Shops have opened, customers have queued, and now it’s time to excite them with something new.

Lockdown Learnings #6

Eager shoppers couldn’t wait to get back into Ikea, Zara, Primark and other stores, but this shows we have to fuel consumer interest by launching new products, offers, and ideas.

Normality is back. Well, not quite. But you can buy a Greggs.

Seriously keen shoppers set their alarms for 4.30 am and queued outside their favourite shops, waiting for them to open. Not for necessity, but because they missed shopping.

The word “consumer” can often feel a bit hollow – to refer to humans and customers, as merely product-consumers. However, given the demand to shop, and the dizzying delight it brought to so many people to simply go and buy something, it more than adequately justifies the term. But there is a good reason behind it:

Being able to shop gives us a feeling of freedom and power.

Being able to browse, pick products up, choose something new, as a treat for the day, or as a new product to be a part of our life in some way, is empowering. Especially when that ability or privilege was previously absent. And while some want the simplicity of lockdown to continue, others are now falling in love with shopping all over again.

So, the question is, how can technology brands appeal at this time of restart?

The answer is, by offering something new.

This is the time when launching a new product, or a new offer, or new opportunity, can capture customer imagination like never before. This is the time when consumers will be most disposed to and willing to re-engage with the brands that they love or look at new ones.

The public became bored during the lockdown, running out of a conversation, things to watch, and things to do. But now normal life is slowly returning. The premiership is back and will fill a small void in many fans’ lives. Shops and restaurants being open again – and the experience these places offer – will fill an even bigger void for the public.

So, given this next step in consumer consciousness, how can your brand stand out?

Here are some ideas to create excitement across both physical and digital formats:

Build anticipation

Promote forthcomings product or service launches in a big way. As exciting innovation truly worth waiting for. Share sneak peeks, and engage with loyal advocates.

Engage in social

As the high street starts to get busier, so should your social engagement. To start moving from brand messaging to product messaging, product ideas, competitions and offers.

Create special offers

High-street retailers have new offers that customers can’t refuse, to kickstart sales and get rid of stock. Technology brands can do the same, to create excitement and initial demand.

Excite with innovation

As well as selling products, brands need to build momentum by promoting what their innovations will bring (and mean for products and services) over the next year and beyond.

Link digital display to physical play

This is the time to do more digital advertising, that starts to make products feel closer. Engage with the mentality of restart and cultivate curiosity e.g. ‘Order online or try in-store’.

Turn up creative

Brands have been dormant. Now they’ll come out fighting. In tough times, and in transitional times, strong creativity can create stand out. It’s time to capture attention.

As shop doors open, so do customers’ minds.

As stores have opened, tech products have begun to sell in higher numbers, for example, Samsung phone sales shot up 87% in Ireland. An online-first approach is key, but the retail landscape matters to mentality. This is the time to excite and intrigue, offer something new and build loyalty and advocacy.

As retail restrictions lift, it’s time to hit the ground running.