How does Chaco Survive in the Pandemic?
Hi guys, how are you this week? Due to the pandemic, I can’t go to New York and take the online courses in Shanghai, China. It’s not just me, the pandemic has brought a huge impact on many companies. Most companies adjusted some measures in time. Today, I would like to talk about how Chaco has adapted to the COVID-19 pandemic in its marketing on digital platforms.
Official Website
Chaco provided a few updates regarding Chaco’s response and its operations for the pandemic on the official website. (details)
On the official website, firstly, Chaco expressed a statement about the safety of the production process. In addition, it also talked about the specific situation of online sales and the special way of offline purchase. It also mentioned that in order to deal with the epidemic, they modified some factories to make masks, which would cause delays in some orders. I think this is a very clever approach. It not only reflects the company’s sense of social responsibility, but also gives reasonable reasons for some delayed orders.
I think Chaco uses Instagram very well. It will publish some important promotional information and activities separately, and make very conspicuous pictures that make it easy for people to notice. What surprised me most is that it uses the story function very well. It clearly categorizes stories into 9 groups. I think the content inside can solve at least 90% of customers’ problems.
What’s more, Chaco uses the story function to let their leaders make some short videos to talk about what they are doing to overcome the pandemic. I think it makes the customers feel very kind and it is very helpful to increase loyalty.
On Facebook, Chaco is mainly in the form of pictures and text. It usually publishes pictures of new products or buyers' show and some public welfare activities and almost no sales promotion information. After the text, it often puts the link of the online website so that people who see that can enter easily.
Both a disaster and an opportunity
There is no doubt that the pandemic has brought many problems to Chaco. The economic downturn will lead to a decline in sales. The closure of physical stores has also led to the loss of many customers.
But I think this is also a new opportunity for Chaco. Nowadays, the Internet has become more and more important. The pandemic has forced Chaco to pay attention to online shopping. This will not only improve Chaco's online shopping system but also bring more customers who are accustomed to online shopping to Chaco. If more and more customers are accustomed to online shopping, it will greatly reduce the cost of Chaco.
