Targeting Consumers at Home - Coronavirus (COVID-19) Case Study

Targeting Consumers at Home - Coronavirus (COVID-19) Case Study

Summary

This report analyzes the key shifts in strategy when targeting consumers at home. Following the outbreak of COVID-19, much of the world went into lockdown and millions become confined to their homes. The global pandemic has forced consumers to cocoon, purchase items more frequently from online sellers, and invest more in "insperiences."

This report looks at a number of important areas for targeting consumers at home. Tamper-proof packaging, social media strategy, and the insperience economy have all emerged as important means to engage with the consumer. Consumers' decision journeys are distinct between online and in-store, and many consumers, especially in emerging economies, expect to be spending more time on online purchasing, reviews and v-logs. Lucozade Sport's "Keep us Moving" initiative and GWP Group's optimized packaging products are analyzed to generate insights on at-home consumption during lockdown and social distancing.

Scope

• Consumers seek health-focused online engagement from brands during the pandemic.
• Consumers expect to be using social media, videos, reviews and v-logs in the foreseeable future.
• COVID-19 has forced consumers to remain in the home, so successful brands must make staying at home an opportunity to have multiple experiences that they would usually have outside of home.

Reasons to Buy

• Identify how brands can innovate to engage consumers, as well as showcasing the best-in-class innovation examples throughout.
• Learn how consumption habits are changing and driving innovation.
• Access valuable strategic take-outs to direct future decision-making and new approaches to reach consumers.