Recommended Marketing Tactics that would help ease the Contactless

Purchase exploration based on Consumer Behavior Theories –

In the immediate Post-Corona world, every firm’s primary objective will be to develop the
right service/product delivery channel that safely and convincingly delivers a product to the
end consumer. The latter is not evidently communicated and requires right marketing
tactics that would amplify the cause that firm is trying to solve for the customers.
Considering Contactless Purchase behavior, the primary objective is to lower the perceived
risk of the prospective transaction the customer would carry out and to bring confidence in
successfully completing a purchase. The pandemic has extensively affected many Industries,
which has led them to explore marketing innovation to get their product to end customer.
Below we discuss some marketing tactics that has been suggested based on Industries and
identifies prospective consumer behavior and how they could be bypassed for results.

a) Automobile Industry –
 Consumer Behavior – Bearish Sentiments, Too many physical touch points, High
Involvement product implies high decision period.
 Marketing Tactics – Offering Seamless online experience (marketplace) & Home
Delivery or Door step Test-drive choices (minimal physical) for Second Hand / BS-IV
vehicles (massive discounts) with certification by auto expert (capture trust) under
compulsory sanitization. Choice of AR-VR for store and 360 degree virtual vehicle
exploration.

b) Retail Industry –
 Consumer Behavior – Fear of contracting virus based on high frequency of purchase
journey (essentials), product try on (e.g. dresses), cash payments, and shared touch
points.
 Marketing Tactics – Pushing the cause for Digital Wallets and online payments
options. Facial Recognition unlocking & Voice based touch point usage. Augmented
or Virtual Reality based digital try-ons and experience, AI-ML based personalized
choices all implementable on an immediate term leveraging 5G. Prospective of
drone based deliveries in advanced markets.

c) Health & Fitness Industry –

 Consumer Behavior – Apprehensive about visiting doctors fearing unseen external
complications, Choice for home based treatments, Fear in visiting testing centers,
Open gyms an unsafe option hence forced indoor fitness regimes, Visiting
consultation given a miss, probable turnaround towards Lazy lifestyles.
 Marketing Tactics – Pushing Telemedicine or practice of remote caring of patients as
a new service offering, Online Consultation with doctors is taking pace, and VC based
fitness Instructors and incentivizing regime planner apps are on a rise.
d) Hotels & Food Delivery Industry
 Customer Behavior – Fear of multiple physical touch points in service rendering at
restaurant, Avoidance of Cash based transactions, Trust issue with the preparations,
Uncertainty in safe handling and delivery capabilities, Homemade products taking
prominence.
 Marketing Tactics – Developing QR based apps that offers Digital Menus,
Confirmation & Digital payment options, Curating campaigns that entices the visitor
to share the story and review the service conditions(customer ratings gain trust
traction), Contactless drive-ins and takeaway points, Voice based service, Position
the restaurant image well(build trust), show the techs and preparedness, in place,
actively engaging in prominent digital spaces with traffic, Good SEO(Easily found
online), Incentivize to gain genuine testimonials, Home cooking kits as a product
offering. Safest supply chain & production capabilities that strengthens “Food that is
only touched by you”
e) Real Estate – Workspaces & Offices–
 Customer Behavior – Fear of commutation (stranger co-travelers), Uncertainty in the
precautions and safety standards of Workspace infrastructure, Threat of the clumsy
colleague without proper safety etiquettes.
 Marketing Tactics – A massive push to VC based meetings, Teleconference Tools,
Remote based machine handling, Massive changes in Office behavior (social
distancing norms) and self-help markings, Push for Personal mobility choices, the
need for Dynamic Schedule switch, alternate taskforce presence requirement.