Jun 8, 2020 4:58:57 PM

As e-commerce becomes the norm, brands aim to become 'new essentials'

Customer Engagement, Customer Loyalty, Rewards programme, Merchant Tips, Top Tips, the entertainer business, Loyalty Trends

Selling products from an in-demand category is not a guarantee for growth. However, brands that offer a unique product, have an easy to use eCommerce site and a message that empathizes with the 'new normal' have a better chance at thriving.

Take a look at our strategies to help you boost engagement and sales:


Give back to your community

As a recognized name within the UAE community, the ENTERTAINER launched a series of COVID-19 related strategies. These included; waiving delivery commissions, opening 25% off delivery offers to all, and creating an option to donate to COVID-19 relief efforts by Emirates Red Crescent (ERC), the National Emergency Crisis and Disasters Management Authority (NCEMA), and other humanitarian and charity organizations in the country.

Supporting your business community and social causes is a great way to showcase the humanity of your brand.

RELATED: Join the ENTERTAINER in the fight against COVID-19


Engage your audience

As more and more of us stay at home, fitness, fashion and beauty brands have encouraged their community to submit content. This could be a home workout, look of the day or outfit of the day with an accompanying hashtag. This fosters an excellent brand community and gives your loyal customers another way to engage with your brand.

RELATEDMaintaining customer retention during times of uncertainty


Communicate shipping expectations

Show your customers your commitment to remaining 'business as usual' by ensuring customers that their shipping will not be affected and that customers can still place and receive orders as usual. Set this expectation as much as you can and reinforce the message across your marketing channels.

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Share relevant content

Most online clothing brands have acknowledged their customers' needs for comfort by launching new loungewear collections and revising their communication calendar to reflect this.

If you haven't revised your editorial calendar, make that your next to-do. Empathize with your customer's current challenges. For example, clothing brands must refrain from over-promoting the usual Summer Holiday Wardrobe campaign.

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Use triggered alerts

If you're facing issues with supply and demand— from excess, to not enough –  use your loyalty program and communication channels to tackle this.

Triggered alerts can act as an effective way to notify customers in real-time. For example, if you are a business with an abnormally high stock of a specific item, send a triggered price drop alert to members who have previously interacted with that item (based on their view, purchased or wish list activity).


While there's no crystal ball for these uncharted territories, there are strategies you can put into place to use your loyalty and rewards program to increase retention and loyalty for now and the future.

Stay safe!

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