In the world of retail marketing, the COVID-19 pandemic had a profound and lasting impact. It accelerated existing trends and brought about several notable changes. 

We recently presented to a group of Small Business Association retailers about the “new normal” environmental shift and a few of the key aspects we are assisting our clients in tracking to meet the evolving needs of today's customers.

E-commerce Boom:  

The pandemic forced many brick-and-mortar retailers to temporarily close their doors, leading to a surge in online shopping. E-commerce experienced unprecedented growth – 42% during 2020 - and this growth continues through 2023. Our clients are investing heavily in their online presence, from user-friendly websites to robust e-commerce platforms, and shifting their advertising dollars to support their e-commerce channels such as online takeout, DoorDash, Instacart and other direct-to-consumer platforms. 

 Omnichannel Strategies:  

To adapt to changing consumer behavior, retailers have embraced omnichannel strategies that seamlessly integrate both online and offline shopping experiences. Buy online, pick up in-store (BOPIS) and curbside pickup are now popular options that are integrated into retailers marketing strategies.  

 Personalization:  

As online shopping increases, so does the importance of personalization. Retailers have leveraged AI and data analytics to create personalized shopping experiences, from product recommendations to targeted marketing campaigns. Customers want to be talked to in a one-on-one manner, so we are focusing on a heavily personalized approach to loyalty programs which allows clients to reward guests and create personalized messages.  

 Local and Small Business Emphasis:  

Supporting local businesses gained importance during the pandemic and has continued to drive momentum. From community events, to neighborhood advertising and highly-targeted media, local marketing and connecting with consumers directly around small businesses has always been a cornerstone of DMC’s approach to marketing. 

 Sustainability and Ethical Marketing:  

There's a growing emphasis on sustainability and ethical practices in retail. Consumers are more conscious of the environmental and social impact of their purchases and retailers have adapted their marketing strategies to reflect these values. Our clients now emphasize both product sourcing and environmentally-friendly business practices as integral components of their overall marketing strategy. 

Data Privacy:  

As retailers collect more data to personalize marketing efforts, data privacy concerns have grown. Retailers have had to be more transparent about their data practices and ensure compliance with regulations like GDPR and CCPA. Managing email and other opt-in programs audiences numbering in the hundreds of thousands, we work to ensure compliance and maximize engagement, allowing our clients to focus on the bigger picture. 

To conclude, with inflation still high, consumers continue to trim spending and be more mindful about the products they purchase, and how they access them. Retailers responding to these demands will be well-positioned for success in this new era of shopping.