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Timelinks

Connecting with Consumers During the Lockdown

Timelinks strengthened its relationship with customers by opening up avenues for interaction, helping them deal with change, and keeping them engaged.


Overview

Beginning May 2020, life took a drastic turn with the Old Normal being challenged with continuous lockdowns, restrictions and social distancing. Timelinks responded to this crisis with empathy and trust, gradually channelizing people's response to these challenges. All of Timelinks' stores have a large customer base--all of them in Chennai, one of the worst hotspots during the Covid crisis in India


Our objective

Our focus was on reorienting customer experience to meet the primary concerns of customers: safety, support and emotional bonding.


Our challenges

  • We did not have sufficient social presence to reach out to our target groups.

  • People were already on to various online programs, which may hamper our attempts to reach them.

  • Our target groups were varied--from housewives to college kids, and we had to connect with each one of them.

Our approach

To meet our objective, we decided to bring joy to our customers and support their emotional needs at a time when they are feeling 'trapped at home.' For our non-millennial customers, we decided to guide their movement to online channels. It was also a launchpad for us to explore vigorously those online platforms where our millenials are present.


We launched three activities to reach out to our customers:

  1. Building a purpose-driven bond: We conducted a program on ayurvedic care on Zoom. Ayurvedic treatments were coming back into focus because of their immunity boosting properties. The program, hosted by a reputed practitioner, touched upon self-care, preventive measures and good practices.

  2. Demonstrating care for the community: On the occasion of the World Yoga Day, we hosted an online yoga session for the public. Participants were guided through various steps and asanas, helping them to deal with personal stress and showing them the way to manage emotional issues.

  3. Fostering a lasting connection: To ensure regular interaction and engagement, we partnered with other like-minded organizations to organize an online quiz program. The quiz, spread over a month, was open to public on subsequent weekends. The buzz spread, and a lot more people across the region participated in this event.

All these efforts helped ramp up support for our endeavours. Moreover, these programs helped reinforce customers' belief in our work and cause. Importantly, people began to realize that brands do care and are willing to help the community. Our efforts during this crisis helped forge a strong bond with customers and created opportunities for growth.


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