Crisis Brings New Experiences: Now What?

Consumers adapted to COVID-19 restrictions in many different ways—and marketers have had to shift gears with them. It’s more than demand moving to no-contact pickup and delivery options. Buying habits have changed quickly, with people purchasing more of some staples (see: Toilet Paper, Booze), and spending less on other things like hair products … and pants.

Some of these changes will disappear as quickly as the social distancing markers on the floor at your grocery store. Others might stick around in different forms. As our Natalie Shawver pointed out a couple of weeks ago, there are more than a few we wouldn’t mind keeping.

Our client Holman RV is seeing that play out right now. Families eager to maintain the tradition of summer travel are increasingly seeing travel campers and other recreational vehicles as a way to tour the country in a more controlled environment. Will the market stay this strong forever? Probably not. But a lot of families are having a new experience because of the crisis. They’re trying new things and, as marketers, we’re all on notice to pay attention to their evolving preferences.

Because it’s a safe bet that many of them will keep some of those preferences, even when the signs and the masks are gone.



This post is part of a series on marketing during and after the pandemic. To read the others, follow this link.