The digital pivot during the pandemic
Paradigm shifts in industry are common as companies fight to innovate and be on the cutting edge of technology however while these shifts are normally brought on by self-interest and drive for profit. The country by country spread of the coronavirus and subsequent health measures enforced by each nation’s health department had serious repercussions for every level of business from: small boutique stores, dropshippers, brick and mortar staples to global established corporations; all had to make their various adjustments to try to weather the storm.
Here in the Caribbean, for most of the business community who had already been making their transition to providing digital solutions for clients\consumers, the emergence of Covid 19 only sought to accelerate those plans. However, companies who had previously ignored, or slow played, incorporating online processes had to scramble to facilitate new initiatives which would both keep business going and keep their respective workforces and customer base safe from infection. A true balancing act.
But the big question is: How can brands/companies pivot digitally to meet the new consumption habits of a population, who will now have to spend the majority of their time at home? Well, first they should learn about the digital ecosystem and rules of engagement that govern it. Does your company have a website? Does that website translate easily on mobile devices – as mobile devices and its penetration in the population at large is the reason why getting the digital messaging of your band right is of utmost importance? Companies that had products that depended upon social interaction for either sale or consumption took a significant hit in the early stages of the pandemic, while people try to adjust to life under nightly curfews and social distancing.
One particular Jamaican based company, Appleton – through its Appleton Estate imprint – was the main sponsor behind the multi day staging of the Jamaica Rum Festival, a mere days before the first case of the coronavirus was identified on the island. The digital messaging displayed on Instagram before, during and immediately after the festival was angled towards getting people out of their collective homes and into a venue to #SipResponsibly with friends as #WeAreRumPeople, well at least the people attending and imbibing at the event. However, the message from the company naturally shifted during the time period from late March to May, Appleton now was showcasing easy ‘do it at home’ recipes for their audience to try once they have brought their liquor from the store but had to spend their time indoors as per government mandates. As time wore on, Appleton brought to focus more on specialized content culminating in their promotion of a live digital concert featuring reggae acts: Protoje, Sevana and Lila Ike in celebration of National Rum Day on the 16th of August while still maintaining the earlier digital messaging of enjoying a glass or two of Appleton Estate at home away from type of crowd that attended the Jamaica Rum Festival months before.
Another company that had to have an about-face regarding their particular business practices was KFC Jamaica. The Jamaican fast food landscape is dominated by the American based restaurant chain and thus the island’s franchise owners saw no real need to innovate to appeal to an audience that is increasingly reliant on the internet and by extension social media as their link to the wider world. Initially, KFC Jamaica’s early reaction to the pandemic was to encourage patrons – through their social media and well-placed digital ads – to utilize either their carry-out and drive- thru services and closing their dining areas at every location applicable, in keeping with the Ministry of Health guidelines. Which worked for some weeks but that approach failed to account for the consumer base who were furloughed and at home or were either reluctant to leave home or had no reason to as they have the ability to work from home. A subset of the population that was deprived of the option of purchasing from the popular junk food spot; this had to be rectified and fast as every day potential orders were not being filled. So, in the month of April, KFC Jamaica finally made the decision to implement delivery, after years of ignoring widespread requests for them to so. Instead of creating their own platform and app, KFC Jamaica partnered with 7krave, a meal delivery service, to try and fill the orders in the parishes of Kingston and St. Andrew. Due to the popularity of this collaboration, plans will have to be made for KFC to either build their own more expansive online service platform or partner with more meal delivery services across the island.
But what exactly did these companies actually do to execute such a notable shift in such a short time? While not having an insight into each corporation’s management structure; it is, however, easy to assume that both Appleton and KFC Jamaica decided to lean heavily on their community managers of their digital space. These community managers are generally responsible for: Social media analytics, Action plans for digital marketing, creation and management of content, connection with their company’s digital community and the monitorization of social networks. In terms of a company’s reputation and communication in the digital area, a community manager is responsible for it all. With regards to Appleton and KFC Jamaica, their digital pivot reacting to the mandated curfews and new public health policies had to be on point. All indicators show that each company’s community manager adjusted quite well: setting proper posting times, kept their community engaged with relevant brand content and most importantly was extremely responsive to their respective digital community. For Appleton and KFC Jamaica, the time period during coronavirus actually might ultimately prove fruitful if their current digital profile is anything to go by.
These companies are just some of the best examples of the innovation required to try and combat the fallout from the effects of the virus on not only the health of the population but on their lifestyle choices and spending habits as well. More brands/companies will have to follow the lead of KFC Jamaica/Appleton and pivot digitally to meet the new consumption habits of a population as we all try to adjust to the new normal.
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