BUTIK's findings for brand experience in Corona times. In Part 1 you can read about our findings which are applicable to our domain. In part 2 we come back with applicable input for brand experience during and post Corona

1. CORONA FINDINGS
BESPOKEBRAND EXPERIENCES

2. Who had ever expected
this to happen?

3. The Coronavirus crisis is
a health crisis
+ an economic crisis
+ a social crisis
+ a political crisis.

4. Impact on humans &
professionals
We never experienced this context
often more questions than answers arise
In a crisis there is always an opportunity
(Chinese word for crisis = danger & opportunity)

5. What’s on (y)our mind?

6. 1 How do we keep our relationship with our consumers
given the absence of physical touchpoints?
2
3
4
5
6
How do we identify new occasions and behaviours to
drive relevance and trial?
How can we move from physical to digital effectively
and smartly?
How do we innovate to find new ways to deliver experience
and services in line with the new reality and new behaviours?
How do we keep audiences connected?
How do we promote without being perceived as
taking advantage of the situation?

7. future forecast

8. It will be for a long period …

9. Consumer behaviour
changes
The longer it goes on,
we get used to
living, choosing and shopping differently
• The real digital revolution
è the biggest digital discovery & training session ever
• New way of real life shopping
è social distancing & people will stock more
Work & fun in a digital way …

10. +25 years-25 years
Some existing
trends enforced
Some trending
topics weakened
Source: WPP-Responding to Covid19-March 24

11. Another
world is
created:
The virtual
bubble
Zoveel mogelijk aspecten van onze leefwereld van hun materiële
vorm worden ontdaan en overgeheveld naar hun virtuele dubbel.
Werken doe je op afstand, je ontspannen in de cloud, je vrienden
ontmoeten via de webcam, shoppen online.
Daniel Cohen, digital capitalism
Breakthrough of new online platforms:
Strava, Zoom, House Party, Tik Tok challenge,
…

12. In the real world social distancing
will keep us safe

13. +25 years-25 years
Keep in mind the critical consumer
No more the happy joy joy
15
… WITH 5 DISTINGUISHED PERSONAS
Source:Le Figaro March 2020

14. • Home as a safe yet comfortable
haven
• Entertainment & escape
• Nature, rest & doing nothing
• Social connection
• Mental & emotional wellbeing,
the need for positivity
• Care as purpose / meaning
• Help & support
New
emotional
needs
New
emotional
needs
1
2
3
4

15. We identified 6 core themes from the images shared by people, representing
their new needs and approaches
LAPTOP LIVES
SOFA AND SNUGGLES
NO, SERIOUSLY
THE NEW
ESSENTIALS
LONGING FOR NATURE
CREATIVITY AND CRAFT
Themes identified:
VISUAL CLUSTERS IDENTIFIED ON EVA
LAPTOP LIVES
(13%)
People are resourceful,
and we see people quickly
adapting, by switching
their social and work lives
into a digital format.
SOFA AND SNUGGLES
(13%)
Getting cosy and feeling
safe with our pets and the
people that we are close to.
NO, SERIOUSLY
(40%)
Memes and selfies are
normally frivolous and funny
but it seems that in times of
crisis they morph into
something different.
THE NEW ESSENTIALS
(6%)
People love to share
images of the things that
are important to them.
There are a whole host of
‘new essentials’ for self-
isolation that people are
sharing content around
LONGING FOR NATURE
(17%)
As people stay inside it
seems they are increasingly
dreaming of outside (17%).
CREATIVITY AND CRAFT
(9%)
As the days grow longer
with little to do and nowhere
to go people turn to their
own creativity to
keep entertained.
Seen clearly on social media
Source: Kantar

16. We rediscovered our “at home”
1

17. Outside

18. Inside
© GfK
GAME CONSOLES GAMES CHILDREN BOOKS
+275% +43% +34%
31-Mar-20 ▪ COVID-19 Impact on Non Food Retail 5
COVID-19: Belgian consumers confined to their
homes are looking for ways to relax
Source: Sell out data gathered via Point-of-Sale tracking – GfK Belgium Retail Panel – Week 12 (March 16 to 22 2020)
Performance in value versus same week last year
*Quote from “Smells Like Teen Spirit” from Nirvana
“Here we are now, entertain us”
© GfK31-Mar-20 ▪ COVID-19 Impact on Non Food Retail 4
COVID-19: first impact on Electro market
Best and worst performing categories on week 12
Source: Sell out data gathered via Point-of-Sale tracking – GfK Belgium Retail Panel – Weekly Leaderpanel – Week 12 (March 16 to 22 2020)
Performance in value versus same week last year – Categories included: Consumer Electronics, Domestic Appliances, IT, Office Equipment, Telecom
+1,5 Mio € +1,4 Mio € +548K € +438K €+3,1 Mio €
+86% +344% +237% +148% +47%
Laptops Freezers Monitors MFD Printers Headsets
-494K € -384K € -355K € -265K €-5,2 Mio €
-49% -32% -52% -72% -37%
Smart/Mobile Phones Vacuum Cleaners Mobile Enhancements Digital Cameras Dishwashers
TOP 5
WORST 5
At Home Corona Concert
Customer Experience
•At a time of global crisis, Chris Martin took to Instagram Live
to spread some joy around the world.
•During the concert, he sang some of the most popular
Coldplay hits, straight from his living room.
•It was the first virtual concert under the hashtag
#TogetherAtHome: an ongoing virtual concert series meant
to encourage people to stay at home.
© GfK
FREEZERS BREADMAKERS HAIR CLIPPERS
+344% +818% +90%
31-Mar-20 ▪ COVID-19 Impact on Non Food Retail 8
COVID-19: Belgian consumers further equipping
their homes during (semi-) lockdown
Source: Sell out data gathered via Point-of-Sale tracking – GfK Belgium Retail Panel – Weekly Leaderpanel – Week 12 (March 16 to 22 2020)
Performance in value versus same week last year
Besides securing food provision, consumers are also investing in personal hygiene

19. Clean is the new black

20. 15
Copyright©2019TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. Out of 422 segments, 292 have at least double digit
evolution* in w11!
Here are some examples:
Toilet Soap
+ 1 035% W11 20 vs19
Desinfectant
+ 722% W11 20 vs19
Cleaning Wipes
+ 266% W11 20 vs19
Rice
+ 230% W11 20 vs19
Wheat
+ 225% W11 20 vs19
Dehydrated Potatoes
+ 202% W11 20 vs19
Pasta
+ 194% W11 20 vs19
Prepared meals
+ 157% W11 20 vs19
Toilet Paper
+ 129% W11 20 vs19
(Only due to COVID-19, evolution rate compounded)
Up to a clean & safe world

21. We really feel the lack of
social connection
2

22. Social connection will be so 2020:
We found our new way to meet up

23. but we miss the energy of real
contact so much

24. 2020
The summer with the friends
Small group gatherings

25. From digital to phygital
for close friends
Smiles over likes
Friends over followers
Kisses over X’s
Emotions over emoji’s
Conversation over comments
We are ready
We are together
A true bond
Connected through spirit
No shallowness, no time for the superficial
We don’t need you
We need us
This is real, this is the original
We are the original

27. New ways of friends’ contacts

28. We are moving towards…
REAL, DEEP & SELECTIVE
SOCIAL CONNECTIONS

29. Looking forward to get
outside, but in small groups
Source: Kantar
But everyone is looking forward to ‘returning’ to the new normal
11

30. Health & wellbeing
acceleration
3

31. TIME
IMPACT
on our
health
20201960
Medical breakthroughs
Fitness craze
1980
+25 years-25 years

32. We have
discovered
the benefits
of working
home
And the
downsides
Mental health is
being challenged

33. Source: Steven Van Belleghem

34. A new solidarity society
4

35. Helping hands
& helping
brands
• Be there for the people in
need
• Say thank you
• Support consumers with
ideas, products and services
that help them adapt
& Help people learn new skills,
make and create

36. Should brands be active
these days?

37. “Volgens het Meaningful Brands-onderzoek van Havas vindt 51%
van de Belgen merken relevanter dan regeringen om hen op weg
te helpen naar een betere toekomst. “
CEO Havas Hugues Rey

38. Consumers
want brands
to
communicate

39. Your role as a brand…
Source: Ipsos_Dive_Coronacrisi Belgium_report_19032020

40. How?
Source: Ipsos_Dive_Coronacrisi Belgium_report_19032020
SMILES
HELP
LIVE IN THE
NEW WORLD
1-1 CONTACT
Brand experience
translation

41. Doing good becomes
even more
important
We don’t work in a market,
we work to build a market

42. No worries,
there will
be an after

43. The rebound is expected
Source: Ogilvy_Makin_brand_matter_in_turbulent_times_Beyond_Covid_19

44. However we will have
a different consumption world
Source: Duke and Grace

45. First welcome
your closest & loyal consumers
first.
Source: Foodservice alliance 17 maart 2020
The first consumers to return are the heavy users
So charm them now already

46. Brand experience
examples in Corona times

47. TELENET
Fitness TV to make at
home comfortable
To tell to people
#stayhome

48. NETFLIX PARTY
watch movies and shows together
just like before. Netflix Party’ is a
free extension that lets people
watch the same show at the same
time remotely while chatting.
To tell to people #stayhome
Netflix Party Extension
Staying Connected
•Now that social distancing has become the norm and people
are forced to stay inside, Netflix came up with a tool that
allows people to watch movies and shows together just like
before.
•‘Netflix Party’ is a free extension that lets people watch the
same show at the same time remotely while chatting.
a
NETFLIX
Spoilers all over the city
To tell to people #stayhome

49. MC Donalds
Seperate logo to
stress social
distancing
d’s and Coca-
al distancing
they should
f the current
t brands to
ring these

50. BURGER KING
Communicate clearly
stayhome message

51. Het Nieuwsblad
DE KOERS IS VAN ONS
HELDEN VAN ONS

52. Mediamarkt
Social connections with all the
people we miss

53. Côte d’Or
Inspiration recipes tu use
at home time in a good way
with the family

54. Milka
Tips for a magic easter, even
without the family & grandparents
in live

55. BUTIK’s Corona Smiles checklist
Safeness1
Wellness2
Togetherness3
Supportiveness4