ACL Direct Promo · We know about Relationship Marketing, We are experts in loyalty and incentives · We like to create unique experiences IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange After more than a month of confinement to fight the coronavirus and stop the advance of the pandemic, and given that the death curve has begun to decrease, the time has come to progressively recover normality. The Government has just announced that we are going to start the de-escalation process, although at the moment the dates are not completely closed and may be adjusted to what happens with the number of infections.
In principle, the process will start on May 4, when the islands of Formentera in the Balearic Islands and La Gomera, Hierro and La Graciosa in the Canary Islands enter directly into phase 1 (which the rest of Spain will follow on the 11th). Each phase will continue at a pace of two weeks, which brings the end of the process to two months. As Svalbard and Jan Mayen Islands Email Lists the President of the Government, Pedro Sánchez, explains , “by the end of June we would be in the new normal if the evolution of the epidemic is controlled in all territories.” But what do these phases entail and what impact will they have on Spanish consumer habits, the situation of brands and the activity of SMEs and large companies? Starting from the points that the Government has indicated about how the de-escalation will develop, we have analyzed how this could be converted in terms of activity for brands and companies. Phase zero: Little activity Children outings for an hour and adults to exercise.
Take out restaurants may open Establishments that operate by appointment The situation of phase zero, which most of Spain will experience until mid-May, implies little change compared to the situation in which we find ourselves. Citizens will be able to go out for a walk and spend some time in the street (will this be a relief for outdoor advertising, in deep crisis ? It seems unlikely), but no shops will be open. The street will simply be a space for strolling. During these two weeks we will continue to depend on electronic commerce to make our purchases. Possibly, and given that things seem safer, not a few consumers will lose the moral qualms they had until now to buy online. It is to be expected, therefore, that online sales and the work of delivery platforms, such as Just Eat or Glovo,
will rise. Online supermarkets, yes, they seem to be returning to normal. Finding a delivery window is now less difficult and remote than it was a month ago. Phase One or Initial: Small Stores Only Opens trade, but “under strict security conditions” They can’t open shopping centers Terraces at 30% and accommodation services without common areas Phase one will provide an oxygen balloon for SMEs (which in some cases could already open in phase 0 by appointment, as hairdressers will do), since they will be able to open, although with restrictions and security measures, while the big players will have to remain closed.
Large shopping centers, due to capacity issues and to prevent large crowds of people, will continue to be closed. Of course, it is worth wondering if the opening will translate into sales or if consumers will continue to be scared, by the disease or by the economic projections to buy. For brands and their marketing and advertising strategy, it will be time to definitively change their strategy. It will be the moment to begin to face communication in a more normalized way and to return to what is usual. In Germany, some companies have already started to pivot the tone of their ads and incorporate humor.