4 Ways To Ease Consumer Fears During Covronavirus

Some data just tells you exactly what to do.

and when the world is turned upside down and locked down, data from consumers is particularly valuable.

So, what do US internet shoppers want from brands?

eMarketer did a survey of US shoppers, and what they are looking for.

Here are the survey results:

These concerns are common in normal times. but the importance is magnified even more in moments of instability, like now.

Consumers naturally look for high quality products at a fair price.

However, if the economic climate is uncertain and “normalcy” is shattered, consumers are more driven to find stability.

eCommerce brands can actively address these consumer needs with thoughtful marketing.

There are four simple ways that you can address these needs:

1. Customer testimonials on how the product changed their life
2. Reviews – many reviews, with a high rating
3. Easy return policy
4. Fast, free, and safe shipping

 

These are now standard for ecommerce brands, but the importance is even greater today.

 

Casper does a nice job of this on their homepage, immediately addressing shopper concerns above-the-fold of the homepage.  

Casper is a huge brand, so it is not easy to replicate 27,000 5 star reviews on Google. That is exactly why it is a powerful statistic to include to showcase trustworthiness.

HOWEVER, they also include figures that are more accessible to smaller brands, like proprietary survey data and studies. “9 out of 10 Casper sleepers have less back pain” and “4 of 5 Casper Customers sleep better”

Can this be replicated? I think so!

Can you survey your customers 90 days after their purchase and gather data? From there, you can share a statistic like Casper on customer satisfaction, or pull quotes from happy customers to use as testimonials.

This will work to creating trustworthiness, and communicating product quality.

Price can be a delicate topic to lead the marketing conversation with. If you lead with a discount, it can undermine brand equity as a premium brand. Luxury brands (think Louis Vuitton) as an example do not put their items on sale.

Casper is not a luxury brand. One of the three sliders in the hero image is a mention of a 15% off sale.

Additionally, the navigation menu includes both Bundle and Sale.

These pages are options for lower-priced options.

Fast and contact-less delivery is a great benefit for the shopper sheltering-at-home. Couple this with other potential objections, and the buyer’s concerns are reduced.

Lastly, this banner sharing demonstrates the important level of caution and safety measures that Casper is taking during COVID-19. this eases concerns about health and safety, particularly as a mattress, pillows and sheets are things that are so close to our bodies for extended periods of time.

Wrapping Up

COVID-19 has created an environment of instability and uncertainty. however, you can serve your customers by providing consistency and comfort.

Shoppers value product quality, speed of delivery, price and trustworthiness as their most important priorities.

to the extent that you can address each of these needs with specific offers, you will increase the likelihood of converting more shoppers into customers.