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Pandemic changing retailers’ approach to communication
Mihai Cristea 16/12/2020 | 15:22
Retailers have had to update their strategies considering the unprecedented situation generated by the coronavirus pandemic, and since so many customers have now moved online, digital messaging is a crucial component of those strategies. But brands need to be conscious of what, where, and how content is distributed and positioned and make sure they are flexible enough to properly serve their customers, wherever they may be.
By Romanita Oprea
In this context, Epsilon has defined four messaging strategies for retailers to effectively and consciously communicate during the COVID-19 disruption: acknowledge the current environment rather than gloss over or pretend; create content to engage; create communications that add to the conversation; and make your message count.