Compassion, Continuity, and Context: The 3 Dots to Connect to Drive Commerce During COVID

There’s no question that COVID-19 has been a major catalyst for our reliance on digital technologies. Adobe Analytics reports an additional $107 billion spent online since the pandemic began.

But let’s look past the dollar signs to make a more valuable connection. What some might see as a trend, Accenture says, is a bonafide consumer behavior shift:

“To manage isolation, consumers are using digital to connect, learn and play — and they will continue to.”

Showing up across digital channels as personable, meaningful, and helpful is the fastest, most direct way for a brand to give its customers some love. This isn’t just a smart strategy but a must-do in our post-COVID world.

I’ve seen this play out firsthand with innovative movement and wellness brand Naboso, whom we had the pleasure of partnering with just as the pandemic hit. Their line of insoles, mats, and flooring is made out of a patented proprioceptive technology that activates the nervous system and enhances movement.

COVID-19 made it exceptionally challenging to reach their core audiences — which range from neurologically compromised individuals to performance-driven athletes — as the usual sales channels like doctors’ offices, gyms…