A return to listening to consumers and their aspirations
The Fact: Towards Committed Loyalty?
In support of the worldwide movement of solidarity demonstrations following the death of George Floyd, Sephora has decided to support the movement:“We believe unequivocally that Black Lives Matter and we are committed to using our platforms and resources to stand against racism and injustice, to amplify Black voices, and celebrate the beauty and diversity of Black lives.”
The brand thus gives its customers the opportunity to support the black community through its Sephora Beauty Insider rewards program. Throughout the month of June, members of the program will be able to turn their earned points into donations to the National Black Justice Coalition (NBJC). 500 points equals a $10 donation, 1000 points equals a $20 donation, and 1500 points equals a $30 donation. The donation process is very simple: once logged in, simply go to the Rewards Bazaar tab and click on the “Charity Reward – National Black Justice Coalition” icon. All you have to do is choose the number of points you wish to convert into donations. In-store, no changes, you will be invited to checkout as usual. This is not a first for Sephora. As early as 2017, the brand offered free make-up classes to women looking for work and to give them back their self-confidence.
It also offers L’ARRONDI at its French points of sale in support of associations. For example, in 2019, the association “Toutes à l’école” received more than 678,000 euros.
This experience is also echoed at the beginning of the COVID period at MAIF. Containment is reducing the number of traffic accidents. MAIF thus makes savings, estimated at 100 million euros, and chooses to redistribute this significant sum to its members: 30 euros per car contract, which they can be reimbursed or dedicated to three solidarity causes. Without prejudging the use that each policyholder will make of it, this possibility of making a donation is a formidable means of putting the strength of the MAIF collective at the service of the common good and the general interest.
Deciphering: Positioning yourself next to your customers
These two examples highlight the importance of talking to the consumer at the right time. Many brands were able during the Covid-19 period to talk to their customers by working on a day-to-day relationship: Uniqlo abandoned its marketing messages for messages focused on advice to protect and stay healthy. It also shares with the community the lives of its employees and all the efforts made by the brand to preserve their safety.
Even the KOLs, the iconic figure of influence in China, have paid attention to their marketing messages. Austin Li, one of the best known KOLs in the world of livestreaming, organized the promotion of local products from the city of Wuhan in support of the local economy. The brands aligned their content with their values and thanked their loyal consumers by immediately adapting the right tone with the right message, making the approach all the more authentic.
Once out of containment, it is of course the restaurants or hotels that compete with each other in innovation to bring the site back to life, while preserving an original customer experience. What’s the point of dining out if the consumer finds himself in a stressful climate? In Amsterdam, for example, the ETEN table at the Mediamatic cultural space has set up small individual garden greenhouses that can accommodate a table for two guests, while The Exchange hotel has transformed part of its rooms into a private dining room. You can come and dine for two, three or four people.
In Australia, the Bar / M has transformed overnight its Italian restaurant, into a large Italian supermarket with the help of its suppliers and plans to work on a hybrid concept between their old restaurant and their new supermarket to renew consumer attachment.
In fact, it is once again by listening to its consumers that brands will be able to effectively emerge from the crisis. By positioning themselves alongside their customers, by accompanying them in their daily lives, the brand is no longer a merchant but a life partner… creating long-term loyalty.