General enquiries :
+44 (0)20 7602 6000

Lockdown Eases, But Will Our Social Behaviours?

Thursday 9 July 2020 Shopping Behaviour

Sue MacLure's picture
By Sue MacLure

What We Don't Know

Much has been said about Covid-19 and our devolved nation state’s approach to it. The different rules on how we ease our lockdown speaks volumes about the fact that none of us, including our ruling bodies, really know how it’s going to go.

That also means that we don’t know what the consequences will be for us as family units, or our businesses.

A second peak? A bounce-back in the economy as everyone rushes back to the shops? Rounds and rounds of 14-day isolations as we get tracked and traced to a park catch up with a friend where we inadvertently spent too long chatting face to face?

We just don’t know.

 

What We Do Know

What we do know, however, is that humans are rarely motivated by legislation alone, especially when that legislation is so open to interpretation. We also know that there will be broad categories of individuals that will behave in broadly similar ways. The trick is to identify what the unifying factors for those broad categories of individuals are. That would mean organisations could predict which of their customer base specifically, and which members of society more broadly, will come back out onto the streets.

We believe that the core of what will really drive consumers back will be a combination of their personal values, risk appetite, and their perception of the integrity and ultimately meaningfulness of their local rules.

In other words, they will make a personal choice. We figured that if we could understand that personal choice, we could probably find those unifying factors that predict who is more or less likely to ‘go back to normal’, social distancing notwithstanding.

To that end, we have undertaken a comprehensive customer survey to understand how consumers are reacting.

Amongst the broader learnings, in order to answer this specific re-engagement question, we have identified those individuals who have scored as their most important factor of engaging with a brand as being CV-19 safety measures. They have put that above value for money, sustainability, how green and local the brand is, how easily accessible it is and what their product air miles are.

Covid-19 trumps everything.

 

What We Can Predict

Using these individuals, and the vast quantities of demographic data we hold, we are building a postcode level scoring model. This score will tell you how more, or less likely to re-engage with society a postcode cohort is.

As it’s at postcode level, as well as having the luxury of being able to split it into Acorn groups for messaging and more refined targeting, it can be aggregated to any other level, be that postal sector, region, retail catchment area or local authority.

This is a survey which we will run frequently over the coming months as attitudes change and our new normal emerges. Right through to the time when hopefully we lose the ‘new’ and just start calling it ‘normal’.

We don’t even know how long that will be, but the profiles will change and our scores and profiles will reflect those changes, the trick will be to keep on top of those changes in customer attitude and apply that knowledge to work out who to talk to, how quickly, and in what way.

 

For More Information

Click here to download our Covid-19 re-engagement score fact sheet or for more information please contact your account manager, sales representative or get in contact with us here.

Much has been said about Covid-19 and our devolved nation state’s approach to it. The different rules on how we ease our lockdown speaks volumes about the fact that none of us, including our ruling bodies, really know how it’s going to go. What we do know, however, is that humans are rarely motivated by legislation alone, especially when that legislation is so open to interpretation.

Lockdown Eases, But Will Our Social Behaviours?