Apparel retailers, read the room
Why have I gotten more COVID-19 emails from Victoria’s Secret than my mortgage company?
Retailers who are not considered essential companies are in a strange place right now. While socially isolated Americans need food, water and a responsible medicine cabinet, consumers simply don’t need to know the latest in shoes and apparel. There’s a reason that Walmart, Target and Amazon are hiring in droves to assist with groceries and dry goods instead of the apparel department, and apparel companies are participating in drive-ups or online-only purchases. Even the tone of restaurant and grocery retailers has changed, with an increasing trend to include empathy and safety during the health outbreak of coronavirus disease 2019 (COVID-19).
Recommended Read: “Marketing Has Changed Its Message Due to COVID-19”
But non-essential retailers are still figuring out how to let their customers know they’re still “open” for business without going over the limit of e-marketing. Some get it. Others don’t. And I’d put Victoria’s Secret in the box that simply doesn’t get how to read a (consumer) room. In the past three weeks, I’ve gotten more e-blasts from Victoria’s Secret about store closings, Angel credit card warnings, reward points and COVID-19 updates than my mortgage company, my clients, my electricity company and even my parents combined.
And quite frankly, I simply don’t care about the latest updates on their store closings. I just want what I asked for — credit card statements. But what Victoria’s Secret (a retailer that is already losing funds and competing against major players like Savage x Fenty) has done is what other apparel companies should not do when it comes to email alerts: Blur the line.