Providing Mental Relief to Shoppers

Shoppers were looking for ways to manage their stress levels long before the coronavirus crisis. According to WSL, nearly 45% of consumers said stress was a top obstacle to a healthy life back when life was “normal” – before homemade facemasks became lifestyle accessories.
 
Now, the effects of the pandemic’s unknown trajectory are expected to amplify this demand and foster an uptick in retail-supplied mental health services. In particular, consumers are coping with fresh anxieties involving depression, addiction, education and finances.
 
The findings of WSL’s most recent COVID-19 research reveal that more than a third of shoppers are very worried they won’t be able to pay their bills. 32% are very worried about layoffs, while 14% have already experienced job loss in the household. 33% are anxious they will not be able to get medical care if they need it. A quarter fret about running out of food, medications, and other basics. Finally, 38% fear their children will fall behind on school work.
 
To top it off, nearly a quarter of shoppers are more stressed from working at home.
 
Addressing Stress
 
WSL argues that helping customers manage these new forms of anxiety should be as much a priority to retailers and brands as price points and online ordering options.
 
Here’s a preview of what brands and retailers are getting right:
 

• They listen before talking. Brands and retailers that can identify their customers’ stress triggers are more likely to get their messages right for the moment. By recognizing the angst that results from limited control over activities, for example, they can better explain how their goods and services can restore a sense of freedom. Clinique was one brand that stood out.
• They identify ways existing products can meet new needs. 54% of consumers will only consider new products if they address virus concerns, according to a report by Harvard Business School. This tendency toward trusted brands may give existing products an edge in addressing pressing issues such addiction and post-traumatic stress disorder. We found many examples of companies, including Beekeeper’s Naturals and the fitness app Freeletics, gearing their services to help cope with these difficulties.
• They develop services for emotional support. Housebound consumers are additionally more lonely, sleep-deprived, and struggling with inertia. Several retailers and brands are reaching out with free services that support their customers emotionally.

 
Key to each of these guidelines is timing. Many shoppers don’t immediately recognize they need mental stress relief – retailers and brands have an opportunity to guide them toward mental wellness before it becomes a personal crisis. For this, shoppers will be grateful.