Encourage Conversions With Discounts and Promotions

The crisis has changed consumption habits both in terms of digital purchasing methods and a greater propensity to save and reduce consumption. A simple but effective way to incentivize purchase is to promote discounts and giveaways. Want to increase conversions? Then, communicate your promotions , introduce discount codes for the first online orders, activate free shipping or use refund solutions . Most companies have this type of best practice in place to encourage purchases from customers. Many supermarkets, for example, have adopted this strategy by offering free home deliveries of online purchases for the over 65s. Basically, discounts are a simple yet winning trend when it comes to incentivizing purchases. Plus, discounts and free shipping show your willingness to help your audience by helping them as much as possible during this crisis. 3.

Educate your audience about solidarity and support for the sector Another way to encourage purchases is through a communication strategy that capitalizes on the industry's need for support and assistance . This is done in the name of solidarity with all Horeca workers in difficulty. Messages of this type are certainly an effective strategy. In fact, they speak to the hearts of users and tap directly into their sensitivities, generating empathy. A good example is Burger King's solidarity campaign which immediately went viral. The company shocked the internet with the tweet: "Order at McDonald's". Breaking down barriers with competitors , this has encouraged consumers to support all workers in the industry. Their purchase then becomes an Image Masking Service important and precious symbolic gesture. mcdonald's bk campaign order Source: Burger King UK Messages of solidarity and requests for help like this one not only enhance the feelings of consumers by adding importance and social responsibility to the purchase but also help to consolidate the notoriety of your company. It conveys a brand image centered on the common good, rather than on simple profits. You can also design communications to enlist the support of your customers and emphasize solidarity . Prioritize your employees and express how much work and effort is behind your brand .

Knowing exactly what you are doing every day to your best service and how many people are involved in this time of crisis can raise awareness among your customers, thus inciting their support for you. Another way to ask for help for your brand, and the industry more generally, is to start charitable initiatives . Companies in this sector, despite the difficulties, have not spared emergency aid and support actions: some have offered to help doctors and nurses with free meals or have made donations; others have offered to cover home expenses for the elderly, and many more have included food and drink on their menus with proceeds going to hospitals. Birra Brera's “A Brera as a friend” initiative is an example of this. During the first confinement, this Milanese craft brewery offered two beers for 5 euros, offering one through a voucher for a friend. The proceeds from these sales were donated to the Italian Red Cross. Speaking of beverages, Nastro Azzurro has launched a crowdfunding initiative called to support Italian bar and pizzeria staff through a symbolic donation of a virtual beer.