How Google recommends prepping your brand for a post-COVID world

Google recently weighed in on trends happening during the pandemic. We used Google’s research to create a checklist your multi-location brand can follow to be in the best position during and after the pandemic.

an analysis of brands’ COVID responses. Google also noted that, while the customer journey had already been trending toward beginning online, the worldwide pandemic has accelerated that shift, because shoppers have been more reluctant to leave home – and more likely to research online before doing so.

a Google report shows that shoppers have been using search significantly more in 2020, across all categories – local searches have been especially on the rise.

Google

Google data showed that throughout the pandemic beauty products have continued to be purchased more frequently in-store than online. (For a close-up look at how a beauty brand can leverage its online presence to make offline sales, check out this case study)

Google summarized its advice as “brands should focus on ways to optimize their digital assets, measure their online-to-offline effectiveness, and provide correct information.” We’ve used that as the launching point for this pandemic recovery preparation checklist:

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CHECKLIST

• Measure your online-to-offline effectiveness by constantly checking your insights and monitoring your reviews to gauge your customers’ experiences.Provide correct information about your brand and stores – such as website links, open hours, addresses – to ensure that your customers know what you’re offering and when, where, and how to find you.