested heavily in digital marketing to expand its reach and drive sales.
Goldbelly’s CEO, Joe Ariel, believes that digital marketing has been essential to the company’s success during the pandemic. “We’ve focused on building our online presence and engaging with customers through social media and email marketing,” he said.
Conclusion
The COVID-19 pandemic has brought about a new normal that has changed the way we live our lives and interact with the world around us. As consumer behavior continues to evolve, businesses and marketers need to adapt to these changes to stay relevant and successful.
Small businesses like The Sill, Saavy Naturals, Blueland, Rothy’s, and Goldbelly have shown that it’s possible to succeed in this new normal by embracing digital marketing, focusing on health and safety, and aligning with changing consumer priorities and values.
By understanding these changes and adapting to them, businesses can not only survive but thrive in the post-pandemic world.
Marketing Unplugged 
Leave a Reply