Allee preparing to maintain customer engagement with e-programs
Consumer needs and habits have transformed in a matter of moments, it has changed how we relate to those living in our immediate environment and how we manage our daily purchases. The events also left a serious mark on our values and attitude to life. All this suggests that the crisis situation has fundamentally changed consumer attitudes.
The last weeks and months have been a serious challenge for shopping malls and their tenants, as they deliver their products and services to customers mainly through personal sales channels. Programs built on virtual platforms are playing an increasingly important role in maintaining customer engagement. The online space is an interface where they can still stay in touch with potential customers/buyers.
With a well-created marketing strategy, Allee has put together a content marketing mix that continues to provide the communication needed with customers, where content is even more spectacular and innovative.
Today, it is not China or India that is the largest nation, but Facebook, YouTube, Instagram or just TikTok with its billions of users. The pandemic situation further strengthened the influential role of social media, changing the location and speed of word-of-mouth communication.
In the current period, Allee focuses beyond sale on value creation, and instead of transactional attachment, the primer task is to develop of emotional engagement in order to appreciate and pay attention to the visitors as users due to temporary reduced physical contact.
Allee has always focused on fashion and now in the pandemic period, we consider it especially important that in addition to a beautiful appearance, as many people as possible pay attention to healthy inner balance.
Openness and acceptance are the most significant values for us and that everyone has the right to be themselves, for this reason we have launched the #bodypositivity campaign and chose It Loves #asIam. This is the my Allee slogan. I think the key to finding customers and partners is to organize campaigns that are truly unique to us so that we can represent them authentically
Values that have come to the forefront as a result of the pandemic, such as solidarity, hope, community building, environmental awareness, turning to each other with understanding, or a positive customer experience, will remain with us for a long time.
"The main message of the #bodypositivity virtual fashion show initiative is that in addition to the latest fashion trends, we also need a positive body image and a happy relationship with ourselves. Additionally, numbers like weight, height or age can never determine a person’s value and significance," said Judit Bernád, the director of the Allee shopping center, in connection with the special online fashion show.
Videos of the virtual fashion show can be viewed by clicking on the links below:
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