Post Lockdown: Strategies of Brands

What are you planning to do once lockdown eases? Work? Restaurants? or meeting your friends? 

Businesses around the world are planning something else. They are prepared with a strategy to get up and about. Here’s a list of some of the companies who have come up with plans to start the ‘new normal’.

1. UBER (Transportation Industry) 

#SaferForEachOther aims to ensure safety to both the driver and the customer as the services resume.

These are some of the new workings of Uber-

1. Online Mask Verification
2. Flexible cancellation for unsafe rides
3. Accountability for Drivers

So from now on, Uber is planning to get the driver verified through a selfie with a face mask, without which he cannot go online. If either rider or driver is found without masks, Uber may ban the person violating the rule. The cancellation charges would be paid by Uber if either party is uncomfortable to take a ride. This would be applicable until June until further notice. The company also says that it will provide 14 days paid leave to the drivers diagnosed with coronavirus or if quarantined due to it.

Uber is going a long way to making riders feel safe. As the nation shifts back to daily life, gaining customers' trust is of utmost importance. The planning of using shields inside the car between driver and rider might come in handy if the sample testing in the US gives promising results.

2. FORD (Automotive Industry)

Ford has introduced a Dial-a-ford service for its existing and new customers. 

The new service would allow customers to book a test drive, new car, and even a doorstep delivery. Keeping the alien touch to a minimum, the sanitization of the car will be primary. Existing users can get a car service done with a doorstep pickup and delivery facility.

According to the new norms, customers visiting Ford’s dealership would have to get body temperature checked via contactless infrared thermometers. The use of face masks and gloves would be mandatory for both customers and employees. It will also rearrange the floor plan layout to ensure social distancing along with disinfecting the store thrice a day.

Considering the economy currently, the rate of new customers for Ford would decrease immensely. How the brand plans to bring in new customers is worth a thought.

3. Facebook Shop (Social Media)

As more and more businesses and shops are struggling and planning to bring business online, Facebook is launching Facebook Shop in The US that would make shopping easier and convenient for a lot of businesses to interact with customers.

With a simple procedure, a business can feature its products in a catalog and can customize their look of the shop. Facebook Shops allows a single store accessible through both Facebook and Instagram. There is no restriction on the size or budget on products that would give easy access to business. 

The advertisements for Facebook Shop would grab a large audience and people can directly place order track deliveries and get a support system through Direct message, Whatsapp message, or messenger.

Penetrating the e-commerce market, Facebook would give ease to business by targeting the large audience of Facebook and Instagram users.

 3. Google-Apple COVID-19 contact-tracing Software 

The tech giants together have launched software that can be used by the public health authorities to develop COVID-19 tracing apps. These apps can be available at play store or iOS store for citizens to download.

The software uses Bluetooth radios within smartphones. It would generate an alert if the person comes in contact with a person diagnosed with coronavirus. Already 22 countries including Germany and Italy have agreed to use the Google-Apple software.

However, the software has been facing disapprovals of few health authorities over privacy issues. UK is one of a few countries that question the privacy policy of this application programming interface (API). It is also receiving questions regarding the battery drainage from the iOS which is not compatible with apps using Bluetooth.

4. Phygital Space

National Payments Corporation of India (NPCI) has mentioned the need to merge the digital and physical world as more and more people avoid crowds to maintain social distance, by allowing the retailers to take online orders and by receiving payments digitally. 

Phone-Pe and Google Pay have therefore allowed people to identify their local Kirana stores in the locality who are willing to deliver. This would ensure social distancing at the very core and minimizing the risk of infection spreading further.

There is also a fear of coronavirus spreading through currency notes, the new system could, therefore, ensure more digital payments in the country.

This might be a golden opportunity to drive people towards Digital India. 

5. StepOne (Partnered with Aarogya Setu)

StepOne is a telemedicine collective startup, that provides free teleconsultation for those showing Covid-19 symptoms.

It represents a network of volunteer doctors and 21 startups. The aim is to help people feel connected to doctors as much fear to visit clinics or hospitals during this time. It has turned out to be very efficient as it is helping people to stay at a distance and guide the person with infection to quarantine himself and not to infect others.

A prevalent observation says that people are aware of the symptoms but are not sure what to do if they contract the virus. Guidance from the doctor at home can give a direction to the person which would further lower the panic among people.

There's going to be a lot of changes from now on. It now might be a good time for Swiggy or Zomato to start delivering food through drones. Although there might be some serious repercussions of that. 

Do you think Drone delivery is feasible in India currently? What other things can you foresee?

Another interesting change is the app icon of companies getting redesigned. I for myself have seen the changed app icon of UrbanClap and Bewakoof. Check your phones and let me know in the comment section about the new app icons.

Write up- Shavy Jain