{"id":2262,"date":"2020-08-25T11:16:55","date_gmt":"2020-08-25T11:16:55","guid":{"rendered":"https:\/\/feedmanager.naracreative.com\/adaptation-du-marche-suite-a-la-covid-19\/"},"modified":"2026-09-08T09:00:31","modified_gmt":"2026-09-08T09:00:31","slug":"market-adjustments-in-response-to-covid-19","status":"publish","type":"post","link":"https:\/\/feedmanager.naracreative.com\/en\/market-adjustments-in-response-to-covid-19\/","title":{"rendered":"Market Adjustments in Response to COVID-19"},"content":{"rendered":"

The economic landscape changed completely between lockdown and reopening. The crisis altered consumption habits and profoundly disrupted e-commerce.<\/p>\n

Companies that had not embraced digital transformation found themselves at a disadvantage, while those that had focused their digital strategy on online channels saw their performance surge depending on the category.<\/p>\n

Some sectors that were popular during lockdown are stabilizing at a higher level than before lockdown, while others are still in crisis.<\/p>\n

How can different retailers adapt their model to become more agile? And how can they respond effectively to rapid changes in consumer needs? How should a company adapt its offering accordingly?<\/p>\n

Highly Impacted Sectors<\/h2>\n

For some sectors, demand increased considerably during lockdown, and even afterwards. The Garden, DIY, Home & Decor<\/i> and Home Appliances<\/i> categories were heavily sought after by people wanting to use lockdown to do their spring cleaning or carry out renovations in their homes. However, faced with such strong demand, some retailers were overwhelmed and could no longer guarantee fast delivery and restocking.<\/p>\n

Today, demand in these sectors remains very high and it is necessary to restore a balance between supply and demand in order to reduce delivery times and order cancellations.<\/p>\n

Conversely, some sectors were severely slowed down during lockdown and are still affected today. These include, for example, Travel & Tourism, Automotive<\/i> and Events & Entertainment<\/i>, particularly due to restrictions on travel within the country and to other countries, limits on gatherings to a certain number of people, and restrictions affecting venues such as cinemas<\/a>.<\/p>\n

\"\"<\/a><\/p>\n

Source: https:\/\/covid.ds-weborama.com\/<\/a><\/p>\n

Consumption Trends Are Changing<\/h2>\n

Lockdown had a significant impact on French consumption habits. According to a Happydemics survey, 22% of French people say they no longer consume in the same way as before<\/a>.<\/p>\n

First of all, we can observe an increase in local searches. In other words, even though digital channels were heavily used during lockdown and drive-through pickup or home delivery became increasingly important<\/a>, French consumers want to return to stores, particularly local stores.<\/p>\n

\"\"<\/a><\/p>\n

Source: Google Trends<\/p>\n

We can also observe a surge in audiovisual content, driven by the desire to escape and search for information during this health crisis. YouTube, podcasts, cooking shows, DIY, personal development (Yoga, home workouts, etc.), not to mention streaming platforms such as Netflix, Disney+ or VOD, were among the ways French people entertained themselves during lockdown. This trend has also continued after lockdown.<\/p>\n

Looking at Netflix, we can see that 15.8 million people subscribed to the platform from January to March, compared with 9.6 million during the same period the previous year<\/a>, bringing the total number of subscribers to 183 million in April.<\/p>\n

Many French people turned to digital tools to communicate and maintain social connections with relatives or colleagues through video conferencing. Google Meet usage, for example, increased thirtyfold during lockdown<\/a>.<\/p>\n

And Expectations Are Changing<\/h2>\n

As consumption habits evolve, consumer expectations are changing as well. This is why companies must adapt their marketing message to these developments.<\/p>\n

Users need to trust the brand and feel reassured throughout the purchasing process, from delivery to after-sales service. They must also receive products that match the characteristics described on the product pages.<\/p>\n

Toward a New Way of Communicating?<\/h2>\n

As experts, we recommend adopting certain strategies to adapt your e-commerce business as effectively as possible to new consumer habits.<\/p>\n

First, there are values that should be promoted. Retailers need to adapt the way they communicate, and to do so, focusing on transparency and agility is essential.<\/p>\n

For offers where demand is high, it is important to ensure that stock is properly updated across the different platforms and that delivery times are managed effectively in order to further amplify revenue growth. In addition, flawless customer service will help acquire and retain a new customer base (trust & responsiveness).<\/p>\n

How can you anticipate and prepare for specific consumption peaks? \u201cThe key is to remain agile and adapt quickly to changes in demand.<\/a> To better understand consumer behavior, tools such as the Google Ads Performance Planner or Google Trends can be useful.\u201d<\/p>\n

Second, certain formats should be prioritized. For example, retailers linked to growing categories such as cooking, DIY and decoration can develop YouTube videos. Another example is strengthening the omnichannel experience, in other words, combining the Web and physical stores.<\/p>\n

Indeed, physical stores remain the primary shopping destination for 80% of French consumers. To capture online demand and redirect it to stores, you can take advantage of the new features available in local campaigns<\/a>:<\/p>\n