How to Stand Out In the New Attention Economy

Just four weeks ago, physical retail accounted for nearly 90% of consumer spending. Almost overnight that flipped — and online shopping has become dominant.

With billions of consumers stuck at home, retail brands are being forced to rethink their strategies to reach their customers and maintain human connection.

Last week, we gathered industry leaders to discuss how retail brands can stand out in the new attention economy. HERO® Founder Adam Levene, was joined by Director of Brand Engagement at Stylus, Katie Baron, and Mike Hann, President & Co-founder at Poq, to explore the new consumer trends — from video-based virtual selling, to a surge in app commerce and to new types of content.

We’ve highlighted five key insights from their conversation:

  • The COVID-19 crisis is accelerating the appetite for virtual selling and other omnichannel tools. Consumers have clearly shown that they are ready for this new way to shop, and it’s time for brands to go all in.
  • When it comes to connection, think intimate in the form of personal consultations, 1:1 texting and “digital campfires” for your community. This kind of specialized attention is a way to strengthen existing relationships and create loyal new customers.
  • Your store associates are more important than ever before. Not only are they your best advocates, but they put a human face to your brand at a time when consumers are craving human connection.
  • A D2C approach is invaluable right now. This will put you in the mindset of speaking directly to your customers while keeping you nimble.
    Consider long form content. Many consumers have more time on their hands than usual and now is the time to move beyond just the “snackable” to episodic, in-depth and advice-oriented content.

At HERO®, our mission is to keep stores and their employees at the heart of communities and the economy, and we’ve been proud to be actively helping our retail partners weather the storm of the COVID-19 crisis.

For further insights on navigating the new world of retail during COVID-19, you can read more here:

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About Hero®

Add the “IRL” experience to your online store, with the #1 virtual shopping platform. Headquarted in London and New York. Hero is trusted by brands including Levi’s, Nike, Herman Miller and LVMH.