As we approach the end of May, the effects of COVID-19 continue to persist. Full normalization has not yet been achieved in daily life or professional environments. Online meetings, remote work, curfews, restrictions in public venues, and sector-specific changes are expected to continue for some time. During this period, the behaviors and habits of consumers, companies, and managers have been evolving and adapting rapidly, suggesting that life post-COVID-19 will be significantly different.
Through research organizations, media outlets, social media platforms, and digital channels, we have been able to closely monitor developments and changes nationwide. Leveraging the data collected, many companies have reshaped their corporate strategies based on consumer digital interactions. Below, we have summarized the insights from Deloitte Consulting’s report, “The Effects of the Global COVID-19 Pandemic on Different Categories in Turkey,” for our readers.
Key Findings from the Report
The report categorizes the changes observed into three main areas: home life, social life, and economic life:
1. Home Life
The home has become the primary living space for people, leading them to engage in activities such as hobbies, online learning, TV shows, series, cleaning, DIY repairs, and cooking.
2. Social Life
Social life has experienced a dramatic slowdown due to the closure of dining venues, shopping centers, and cultural facilities. These restrictions have brought social activities to a near standstill.
3. Economic Life
Similar to social life, economic activity has also suffered. Limited shopping opportunities and business closures have significantly slowed the economy. However, the rise in e-commerce and increased interest in online marketplaces have kept some sectors alive and provided a degree of economic mobility.
Shifts in Digital Engagement
Since the onset of the pandemic, digital engagement dynamics have shifted across various categories. Some sectors emerged as winners, while others experienced significant losses. According to the Deloitte report, the categories with the highest changes in digital engagement during the March-April period included:
- Fitness
- Mobile retail
- Public services
- Public banks
- Local marketplaces
Conversely, categories with the least changes in digital engagement included:
- Health supplements
- Airlines
- Clothing and footwear
- Other transportation
- Public health services
Most Increased Digital Engagement Categories:
- Remote education and work platforms
- Fitness applications
- Mobile retail
- National supermarket chains
- Hobbies
Least Increased Digital Engagement Categories:
- Hotel accommodations
- Gyms
- Airlines
- Cultural venues (cinemas)
- Other transportation
How Are Brands Adapting?
In the present and the future, brands are focusing on various strategic areas to strengthen customer relations and corporate reputation. Key priorities include:
- Customer Experience:
Providing excellent service, redesigning loyalty programs, offering personalized recommendations, and planning initiatives to make life easier for customers have become essential. - Digital Optimization:
- Search engine optimization (SEO)
- E-commerce optimization
- Redesigning digital infrastructures
- Creating digital roadmaps
- Investment in Digital Channels:
Shifting capital towards digital platforms to boost online sales has become a vital strategy for many companies.
By focusing on these areas, businesses aim to adapt to the rapidly changing landscape and maintain relevance in the post-pandemic era.
Source:
Deloitte, The Effects of the Global COVID-19 Pandemic on Different Categories in Turkey – II, May 2020