Is Crocs Smartly Responding to the COVID-19 Pandemic? My Answer is…
Yes!
If you want to save your business in the contemporary era that the COVID-19 pandemic has largely swept, then you need to adapt to it efficiently. How? This is the question that everyone asks, but not Crocs! The company, which is primarily known as a shoe manufacturer operating in the United States and abroad, is no longer bothered with the COVID-19 pandemic because it has already developed efficient strategies for adapting to the current situation. Crocs’ marketing on digital platforms could be the answer to the “how” question.
Pandemic as a Catalysis for Businesses: Are You Serious?
The COVID-19 has devastated the whole world, while its adverse effect on businesses is evidenced almost everywhere. But not in Crocs! You might perceive this statement as a mere joke since companies have been forced to comply with the adopted quarantine measures, including the lockdown strategies that countries adopted to save humans’ lives. Now, you should carefully read the following statements. Crocs admitted that its fiscal fourth-quarter net income increased and reached the level of $183.3 million (which is equal to $2.69 a share) from only $19.9 million (29 cents a share) that the company had the last year. Essentially, the company’s revenues increased to $411.5 million. An exciting aspect is that Crocs expects that its revenue would further rise by 40% to 50% in the first quarter or from 20% to 25% for the whole year.
So How Crocs Managed to Adapt?
Both the website and Instagram profiles demonstrate Crocs’ tactics for adapting to the changes brought by the COVID-19 pandemic. Typically, the Instagram profile shows that after acknowledging that employees’ and customers’ safety is the company’s core priority, Crocs started establishing and maintaining efficient communication with consumers.
The new marketing strategy was carried out by uploading photos of individuals who feel comfortable while sitting at home, funny pictures of people who strive to adjust to the remote work, and how healthcare professionals perceived the launched campaign known as “Sharing a Free Pair for Healthcare.” The program has also been elaborately described on the company’s main website to illustrate to the public that Crocs cares about healthcare professionals and strives to assist them in the best possible manner. Instagram became the primary vehicle through which the manufactured shoes were described to the audience. In contrast, the website was turned into the main store with millions of people visiting it daily.
I think Croc’s reaction to the COVID-19 pandemic was brilliant: the company did what the consumers actually needed and wanted to see. In particular, the assistance offered to combat the pandemic and communication initiated with the potential consumers helped Crocs gain success.
To our friends in Healthcare, we want to thank you for everything you do, day in and day out, but even more so in these different times. Your compassion and selfless care for the people around you are more appreciated than you may know or feel.
——Crocs
Assumed Long-Term Effect
The long-term effect of the pandemic on how brands communicate with their customers would be huge. COVID-19 has allowed businesses to see that they are nothing without consumers and that the latter need communication. Specifically, communication and increased online interaction with clients is the feature that would become a characteristic one for all business (at least those that strive to attain success). Crocs has specifically illustrated what consumers need and demonstrated success in cases these requirements are met. With the account of the success that Crocs managed to get, I would strongly recommend business leaders to analyze the company's strategies.
I have also published my thoughts about Crocs UX evaluation, and if you are interested in it, click the hyperlink and you will see it.
