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Spread Love, Not COVID-19: How Retailers Increased Loyalty During Lockdown

Published on February 16, 2021, at 5:04 p.m.
by Mattie Naman.

Looking back, it is hard to believe that just a few months ago we were stuck in our homes making banana bread and teaching ourselves TikTok dances. However, in the midst of the loneliness, we were creative and discovered new ways to stay connected virtually.

Photo by Solen Feyissa on Unsplash

Aside from heartfelt messages from our loved ones, our retailers checked up on us, too.

I remember my email being flooded with COVID-19 response messages from retailers with encouragement, uplifting words and concern for the health and well-being of their loyal customers.

The three companies that stood out to me were REVOLVE, Quay Australia and Ulta Beauty.

REVOLVE
I received my first email from REVOLVE on March 21, 2020. The email addressed me by name, saying how REVOLVE’s heart went out to us and that the well-being of its employees and customers was the most important thing to the company at the time.

I won’t lie to you … my eyes rolled reading email after email telling me the same thing. I assumed Revolve was just following protocol like every other company.

I was pleasantly surprised as REVOLVE began to get creative with its emails. The copy was witty and the advertised merchandise was tailored to our current situation. The company began to promote self-care essentials, loungewear, workout clothes and cute tops for our newly virtual work meetings.

REVOLVE was consistent and made its customers feel seen during a time when we all felt so isolated. The company made our days with clever marketing tactics and even pledged to donate masks to frontline workers.

Ulta Beauty 
During a time when many of us felt far from beautiful while donning our unbrushed hair and three-day-old pajamas look, Ulta stepped in and boosted our spirits. Ulta began to send emails to its subscribers with tips from stylists on all things hair, skin and makeup.

The emails inspired me to become invested in my skincare routine, which boosted my confidence and made me feel better about myself.

Photo by Charles Deluvio on Unsplash

Quay Australia
As my eyes started to feel strained from staring at screens all day, I decided to invest in some blue light glasses. I surfed the internet and finally found the perfect pair on Quay’s website. I was impressed with Quay because not only did it provide stylish glasses, but it also took the opportunity to give back to those protecting us.

Quay showcased how it was giving back to workers on the frontline by donating “protective eye-wear and thousands of pairs of blue light glasses” to those in the U.S., Australia and Europe. When medical supplies were scarce and hospitals were in desperate need of help, Quay showed compassion.

REVOLVE, Ulta and Quay brought hope, joy and kindness to their customers and communities during hard times.

Showing your customers that you care can boost loyalty and bring simple joy to those who may need it. So, during these challenging times, retailers should remember to spread love, not COVID-19.

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