In what ways has your business been impacted by COVID-19 and how have you responded?
The most significant way the pandemic has affected our business is the closure of retail stores which obviously has lead retailers to scale back on orders and has dramatically impacted our forecasts with these customers. We have responded by focusing heavily on our e-commerce channel and our QVC channel, both of which are performing extremely well.
Are there any stand-out initiatives you’ve seen where you think people have reacted to the situation positively?
Protecting your eyes during this time is incredibly important for two reasons. First, people are spending an extraordinary amount of time looking at screens with blue light coming out of the screens so protecting your eyes with blue light protection glasses is super important. In addition, there have been a number of medical recommendations to people to start wearing glasses instead of contact lenses because glasses prevent people from touching their eyes. So even if you don’t wear a prescription, wearing the blue light blocking glasses makes a lot of sense as a preventative measure. We have highlighted both of these attributes and customers have responded very favourably to them.
What do you think marketing will look like for you post-COVID-19?
I don’t see a major change other than perhaps more focus on digital advertising to drive the e-commerce business.
How has the new normal of social distancing and self-isolation prompted you to get creative and think outside the box?
Keeping everyone involved and fostering a sense of togetherness and team during this time has definitely taken some creativity.
What’s the first thing you’re going to do once the lockdown is over?
Travel travel travel travel. And then some more travelling.