17th April 2020
The world as we know it has dramatically changed over the past few weeks. The way we function on a day-to-day basis has significantly transformed and the impact is also obvious in the way we consume products and services.
In this post we highlight some of the industries and products that have seen growth in the volume of searches and examples responses of brands to these new trends. We further discuss how some businesses are adapting their offering and repositioning themselves to meet the changing consumer demands. There is a good reason why they say: “Those that roll with the punches, innovate and make the most of a bad situation will come out on top.”
Online grocery shopping
It comes as no surprise that over the past 30 days we have seen a significant increase in search queries including “online grocery shopping”, “grocery delivery” or “grocery home delivery” in the UK. Additionally, the demand for food deliveries from major supermarkets including Morrisons, Asda, Tesco, Waitrose or Sainsbury’s reached a breakout in search.
As a result, supermarkets are struggling to meet the needs of their shoppers and are prioritizing the vulnerable groups; allowing only a certain number of people in their shops at the time. Many have introduced shopping hours for seniors and key workers, and have developed new tools such as virtual shopping queues. Some supermarkets also chose to offer essential food boxes, such as Morrisons to provide additional services.
Additionally, an increasing number of local pubs and cafes are transforming their business to include food deliveries. Local businesses that were urged to close their venues, are adjusting their offering and provide essential food boxes, home delivery services and promotion across social media. In line with that there has been a steady increase in search for veg box and milk delivery.
Takeaways and deliveries
Similarly, we have seen growth in searches for takeaways and home food deliveries over the past month. Uber Eats, Just Eat and Deliveroo searches are steadily growing especially over the weekends and pubs and restaurants are increasingly offering home deliveries.
Netflix has seen an increase in their subscriptions as well as in the branded searches online. People are searching for specific titles available on Netflix, while the platform promotes its new initiative Netflix Party, allowing users to enjoy watching movies with their close ones over the internet.
In addition to this, new forms of online platforms are emerging providing new ways to connect and socialise. For example, Houseparty enables you to enjoy a video call with your friends and play games, while Kast promises to do pretty much everything online from joining a study group, to call, chat and play games with friends.
Online Dating Apps
Online apps are promoting staying connected in a safe way, introducing guidelines on how to online date during a global pandemic and reminding their users that the concept of “Right Now” can wait, and people should not meet in real life but rather dedicate their time to getting to know each other online.
Taking care of one’s mental health and dealing with stress and anxiety is essential, and has been vocalised increasingly across multiple media over the past few years. But following the Coronavirus crisis, meditation apps like Calm and Headspace have been promoting their services across social media even more so over the past few weeks to support individuals and help them with sleep, anxiety and stress.
Interests and games
Being in a quarantine also means having more time for yourself and for quality family time. In line with that, according to Google Trends the searches for; “board games”, “games to play at home”, “top 10 family games” as well as branded terms including “argos board games”, “amazon board games” are trending.
In line with that, game consoles including Xbox, Playstation, Nintendo and games for each of them also increased in search. All of the companies are promoting deals and new games on paid social channels. Xbox posted an encouraging post asking their customers to be a hero and stay home.
Online Learning Courses
Online universities and online learning and teaching marketplaces like Udemy, FutureLearn and edX as well as smaller courses providers such as Growth Tribe (a growth hacking course provider based in Amsterdam) are promoting their courses to be enjoyed from the comfort of peoples’ homes.
Udemy promoted their courses specifically responding to COVID-19 and also promoted online offers. EdX states that they are there to support their users and have created courses relevant for self-isolating and FutureLearn even created a course about COVID-19.
With schools closed search queries including “home schooling”, “home schooling timetable”, “home schooling requirements” and “home schooling resources uk” have been booming across the UK. As a result online education platforms such as IXL, Sumdog and Night Zookeeper are promoting their services and special offers to accommodate the needs of parents.
Search for at home fitness equipment such as treadmills and stationary bikes are increasing. As a result companies like Peloton; spinning bikes and classes promote their classes, mobile app and sports clothing line on Social media while Wattbike posted about their special offer for a stationary bike due to corona virus crisis.
“Antibacterial wipes”, “cleaning products”, “eco cleaning products” are booming. In a response many brands highlight the effectiveness of their products, low impact on the environment and safety.
These are just a few of the initiatives companies put in place to manage the crisis and meet the needs of their customers. The one thing that connects them all is the prompt response to change, flexibility they apply to their day-to-day operations, integrity and reassuring tone of voice.