How brands are approaching the 're-entry' phase

When the world changed, some businesses shut up shop and held their breath. Others could see what was needed, how they could "pivot", whether driven by the community, business resilience, or an entrepreneurial urge to do something.

As shoppers stayed at home, brands strategised new ways to reach them - we've seen new online direct-to-consumer channels launched by Oppo Brothers, Heinz and Pepsi and more. With people not able to pop to the shop, brands are bringing products directly to shoppers’ door.

Perhaps these brands wanted to do something for their loyal shoppers. Oppo Brothers donates a free tub of ice cream for the customers to share with their neighbours and supports NHS Charities Together. Heinz' Essentials' box of Heinz beans, soups, and hoops is, particularly for frontline workers. Without their usual foodservice channels, brands like Belazu are offering a direct to home service, which could strengthen consumer relationships if the loop continues.

Unilever ice cream products such as Ben & Jerry's, Magnum and Twister, will be available via Grocemania's app and website. Grocemania allows consumers to buy groceries from local, independent convenience stores and have them delivered to their home within as little as one hour. Grocemania is already working with hundreds of retailers across the UK, including Budgens, Nisa, Londis and Costcutter stores, as well as independents.

This is a deep investment. Products need unpacking from their cases and repackaging for households. The cost of customer acquisition is high - and it costs to retain them.

We've seen online food deliveries accelerate any trend predicted (we still can't get an Ocado slot!). Over a four week period, shoppers spent a record £1.2 billion, meaning online grocery shopping now makes up 13% of the overall market (Evening Standard).

We've seen pubs, cafes and restaurants become corner shops and the heart of their communities. Mypubshop now has 500 pubs and 6.5k shoppers registered to click and collect groceries. Independent convenience shops have delivered to isolating customers and in some cases, shopkeepers are the only person some people see. We've seen foodservice wholesalers sell surplus stock direct to consumers through new platforms like www.localfooddrops.co.uk.

As we edge closer out of lockdown into the "Re-entry" stage, we are sure we will see businesses continue to adapt and align with new priorities. All businesses and brands (not just the big players) can adapt to the new landscape to ensure they meet evolving consumer needs.

* Photo is of Ombra restaurant in Hackney who are delivering Italian groceries during the pandemic.

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