After analyzing 1,000+ COVID-19 specific promotions built by customers, we put together a few findings below for inspiration on how to respond, and what your brand can do to connect with and help your customers.

"Yes, we're still shipping!"

For brands that still have inventory and are able to deliver, this operational message is critical and should be displayed to every visitor on their site. Depending on your brand’s vertical and location, this may or may not be the norm, so make sure that this information is communicated efficiently to consumers, or they may assume otherwise.

Pro Teeth Guard, an Essence of Email customer, combined an onsite banner that reassured shoppers they are still shipping out orders and offered them a link to learn more about their current operations. This was combined with an email from their CEO outlining informative sources about COVID-19 and answers to common questions. Plus, it offered an opt-out at the bottom for consumers who wanted to only receive regular marketing emails–a great way to help consumers choose their inbox content during this time.

Nosh Detox, is a UK-based natural food and juice delivery brand still delivering meal plans throughout the UK during the lockdown, and wanted to offer a discount on meal plans. They created a center pop-up and banner letting customers know they were still able to fulfill orders, despite increased demand and lockdown measures where they operate.

By repurposing some designs they already had, Nosh Detox was able to get this onsite messaging up quickly and effectively communicate their status with shoppers.

"We're experiencing shipping delays"

With cross-border restrictions and increased social distancing protocols, many retailers are experiencing shipping delays. Using a website banner to communicate this to customers lets them know their orders may arrive later than usual, but that you’re still able to fulfill them.

You can take these banners a step further using geo-targeting to display specific details based on a visitor’s region, giving them personalized information. This can either be in the banner itself, or as a CTA taking them to a dedicated page with continuously updated information.

Another great way to personalize shipping messages is to add a countdown timer to banners showing the average timeframe for orders being shipped out. This manages expectations of customers, rather than leaving them in the dark with questions that may cause them to abandon their cart.

The WOD Life is a home workout equipment retailer whose industry is currently experiencing a strong uptick in demand. They’re still shipping and working hard to fill orders, but to keep in mind the potential for delays. The WOD Life even goes further to address concerns about border closures and shipping, something that many online shoppers have considered. By addressing all potential questions regarding shipping with a big center promotion on their homepage, The WOD Life makes shopping an easy choice for consumers looking to stay healthy while staying home.

"We're out of stock"

With certain items notoriously sold out these days, for brands who supply these products, it’s important to manage expectations and immediately communicate any availability issues.

As businesses all over work to keep inventory available and supply lines open, offering alternatives is a great way to continue to serve customers during this time. These can be substitution products, waitlists or back in stock notifications, gift cards, and more, depending on your industry.

As we all know, toilet paper is in short supply. It’s no shock that Australian recycled TP retailer, Who Gives a Crap, has been ‘wiped out’ of their stock currently. With a full-page takeover, they immediately let visitors know there’s none available but offers a waitlist to join for restock notifications. This was a great way to inject some brand personality, keep consumers informed, offer an alternative for unfortunate inventory outages…all while capturing new emails for future purposes!

"Our store is closed" or "Our hours have changed"

For brands with brick-and-mortar locations, communicating store closures or reduced hours is critical. With a patchwork of location or industry-specific regulations, there’s certainly customer uncertainty about operations.

For restaurants, they’re likely closed to dine-in service but may be able to offer takeout or delivery. Other stores like clothing or decor, have closed brick and mortar stores entirely, but online fulfillment is still going strong. Bigger stores that are deemed essential may still be able to operate, but have restricted hours for shoppers.

Use onsite messaging to display this information, so visitors can quickly find out what they need to know. Take these to the next level by combining with geo-targeting to display location-specific information, or have a CTA taking visitors to a dedicated page for these updates.

Hawke Media client and Justuno user, TCG, is a men’s shoe brand with brick-and-mortar locations in California. Due to local lockdown measures, they’ve closed stores and wanted to inform customers of their social distancing efforts. This combined with a reassurance their online store is remaining open plus transparency about shipping considerations to ease any concerns. TCG doubled down on their banner, providing a discount code plus a free gift for orders with the code STAYHOME20, a great way to delight and encourage consumers to stay home.

"Here's how we're contributing" and social responsibility

There has been an incredible outpouring of community and goodwill from brands eager to do their part. For some that means shutting their business entirely to begin manufacturing only necessities. Others with distribution systems have forged unlikely partnerships to help get more supplies to consumers, like local delivery companies and dine-in restaurants. 

Brands are matching customer contributions or using their platform to amplify important public announcements. No matter what their revenue bracket or industry it’s clear that businesses, more than ever, want to do their part. 

LA Linen, is a California based event linen manufacturer. With many special events on hold during this time, LA Linen knew that their facilities gave them an opportunity to give back. With that, they ceased all operations and dedicated their efforts to producing face masks. With a full-page takeover, they let visitors know this immediately, setting expectations that for the next month no new products would be sewn, and any orders will be on hold.

"Here's what you need to know now"

Finally, some website messaging is simply informational, helping visitors learn more about specific efforts or situations.

Obviously, information regarding sanitation and increased preventative measures for retail operations are top of mind for many. Let customers know what actions you’re taking to keep them and your workers safe during this time, which calms nerves and keeps constant FAQs from bogging you down.

For those who are having to temporarily cease operations or close locations, information about how you’re supporting employees is important. Consumers are invested in how companies care for their workforce, and many are looking for opportunities to help. Use website messaging to offer consumers more information about ways they can donate to a relief fund or help support workers whose jobs are temporarily on hold.

Cision, is a communications and PR software provider. With the current crisis, they wanted to provide free resources to visitors that would help them guide their businesses during this time. With a center pop-up Cision shared a CTA to a collection of free crisis comms resources, offering an invaluable lifeline for businesses and encouraging them to reach out if they needed help.

General tidbits

Take the time to make sure your marketing isn’t tone-deaf right now. Review automated or pre-scheduled content and turn-off or rework any that may come across poorly. Birthday and anniversary emails are good examples of content to potentially pause. Double-check ad campaigns to make sure you’re not running any on items that are out of stock or targeting areas where you can’t fulfill orders. These pre-emptive reviews help avoid frustration and confusion for shoppers (and your fulfillment team). 

The most important thing to remember right now is communication and transparency. Make sure that any pertinent information is shown immediately: i.e. don’t let shoppers get all the way to checking out before they find out their items are sold out or their area can’t be shipped to. Open and honest messaging is the best way to navigate the COVID-19 crisis while servicing your customers properly.

Finally, if you’re a small business who for any reason (interrupted supply chain, local regulations, etc.) is unable to fulfill orders at this time, suggest to shoppers that they buy a gift card to redeem at a later date. Your customers can support your small business, and you’re able to continue engaging with your audience while also supporting employees.

Source: Justuno