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, and physical retailers were unavailable. We helped Naboso quickly pivot to be DTC-first to capitalize on this shift in consumer behavior.

By connecting the dots between their key cohorts and core value proposition — better movement for a better life — we delivered 200% ROAS on a rebranding campaign and a 2.7x increase in monthly revenue over three months.

How we did it was by connecting the three main dots of customer experience: compassion, continuity, and context.

Dot #1: Compassion

Creating a connected brand experience begins with stepping into your buyers’ shoes to understand their journey. You’ve got to understand their “why.” What motivates them? And what are their desires, pain points, and challenges?

Ultimately, the “why” of your customers is the “why” of your brand. (This may sound trite, but it’s amazing how often brands skip this initial…