企業防疫策略思維,以保持獲利

各國面臨新一波COVID-19疫情的挑戰,確診數的回升意味著經濟復甦將比預期來得更加遙遠。全球有四成的民眾認為一年內生活無法回歸正常狀態。另外,有六成的美國民眾則不相信疫苗效用因為它太快進入審核流程。因此,對品牌來說,該採取什麼樣的方式來因應? COVID-19 continues to batter retailers as infections resurge with dimming hope for economic recovery anytime soon. Globally, two in five people don’t see normal life returning for at least a year. Another three in five Americans say they wouldn’t trust a vaccine due to its rushed approval process. So, what’s the best way forward for brands?

為了滿足消費者的期望,益普索的消費者健康和安全指數(Ipsos’ Consumer Health and Safety Index)透過問卷和神秘客訪查來調查25個顧客健康與安全指數的衡量指標。這些指標包括環境的乾淨程度、是否配戴口罩及手套、是否提供乾洗手和提醒顧客保持社交距離。
 
在前兩波的調查研究中顯示,對消費者來說,執行防疫措施比客戶服務來得更為重要,重要程度相差高達4倍。六成的美國民眾提到他們不會去那些不認真看待民眾健康的商店。若零售業者不積極防疫,可能反向引來消費者抵制。
 
但零售業者仍保有一絲希望 - 消費者購物的次數變多了,主要去民生必需品的商店如超市或大賣場進行採買。
 
Ipsos’ Consumer Health and Safety Index measures a brands performance on 25 health and safety measures against consumer expectations through surveys and mystery shops. These include cleanliness, use of masks and gloves, presence of sanitizer, and distancing measures.
 
Over the first two waves of the Index, health and safety measures were four times more important to shoppers than customer service in stores. Six in ten Americans said they would stop shopping at a store that does not take health and safety seriously. By not embracing these practices, retailers face significant risk of customer defection.
 
There are silver linings, though. Shoppers are making more trips, mainly at “essential” retailers like grocery and big box stores.