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Contactless Era, Fearless Leaders

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George Gritzalas
George Gritzalas

This document provides a summary of how businesses in Greece can adjust to changes brought about by the COVID-19 pandemic. It outlines several key changes like increased online shopping, people working from home, and concerns about health and safety. It then discusses opportunities for businesses, such as providing more delivery options, improving ecommerce infrastructure, and addressing needs for mental health support and hygiene products. The document advocates for fearless leadership that focuses on the long term, accelerates change, leverages data, prioritizes employees, and uses advertising to gain competitive advantages during the economic recovery.

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A quick guide to help businesses adjust in the near future. Contactless Greece
Greece after the lockdown The fight against Covid-19 is not over. However, after 50 days of lockdown, we are about to experience an affected and changed society. In this report, we will try to understand the Covid-19 effects in Greece from a marketing and business perspective. Of course we don’t underestimate the impact on health which is of course the most important one, but it’s out of the scope of this project.
Our Ecosystem is Changing.
Change Drivers Top-down triggers of change (e.g. the enforcement of wearing masks, the limit in the number of people working in companies, waiting outside the store for haircuts, limits on people eating at restaurants etc.) Bottom-up triggers of change (e.g. fear for health issues, fear for economic uncertainty, need to protect friends and family etc.) that start from companies and people themselves. Another key trigger of change is digital transformation. Both government (e.g. gov.gr), businesses (e.g. remote working) and people (e.g. online shopping) embraced digital and the impact of this change seems to be here to stay.
Behavior is Changing • Fear drives decisions • More anxiousness • Economic uncertainty • Loneliness • Fear for own health • Even more fear for health of close people and relatives • More people working from home, but lacking facilities (equipment, platforms, etc) • More available time for other activities by avoiding commuting to work • Better work-life balance but obscure limits • No willingness to return soon • More time at home • Usage of masks outside • Distance & no handshaking • More private vehicle usage • More travelling restrictions • Fewer public events
Sentiment is Changing Ιncrease in trust for • government • local institutions • traditional media • scientists Decrease in trust for • the church • political parties • European Union • families People believe more now in • the healthcare system • social solidarity • private initiative • Greece
Media Consumption is Changing • Television • Websites • Social Media • Streaming Services • Radio • Magazines • Newspapers • Out of home • New ways for item discovery • Need for digital sampling • Content marketing opportunities
Shopping is Changing • Growth on online shopping • Customer care goes online • Home/Contactless Delivery • Customers search for hygiene • Easier to compare prices • More online research for high involvement products • Less Retail & Restaurant visits • Less frequency, larger baskets • Limit on people in physical locations
Businesses Face New Challenges.
Challenges as Opportunities In the following segment, we are going to see how some business challenges of the post-Covid-19 era can be re- evaluated as opportunities for potential operational adjustments or the development of new products.
Home is the new black. People are staying more at home, avoiding going out that often. They work from home, they consume home entertainment, they order food at home, they do their shopping from home. Everything @ Home CHALLENGE
The Everything @ Home trend, creates opportunities for home entertainment services (eg. streaming services), for new types of products or bundles for delivery on restaurants, for home experience product bundles (e.g. work from home products or services bundles), for home equipment bundles and home improvement in general. Everything @ Home OPPORTUNITIES
During the lockdown we have experienced enormous growth rates on ecommerce sales, yet it was very hard to support demand in terms of logistics, delivery etc. Ecommerce Growth CHALLENGE
Those that will adapt fast, automate their processes and supply chain, will have more happy customers and less pressure on customer support. There is also an opportunity to convert new users to loyal users, by using online advertising and loyalty tools. Ecommerce Growth OPPORTUNITIES
As we saw earlier, people are more anxious, feeling lonely and depressed. And not only for adult people, but kids, who are also going through a very stressful experience. Mental Health CHALLENGE
People are seeking more mental health support and seminars for mental health online, while HR managers should also have it in mind. Mental Health OPPORTUNITIES
People are wiping down and cleaning everything they get at home, from groceries to electronics, because they are seeking for hygiene and want to feel safe. Safety & Hygiene CHALLENGE
This creates opportunities for repackaging or product bundles, for building trust by claiming and communicating the safety measures that each company takes and last but not least, there is also an opportunity for branded masks and special add-on products. Safety & Hygiene OPPORTUNITIES
Both for regulatory and for safety reasons, fewer people should be in the same available spaces. Also, people need to feel safe in our space. Same space, fewer people CHALLENGE
Compliance can be very creative. From protective plexiglass with creative designs, to completely new configurations. Same space, fewer people OPPORTUNITIES
The Covid-19 pandemic has made clear that the near future has a special space for automation and digitization, in order to avoid human interception and enhance resilience. Moreover, we experienced how white-collar workers just switched their location from their offices to their homes, while blue-collar and gig economy workers either couldn’t work or were at higher risk. Educational Needs CHALLENGE
With those in mind, we can predict a rise in search for online educational programs, from people looking either for upskilling on digital, or reskilling on a different industry. Also, there are people that will turn to and try creating diy products, so there is also space for content marketing. Educational Needs OPPORTUNITIES
Recovery needs FEARLESS leaders.
Greece as part of the World Reopening stores brings optimism, but it doesn’t mean that by doing so the economy immediately recovers. We don’t know how consumers will react, and we don’t know how competitors in each market will react also. What we know though, is that it is very difficult to draw conclusions about Greece, because during the pandemic, there was a better reaction in terms of healthcare, measures and impact on human lives. With that in mind, we chose to focus our research more in times of economic recession and less in times of pandemics, in order to create a guide that will be useful for business and marketing leaders, to get the most out of this momentum by acting local but thinking global.
The Shapes of Economic Recovery Τhere are 3+1 general patterns of economic recovery, represented by alphabet letters. The first 3 patterns of recovery shape the LUV acronym, described as followed: • L for immediate drop and very slow recovery, • U for immediate drop and slow recovery and • V for immediate drop and immediate recovery.
While we hope for the opposite, there are health scientists who expect the virus to come back (the Spanish Flu had 3 rounds of spikes). Also, WHO recommends that governments are very slow to remove lockdowns and social distancing measures to avoid new spikes. In case of new pandemic spikes though, it is possible for economies to experience something like W-shaped recoveries and with that in mind, we suggest taking immediate precautionary measures to flatten the potential negative spikes. Unexpected W’s THE FOURTH LETTER
The need for Fearless Leaders Recovery needs fearless leadership. Leaders that are decisive enough to take action while others hesitate, to find opportunities where others see risks and to focus on creating long-term strategies instead of short-term tactical reactions. • Focus on what’s important • Effectuate operations • Accelerate change • R&D makes innovation the key to success • Leverage available data • Employees first • Surpass competition with advertising • Start-up or marketer mindset
First and foremost, as a leader you have to think clearly. Till now, you were driven by circumstances and you were primarily reacting (by being in the “manage” quadrant). Now is the ideal time for more careful planning and more stable next steps (by moving to the “focus” quadrant). Focus on strategy and after accepting that this will be a difficult year, try to move your thinking out of economic quarters and fiscal years and more towards the long-term. Focus on the long term FROM REACTING TO PLANNING
What the Covid-19 crisis proved, is the need for resilient and adaptable operations. Even the most cost-cutting oriented CFOs agree that efficient operations can reduce costs and bring growth, especially after viewing the results of digitization and automation during the pandemic. A research done only on US CFOs showed that • 49% will make remote working a permanent option for specific roles • 40% will accelerate automation and new ways of working and • 26% will reduce real estate footprint (eg. partial opening of offices, retail locations) Effectuate operations DIGITIZATION AND AUTOMATION CREATE EFFICIENCY
A study on 4,700 companies regarding 3 global recessions, found that there are four company types: • Prevention-focused, that make primarily defensive moves and focus at avoiding losses and minimizing downside risks. • Promotion-focused, that invest more in offensive moves. • Pragmatic, that combine defensive and offensive moves. • Progressive, that make the optimal combination of defence and offence. The first two aren’t the ones that win the crises. Accelerate change COMPANIES CAN BE CLASSIFIED INTO 4 TYPES Source: Harvard Business Review, Roaring Out Of Recession
The outcomes of the previous research came to similar conclusions as the outcomes from Gartner, that claim that winners push innovation, change strategy and take risks, while the ones that focus on conservatism and cost-cutting are eaten away. It is worth mentioning though, that innovation isn’t only radical, but it can be incremental as well, and not only on products or services, but also on processes. R&D makes innovation the key to success IT’S TIME TO INNOVATE
In order to make the most out of communication, you have to get in the shoes of your customers and better understand their needs. To find them, you can use on-top of owned data, digital and tech analytics. In that way, you can be both purpose-driven, but also customer centric. Companies who know what their customers value, can adjust their communication, develop new use cases and tailored experiences based on those insights. Leverage available data USE DIGITAL TO COLLECT DATA FOR YOUR CUSTOMERS
A research made from Gartner regarding the 10-year after winners of 2008 recession, points out an issue on talent management, suggesting 3 steps: • Identify critical talent competitors (and maybe consider contacting the some of them). • Reorient talent programs and services towards future needs. • Build and nurture engagement among leaders. What is also worth mentioning, is that internal communication is very important, in order to make employees feel safe, connected and empowered. Employees first COMMUNICATE, PROTECT AND EXPAND
Based on historical data, after the last recession in 2008, ad spending in the U.S. dropped by 13%, with newspaper ad spend dropping the most at 27%, radio by 22%, magazines by 18%, out-of-home  by 11%, television by 5% and online by 2%. However, there are big opportunities for marketers that choose to spend wisely, as competitors may cut ad-spending, media costs fall and there is good reason for marketing both for brand equity, as well as for sales. Surpass competition with advertising SPEND WISELY BUT PROTECT SOV
Some studies mention that business leaders should think as “marketers”, but we prefer the term “start-up mindset”.  This favors immediate decision making instead of waiting, action over research, and testing over analysis. In a world where agility is the new growth, start-up minded CxOs can lead the way to recovery. Start-up or marketer mindset INNOVATE, TEST, LEARN
Data Sources • Greek Ministry of Labour, Social Security and Social Solidarity • Research of the COVID-19 impact on Tourism in Greece, University of Piraeus, April 2020 • KPMG Report, COVID-19 Employment Conditions Greek Barometer • Dianeosis, How Do Greeks Live During the Covid-19 Crisis, April 2020 • GRECA, COVID-19 Ecommerce Research • World Economic Forum, Covid-19, Mental Health for Children • Avio Interiors • World Economic Forum, Future of Work • Gartner, Opening is not recovery • The Economist, LUV Actually • JP Kantor, The Eisenhower Decision Matrix • PWC, COVID-19 CFOs Survey, April 2020 • Gartner, Act Now To Fund Innovation And Growth • McKinsey, From Surviving To Thriving post Covid-19 • Gartner, Improving Psychological Safety • Forbes, When a Recession Comes Don't Stop Advertising
We would be glad to help.
About adjust. We are a digital-at-heart agency and our mission is to help brands grow, through useful communication. For the market & for the people. To achieve that, we have a team of more than 30 professionals that combines critical thinking & creativity, leveraged by tech & data. Our vision is to break new ground every day with data-informed creative thinking, and to help our clients grow together with us.
You can count on us We can support you with • Creative & Performance Marketing • Business & Digital Operations Consulting • Business & Digital Analytics • Digital Transformation Consulting
Let’s videotalk!

More Related Content

Contactless Era, Fearless Leaders

  • 1. A quick guide to help businesses adjust in the near future. Contactless Greece
  • 2. Greece after the lockdown The fight against Covid-19 is not over. However, after 50 days of lockdown, we are about to experience an affected and changed society. In this report, we will try to understand the Covid-19 effects in Greece from a marketing and business perspective. Of course we don’t underestimate the impact on health which is of course the most important one, but it’s out of the scope of this project.
  • 3. Our Ecosystem is Changing.
  • 4. Change Drivers Top-down triggers of change (e.g. the enforcement of wearing masks, the limit in the number of people working in companies, waiting outside the store for haircuts, limits on people eating at restaurants etc.) Bottom-up triggers of change (e.g. fear for health issues, fear for economic uncertainty, need to protect friends and family etc.) that start from companies and people themselves. Another key trigger of change is digital transformation. Both government (e.g. gov.gr), businesses (e.g. remote working) and people (e.g. online shopping) embraced digital and the impact of this change seems to be here to stay.
  • 5. Behavior is Changing • Fear drives decisions • More anxiousness • Economic uncertainty • Loneliness • Fear for own health • Even more fear for health of close people and relatives • More people working from home, but lacking facilities (equipment, platforms, etc) • More available time for other activities by avoiding commuting to work • Better work-life balance but obscure limits • No willingness to return soon • More time at home • Usage of masks outside • Distance & no handshaking • More private vehicle usage • More travelling restrictions • Fewer public events
  • 6. Sentiment is Changing Ιncrease in trust for • government • local institutions • traditional media • scientists Decrease in trust for • the church • political parties • European Union • families People believe more now in • the healthcare system • social solidarity • private initiative • Greece
  • 7. Media Consumption is Changing • Television • Websites • Social Media • Streaming Services • Radio • Magazines • Newspapers • Out of home • New ways for item discovery • Need for digital sampling • Content marketing opportunities
  • 8. Shopping is Changing • Growth on online shopping • Customer care goes online • Home/Contactless Delivery • Customers search for hygiene • Easier to compare prices • More online research for high involvement products • Less Retail & Restaurant visits • Less frequency, larger baskets • Limit on people in physical locations
  • 9. Businesses Face New Challenges.
  • 10. Challenges as Opportunities In the following segment, we are going to see how some business challenges of the post-Covid-19 era can be re- evaluated as opportunities for potential operational adjustments or the development of new products.
  • 11. Home is the new black. People are staying more at home, avoiding going out that often. They work from home, they consume home entertainment, they order food at home, they do their shopping from home. Everything @ Home CHALLENGE
  • 12. The Everything @ Home trend, creates opportunities for home entertainment services (eg. streaming services), for new types of products or bundles for delivery on restaurants, for home experience product bundles (e.g. work from home products or services bundles), for home equipment bundles and home improvement in general. Everything @ Home OPPORTUNITIES
  • 13. During the lockdown we have experienced enormous growth rates on ecommerce sales, yet it was very hard to support demand in terms of logistics, delivery etc. Ecommerce Growth CHALLENGE
  • 14. Those that will adapt fast, automate their processes and supply chain, will have more happy customers and less pressure on customer support. There is also an opportunity to convert new users to loyal users, by using online advertising and loyalty tools. Ecommerce Growth OPPORTUNITIES
  • 15. As we saw earlier, people are more anxious, feeling lonely and depressed. And not only for adult people, but kids, who are also going through a very stressful experience. Mental Health CHALLENGE
  • 16. People are seeking more mental health support and seminars for mental health online, while HR managers should also have it in mind. Mental Health OPPORTUNITIES
  • 17. People are wiping down and cleaning everything they get at home, from groceries to electronics, because they are seeking for hygiene and want to feel safe. Safety & Hygiene CHALLENGE
  • 18. This creates opportunities for repackaging or product bundles, for building trust by claiming and communicating the safety measures that each company takes and last but not least, there is also an opportunity for branded masks and special add-on products. Safety & Hygiene OPPORTUNITIES
  • 19. Both for regulatory and for safety reasons, fewer people should be in the same available spaces. Also, people need to feel safe in our space. Same space, fewer people CHALLENGE
  • 20. Compliance can be very creative. From protective plexiglass with creative designs, to completely new configurations. Same space, fewer people OPPORTUNITIES
  • 21. The Covid-19 pandemic has made clear that the near future has a special space for automation and digitization, in order to avoid human interception and enhance resilience. Moreover, we experienced how white-collar workers just switched their location from their offices to their homes, while blue-collar and gig economy workers either couldn’t work or were at higher risk. Educational Needs CHALLENGE
  • 22. With those in mind, we can predict a rise in search for online educational programs, from people looking either for upskilling on digital, or reskilling on a different industry. Also, there are people that will turn to and try creating diy products, so there is also space for content marketing. Educational Needs OPPORTUNITIES
  • 24. Greece as part of the World Reopening stores brings optimism, but it doesn’t mean that by doing so the economy immediately recovers. We don’t know how consumers will react, and we don’t know how competitors in each market will react also. What we know though, is that it is very difficult to draw conclusions about Greece, because during the pandemic, there was a better reaction in terms of healthcare, measures and impact on human lives. With that in mind, we chose to focus our research more in times of economic recession and less in times of pandemics, in order to create a guide that will be useful for business and marketing leaders, to get the most out of this momentum by acting local but thinking global.
  • 25. The Shapes of Economic Recovery Τhere are 3+1 general patterns of economic recovery, represented by alphabet letters. The first 3 patterns of recovery shape the LUV acronym, described as followed: • L for immediate drop and very slow recovery, • U for immediate drop and slow recovery and • V for immediate drop and immediate recovery.
  • 26. While we hope for the opposite, there are health scientists who expect the virus to come back (the Spanish Flu had 3 rounds of spikes). Also, WHO recommends that governments are very slow to remove lockdowns and social distancing measures to avoid new spikes. In case of new pandemic spikes though, it is possible for economies to experience something like W-shaped recoveries and with that in mind, we suggest taking immediate precautionary measures to flatten the potential negative spikes. Unexpected W’s THE FOURTH LETTER
  • 27. The need for Fearless Leaders Recovery needs fearless leadership. Leaders that are decisive enough to take action while others hesitate, to find opportunities where others see risks and to focus on creating long-term strategies instead of short-term tactical reactions. • Focus on what’s important • Effectuate operations • Accelerate change • R&D makes innovation the key to success • Leverage available data • Employees first • Surpass competition with advertising • Start-up or marketer mindset
  • 28. First and foremost, as a leader you have to think clearly. Till now, you were driven by circumstances and you were primarily reacting (by being in the “manage” quadrant). Now is the ideal time for more careful planning and more stable next steps (by moving to the “focus” quadrant). Focus on strategy and after accepting that this will be a difficult year, try to move your thinking out of economic quarters and fiscal years and more towards the long-term. Focus on the long term FROM REACTING TO PLANNING
  • 29. What the Covid-19 crisis proved, is the need for resilient and adaptable operations. Even the most cost-cutting oriented CFOs agree that efficient operations can reduce costs and bring growth, especially after viewing the results of digitization and automation during the pandemic. A research done only on US CFOs showed that • 49% will make remote working a permanent option for specific roles • 40% will accelerate automation and new ways of working and • 26% will reduce real estate footprint (eg. partial opening of offices, retail locations) Effectuate operations DIGITIZATION AND AUTOMATION CREATE EFFICIENCY
  • 30. A study on 4,700 companies regarding 3 global recessions, found that there are four company types: • Prevention-focused, that make primarily defensive moves and focus at avoiding losses and minimizing downside risks. • Promotion-focused, that invest more in offensive moves. • Pragmatic, that combine defensive and offensive moves. • Progressive, that make the optimal combination of defence and offence. The first two aren’t the ones that win the crises. Accelerate change COMPANIES CAN BE CLASSIFIED INTO 4 TYPES Source: Harvard Business Review, Roaring Out Of Recession
  • 31. The outcomes of the previous research came to similar conclusions as the outcomes from Gartner, that claim that winners push innovation, change strategy and take risks, while the ones that focus on conservatism and cost-cutting are eaten away. It is worth mentioning though, that innovation isn’t only radical, but it can be incremental as well, and not only on products or services, but also on processes. R&D makes innovation the key to success IT’S TIME TO INNOVATE
  • 32. In order to make the most out of communication, you have to get in the shoes of your customers and better understand their needs. To find them, you can use on-top of owned data, digital and tech analytics. In that way, you can be both purpose-driven, but also customer centric. Companies who know what their customers value, can adjust their communication, develop new use cases and tailored experiences based on those insights. Leverage available data USE DIGITAL TO COLLECT DATA FOR YOUR CUSTOMERS
  • 33. A research made from Gartner regarding the 10-year after winners of 2008 recession, points out an issue on talent management, suggesting 3 steps: • Identify critical talent competitors (and maybe consider contacting the some of them). • Reorient talent programs and services towards future needs. • Build and nurture engagement among leaders. What is also worth mentioning, is that internal communication is very important, in order to make employees feel safe, connected and empowered. Employees first COMMUNICATE, PROTECT AND EXPAND
  • 34. Based on historical data, after the last recession in 2008, ad spending in the U.S. dropped by 13%, with newspaper ad spend dropping the most at 27%, radio by 22%, magazines by 18%, out-of-home  by 11%, television by 5% and online by 2%. However, there are big opportunities for marketers that choose to spend wisely, as competitors may cut ad-spending, media costs fall and there is good reason for marketing both for brand equity, as well as for sales. Surpass competition with advertising SPEND WISELY BUT PROTECT SOV
  • 35. Some studies mention that business leaders should think as “marketers”, but we prefer the term “start-up mindset”.  This favors immediate decision making instead of waiting, action over research, and testing over analysis. In a world where agility is the new growth, start-up minded CxOs can lead the way to recovery. Start-up or marketer mindset INNOVATE, TEST, LEARN
  • 36. Data Sources • Greek Ministry of Labour, Social Security and Social Solidarity • Research of the COVID-19 impact on Tourism in Greece, University of Piraeus, April 2020 • KPMG Report, COVID-19 Employment Conditions Greek Barometer • Dianeosis, How Do Greeks Live During the Covid-19 Crisis, April 2020 • GRECA, COVID-19 Ecommerce Research • World Economic Forum, Covid-19, Mental Health for Children • Avio Interiors • World Economic Forum, Future of Work • Gartner, Opening is not recovery • The Economist, LUV Actually • JP Kantor, The Eisenhower Decision Matrix • PWC, COVID-19 CFOs Survey, April 2020 • Gartner, Act Now To Fund Innovation And Growth • McKinsey, From Surviving To Thriving post Covid-19 • Gartner, Improving Psychological Safety • Forbes, When a Recession Comes Don't Stop Advertising
  • 37. We would be glad to help.
  • 38. About adjust. We are a digital-at-heart agency and our mission is to help brands grow, through useful communication. For the market & for the people. To achieve that, we have a team of more than 30 professionals that combines critical thinking & creativity, leveraged by tech & data. Our vision is to break new ground every day with data-informed creative thinking, and to help our clients grow together with us.
  • 39. You can count on us We can support you with • Creative & Performance Marketing • Business & Digital Operations Consulting • Business & Digital Analytics • Digital Transformation Consulting