We all instinctively know that safety is at the heart of everyone’s concerns amidst the COVID-19 pandemic. But brands have been slow to meet the Contactless desires of their customers. We hope to help brands understand the current state of consumer desires, and what you can do immediately to address them.
Rakuten Ready did a nationwide consumer study last week and learned that 86% of consumers said cleanliness was VERY IMPORTANT in their decision to visit a business these days, with another 12% saying it was important. So, basically, it’s a priority for just about EVERYONE.
While consumers in our survey did not explicitly say they wanted Contactless Services (as this is a relatively new term), it is fair to assume that the majority of consumers would appreciate them.
Contactless is a method in which people can get goods and services they need, without increasing their exposure to COVID-19, by eliminating contact with any other person involved in the process. Here are a few popular use cases:
Brands such as Chipotle and Little Caesars were ahead of the curve in offering Contactless Order Pickup. They provide open shelves and heating units, allowing customers to quickly grab their order and go. In-store pickup was already growing, but with COVID-19, Curbside Pickup, where the least amount of contact is required, is especially growing in popularity. Both forms of Contactless Fulfillment are now table stakes for restaurants, as more consumers begin to avoid delivery (aka additional hands touching your food), more and more.
Whether you are an essential retailer (grocery, pharmacy) or less essential, but still vital (i.e. wine retailers) or Staples, rules still apply – consumers want Contactless.
Staples is offering free delivery, curbside pickup, and implementing new protocols to ensure cleanliness and service that is as contactless, as possible.
Two other Contactless Services are gaining important traction now:
At the heart of the desire for Contactless services, is the need to feel at ease that your brand is doing EVERYTHING it can to deliver goods in the cleanest and safest manner possible. Look at what consumers recently said about restaurants (Data as of March 27th, 2020):
Almost 80% of respondents said they have avoided even takeout and delivery, amidst COVID-19 concerns – and 66% of them said that if restaurants proactively communicated safety precautions being taken, it would increase the likelihood of them ordering from restaurants again.
This tells us that there are additional steps to reassuring customers before we can consider how to drive business, at this otherwise uncertain time:
According to our latest survey, over 82% of consumers have changed their buying habits as a result of COVID-19. It is critical that your brand find the right balance between serving your customers needs and keeping your business alive.
We have never seen so much change, so quickly. Order for Pickup is now top of mind at every restaurant brand we talk to as it is one of the only options available to keep their businesses running. To do this, brands must make the fulfillment experience as efficient and safe as possible for customers and employees.
If you’re looking for a partner who has experience with brands of all sizes, we can help. Our Rakuten Ready ARRIVE product predicts customer arrival times so employees can optimize order throughput and provide a better, safer (ideally Contactless) fulfillment experience.
Connect with us to better understand how ARRIVE can assist your brand through these troubling times.