The coronavirus has also caused a shock wave in the retail sector. This applies in particular to retail chains with different local sales regions without an online sales channel and retailers with 'non-essential items'. Social advertising is an important tool for reaching your target group, something that would have kept many businesses from crashing during the crises. However, this requires a different strategy than before the crisis.

The global pandemic is affecting consumer shopping behaviour. The target group is shopping online more than ever before. Many consumers made their first online purchases during the crisis.

In May 2020, 48 percent of all consumers worldwide purchased social advertising. As a result, the share of direct sales via social advertising increased in all retail sectors. That's why now is a good time to rethink your social advertising strategy.

In times of crisis, retailers with several stores have to take into account strongly changing circumstances. The right marketing message is now even more different than before. It is important to understand these changes and to adapt to the social advertising strategy accordingly. There are several points that you should pay attention to when drawing up a campaign.

1. Keep advertising
Pausing all marketing efforts is not a good idea. Brands that opted for that strategy during the first corona peak were virtually invisible. Consumers in these times have different expectations of retailers, especially when it comes to the content of social advertising. That is why you must keep advertising.

2. Respond to the information need
Consumers appreciate social advertising messages that fit the zeitgeist surrounding the corona crisis. This includes advice on the safe use of the products and services offered. But also updates about the measures taken in the store.

Uber Eats, for example, is a company that has responded well to consumers' information needs. In addition to showing that they handle delivery safely ( no-contact delivery ), they no longer ask for delivery surcharges from restaurants since the corona crisis.

3. Give discounts and offers an extra push
The crisis has had economic consequences for many households. It is therefore not surprising that discounts and offers score well. There are opportunities here, especially for supermarkets. It is important here that products remain available. After all, fair distribution is paramount.

4. Promote localized offers
Your social ads must communicate the correct local information. For example, the price and availability of your product must correspond to the product in the store that is closest to the consumer. Also think of opening hours, the delivery area, or information about, for example, crisis-related services such as curbside pickup.

Do you sell (online) products where sales are sensitive to weather conditions? Think of suntan lotion, ice, umbrellas or air conditioners. Then it can pay to adapt your social ads accordingly. Modern social ad platforms can include weather forecasts in their targeting mix.

If your campaign has been broken down by region due to the corona crisis, this is a good extra factor to use. HEMA, for example, is a retail chain that uses this successfully. They adapt their advertisements locally to the weather forecast.

5. Sharpen the omnichannel strategy
It has often been written about on this website: omnichannel is a new reality. The customer interacts with your brand through all kinds of channels and devices. It is therefore wise to provide your social advertising strategy with the necessary dose of omnichannel.

For example, a social advertising campaign does not only have to lead to higher sales but can play a role in the provision of information to the consumer. People who previously physically visited your store are now reliant on your online channels for their purchases and interaction with your brand. With informative campaigns, you can help them as well as possible.

Best Practices for Omnichannel
You can approach maximizing your offline sales with online advertisements in various ways:

1. Help customers find their way through the webshop. Provide online advertisements with information about the structure of your webshop. For example, set up a campaign that focuses on a specific sub-range.
2. Boost success numbers. Prioritize the promotion of bestsellers, such as seasonal products and discounted offers. Take into account regional differences.
3. Optimize for mobile devices. Optimize your social ads for smaller screen sizes such as smartphones.
4. Emphasize agency. Make it clear in the advertisements that the product they previously bought in the store is now also available online.
5. Apply radius targeting. Radius targeting allows you to reach customers near your store (s). You now want to direct them as much as possible towards your webshop.
6. Go fullscreen. Consider using full-screen ads like Facebook Canvas. This format lends itself well to converting print ads to your online campaign.

6. Be human
The corona crisis is hitting people hard. This lockdown also has a major impact on the daily life of your customers. Many of the securities have disappeared. It is therefore extremely important to maintain the relationship with your customers and to cherish their trust.

The best way to achieve that is through an open, human attitude. Go a step further in this. For example, provide more clarity about deliveries.

Inform your customers when they can expect something from you. But also when they cannot expect something. For example, report it honestly if it all takes a little longer than they are used to, and also explain why. You can also use social advertising campaigns for that.

Most of all, be patient. It may well be that people are hesitant and return their package on time. Meet them with alternatives or more generous rules. The extreme focus on profit generation is really of secondary importance in this day and age.

New normal
A highly localized social advertising strategy has always been a good idea. The current crisis has only increased necessity. For some hard-hit areas, it is even a necessary tool to maintain local turnover. Anyway, now is a good time to come up with a local and crisis optimized strategy.

Has your social advertising strategy changed since the corona crisis?