How Suja Juice Respond to Pandemic
In the previous article, I mentioned that Coronavirus is gradually affecting our lifestyle, and most businesses are forced to respond to the current challenges. Many companies put the latest solutions on the top of the webpage to inform consumers of their measures to maintain customer loyalty. Suja Juice, which I previously analyzed their UX design, also published a response to the outbreak.
Customer motivation
Before analyzing, it’s important to understand what kind of experience that customers expect on your website. At this particular time, for a regular customer of Suja Juice, the most they want to know is whether Coronavirus will affect their future subscription. For a new customer who has been quarantined for two weeks and started to worry about their nutritional intake, they wonder if they can order tasty and healthy juice from the website.
Website
On the webpage, Suja uses a first-person narrative and formal language to explain their current situation. They inform the consumers that Suja will suspend product availability online. I think it ’s smart to use a first-person perspective because it established a direct connection between the brand and the consumer as if Suja is directly communicating with the consumers. At this difficult time, they want their loyal customers to understand the inconvenience that is caused by the Coronavirus. In addition, the use of formal language in Suja’s apology increases the credibility of the information and the consumers are potentially less dissatisfied with the closing of service. Suja continued with the simple style since emergency articles do not need a lot of landscaping and decoration. The transmission of information should be the top priority, and Suja does a good job.
Social media
On Facebook, in addition to the same information on the official website, Suja further elaborated where to buy products. Another thing that I think they did well was to post about life. The language is more conversational, which brought the company closer to consumers. I think people now are in far social distance, it is even more necessary for brands to use conversational language on social media platforms to shorten the distance between people and their brand. The brand should try to post things that are relevant to current consumer life so that the consumers could find their vibration with the brand. On Instagram, Suja has done a good job by posting memes while continuously updating the current status of the company to help the consumers feel less stressful.
Communication in Pandemic
Data shows that more than half of companies in the UK postponed or re-reviewed ads before the release of stay-at-home orders. It was urgent to change the narrative of the ads with the change of the situation. In addition, emotional advertising performs better than rational advertising. Some emotions are more effective than others. For example, Bupa’s ‘Is it normal?’ campaign, which talks about mental health, now performs better in testing than it did at launch, while an ad from a car brand that talks about competitive racing and beating other drivers performs much worse. People are looking for emotional sustenance and security from social videos rather than competitive aggressive advertising. I believe this trend will also continue after the pandemic.
