A New Generation Of Consumer Behaviour Is Taking Shape.

April 17th 2020

Isolation-induced behaviours are shaping new societal norms. During this period of influx, some businesses thrive and reach accelerated success, while others struggle to adapt to the ‘new normal’.

What do we notice?

The dramatic shift in consumer behaviour will continue to evolve even after the crisis. The importance of hygiene and safety will impact every aspect of our lives. Questioning our actions will become the new norm, whether it’s shaking hands or travelling.

One month into the lockdown, and the way we socialize, work, eat, shop, travel, spend our free time, ... has already changed, leading the way for new habits to shape. Health and safety have started to define our interaction choices. The new reality is impacting not only human relations but also brand relationships. We can expect the second wave of behavioural shift once stores, companies, and leisure activities will become available again.

Both people and organizations will expect formal proof of hygiene and current health status. Brands that meet these new requirements will have a proportional advantage over competitors.

Home delivery & temperature readings

Temperature reading

Yum China Holdings Inc., the company that runs franchises of American fast-food chains like KFC, Taco Bell, and Pizza Hut in China, has launched new measures to prevent further spreading of the coronavirus and to reassure its customers that it’s safe to order food. Along with the delivery of their meal, people are now given the names and body temperature readings of the person who made and delivered it. The temperature readings are intended to assure customers that nobody with a fever has come in contact with their food.

Case spotter:

Laura De Deurwaerder Integrated Brand Strategist

NMBS & Mandatory Masks

NMBS Facemask

With the end of the lockdown coming closer, society is preparing for how to function in a post-corona environment. The guarantee of safety and health will become the number one priority for many brands and businesses, including public transport. When people will be allowed to move around more freely, busses and trains will be getting fuller. “When the amount of travellers increases, we won’t be able to guarantee the necessary distance,” Sophie Dutordoir, CEO of NMBS, states. Introducing mandatory mouth masks seems to be the only possible solution to prevent a return of the virus.

Case spotter:

Soukaïna Rezgui Integrated Brand Strategist

IKEA & Click and Collect

IKEA Collect

Ikea developed a concept internationally with contactless collection points at their car parks: customers order online or by telephone and choose a time slot to collect the goods. With an order number, they register at the parking of the chosen store. There they have to follow a fixed route to the reception point, where they are assigned a parking space based on the order number. At least two places are kept free between the parking spaces. The customer waits in the car, an employee brings the goods to the car, disinfects the cart and returns to the depot. The customer can then get out, load the goods and drive off. Afterwards, the used cart is disinfected again.

Case spotter:

Louise Marinus Intern Brand Strategist

Tesla & Touchless Delivery

Tesla

Tesla has started a “touchless delivery” service for US residents. In order to pick up their new car, customers can unlock it at a delivery parking lot via the Tesla App, sign any remaining relevant paperwork that has been placed in their car, and return that paperwork to an on-site drop-off location prior to leaving. In addition to the fact that this method is a safe method of transferring the vehicle to the owner, it’s also convenient and comfortable.

Case spotter:

Veerle Verlinden Junior Integrated Brand Strategist

 


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17/04/2020
Laura De Deurwaerder Integrated Brand Strategist

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