by Allen Marin
Nov 27, 2020
Ho-ho-hold on a minute; how can restaurants and retailers possibly make those critical connections with customers this holiday season when, for the first time in US holiday history, customers likely won’t even enter the store except, at best, to pick up their online order and go?
The problem is real. Just ask Mobivity chairman and CEO Dennis Becker. As he pointed out in a recent marketingdive.com interview, “Imagine QSRs around malls and shopping locations: Black Friday is going to be materially different this year. Ambient traffic is not going to be there.”
The traditional holiday season between Thanksgiving and New Year’s Eve has been the heyday of customer connection in years past, often the best quarter of the year for quick service restaurants (QSRs), retailers, and consumer packaged goods brands (CPG), largely driven by mass consumer shopping and often in-store.
With coronavirus restrictions hampering or, in some areas, eliminating in-person shopping, does this mean QSRs and retailers are in a hopeless situation? Dennis Becker thinks not. “The ability to weave in seasonal disposition and the spirit of consumers in direct marketing engagements is a huge opportunity,” Becker points out in How QSRs Can Pivot their Marketing to Join the Holiday Conversation in Marketing Dive.
While restricted travel and store shopping constricts brands from keeping engaged with customers, there are creative solutions to nurture those relationships during the holidays by employing digital engagement strategies.
Digital engagement campaigns and programs are an ideal accelerator to customer connection even when that customer isn’t walking in to the store. For example:
The messaging itself requires finesse this year, with brands needing to figure the right balance between pandemic-related safety messages while also promoting products or offers.
To turn the 2020 consumer relationships challenge into opportunity, brands can follow the leaders and learn from their successes:
With creative digital customer engagement tools and strategies, such as disease, restaurants and retailers can still reach out to their customers to make even 2020’s holiday season a winner.
We encourage you to check out the full article from Marketing Dive How QSRs can pivot their marketing to join the holiday conversation to get more insightful holiday season marketing guidance from our own CEO Dennis Becker and other industry leaders.
Learn more about how thousands of restaurants around the country are connecting with their customers amidst the COVID-19 pandemic with intelligent and personalized marketing today.