On learnings from lockdown in retail marketing
The lockdown, in hindsight was incredibly fascinating. To live in, it was terribly confusing. For the first time in my lifetime, there was no rulebook on what to do or what not to do. The first thing that was evident is that we realised we are all human beings and that meant every single one of us were feeling lots of different things – frustration, anger, confusion, despair, vulnerability, isolation. The list was endless, but we were all in it together. As a retail marketer, that was incredibly challenging and a unique opportunity to step away from the traditional focus retailers put on product and price.
This was a special moment where we could use our marketing for good by engaging our customers and connecting with them emotionally, whether it was to bring them comfort and reassurance right through to commitment and honesty. It was a period where we
