While many businesses have been forced into hibernation as a result of the nationwide Covid-19 lockdown, others are benefitting from a swell of new customers.
With many "autopilot brand choices" out of stock, consumers have been forced to buy substitute brands , return to products they haven't used for years, or start shopping from different categories. This has introduced new products to their "brand repertoire", explains managing partner at creative consultancy Brandon, Richard Taylor.
"A new habit may only be formed if we've purchased the same new product multiple times over multiple months and just how long probably depends on the role that product plays in our lives," he suggests. "It is more likely that people may stay with these newly tried brands if there is a noticeable functional difference such as taste, quality, nutrition or convenience."
The key to keeping hold of new customers gained during the crisis will be to drive mental and physical availability, says Taylor, using messaging that is distinctive and making the brand easy to buy.
"It is then a question of which brand owners are bravest and are going to invest in times of uncertainty as we plunge into a deep recession. That depends on the appetite in the boardroom and cash in reserve," he points out.