Consumer re-entry is inevitable.
Restrictions are being lifted in many states and our data shows consumer positivity increasing to 52% nationwide, a recent high and close to early Covid days. We've seen this movie before, yet will it have a happier ending than the last time?
Early May last year, we saw the "theory of re-opening collide with reality" as restrictions were lifted. Instead of bolting out the doors, consumers realized that they weren't quite ready to start back, causing positivity numbers to plummet. The data shows we have been on a roller coaster ride ever since.
Why this time should be different:
The vaccine gives hope and confidence to most Americans to return to normal activities, only 14% say they will never take it.
As consumers, we've learned how to navigate in our comfort zones.
Pent-up demand is at high across many business verticals. Consumers crave joy and social connections.
Consumers and businesses alike can be a student of the past with a year under our belt so we don't repeat history.
#ReEntry is still a bell curve, so focus on the leading edge consumers and remind them why they fell in love with your brand in the first place. Lead with joy, reassure with safety.