How to Prepare for the Next Phase of COVID-19

In many ways consumer behaviors and retail trends are ever-changing. Still, patterns are emerging and even mirroring across various markets. While many cities in the U.S. have already settled into phase five, or restricted living, on Nielsen’s six threshold levels of the coronavirus, others are just stepping in. As predicted by Nielsen’s data, phase five is marked by mass cases of COVID-19 and communities ordered into lockdown. In tandem, consumer behavior shifts include increasingly restricting shopping trips, limited online fulfillment, and a rise in price concerns as limited stock availability impacts pricing. As companies prepare to enter the next stage, Lauren Cooley, senior vice president of retailer and brand solutions at RetailMeNot, talks to WWD about how retailers are preparing or can begin preparing for phase five, emerging retailer trends and consumer behaviors. WWD: What is happening as retailers shift from phase four to phase five? Lauren Cooley: COVID-19 has created a challenging environment for retailers. Heading into phase four, many retailers responded by shuttering their doors to prioritize consumer safety: Nordstrom, Saks Fifth Avenue, Macy’s, H&M, Chanel, Ralph Lauren, Sephora, Nike, Apple and more. Phase five introduces a host of challenges for retailers. Retailers need to pay closer attention to their online presence —

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