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Global thought leader and founder of award-winning research firm, Fifth Dimension, Lyndall Spooner outlines how the retail sector can help consumers ride the COVID emotional roller coaster

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According to Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope.

Spooner uses the analogy of an emotional roller coaster to depict consumers’ current circumstances and state of mind.

“Not that riding a roller coaster and online shopping would normally be seen as complementary, but due to COVID they are,” Spooner said.

Spooner is the founder and CEO of Fifth Dimension Consulting and has over 25 years of experience in consulting and research services and is considered an expert in the field of strategy, research and customer experience.  Fifth Dimension is a highly respected and globally focused industry leading Australian owned strategic research and consulting agency that has amassed a distinguished portfolio of well-known clients including: Westpac, Coles, HCF, Telstra, Foxtel, Colgate and the Commonwealth Bank.

“It is hard to do anything when you are on an emotional roller coaster – your emotions dominate your thoughts and actions and you become increasingly exhausted and emotionally drained the longer the ride continues,” Spooner added.

“Our body is just not designed to deal with strong emotions over an extended period of time. Most roller coaster rides last for less than two minutes, so imagine the stress that COVID is putting on our brain.  We have been on this ‘Dashed Hopes’ roller coaster ride now for nearly 18 months, and no one is getting off anytime soon.

“During the pandemic many people have suffered from anxiety – dreading what is coming with every new turn.  With every new lockdown we experience a spike in anxiety, which then morphs into frustration and boredom, and these emotions become even stronger the longer the lockdown lasts. Frustration is more likely to be linked to those who are financially suffering, while boredom is more likely experienced by those who only suffer a loss of freedom.

“Retail therapy has never been more relevant as many of us have turned to online shopping to improve our mood and reward ourselves for living through the pandemic. Typically, retail therapy would be an infrequent event, but during COVID we see consumers repeatedly returning to purchasing as therapy.”

In Australia, data from the Australian Bureau of Statistics (ABS) shows that total retail turnover in the last 18 months has undergone wild swings. Emotionally charged purchasing behaviours are radically different to the previous year.  Overall retail spending is up in 2020 and 2021, and it is continuing to increase.

The property market is also experiencing significant price spikes.  These trends are also being witnessed globally across the US and parts of Europe.   According to the UK Government total retail sales increased markedly in 2020 and again in 2021. Total retail sales were 9.5 percent higher in June 2021 than they were in February 2020, before the impact of COVID. Similarly in the US, total retail sales have increased between June 2020 and June 2021 at triple the growth rate of sales between 2019 and 2020.

”It is not just that retail sales are moving online, people who have money are spending more than ever before. It is likely we will go in and out of lockdowns for the rest of the year, into 2022 and possibly longer and consumer purchasing will continue to spike along the way,” Spooner added.

“Retailers across the globe have a unique opportunity right now to not only increase sales during these spikes, but also increase their emotional connection with their customers and build longer term relationships and customer value. 

“In 2019, consumers did not need brands as much as they need them today. Times of need are infrequent, brands need to recognise and capitalise on this opportunity and they need to do it now.

“Brands also have a social responsibility to deliver with purpose in an ethical, responsible and compassionate way.  They need to recognise how they can serve the community and their customers riding Dashed Hopes in a manner that helps them endure and survive the ride. Brands that do this well will have far more loyal customers at the end of the ride.”

Spooner outlines six things retailers can do right now to support emotionally drained consumers stuck on the roller coaster Dashed Hopes:

  • Hyper personalise marketing and reward spending

Link retail therapy purchasing events. If a consumer has purchased one item, consider  complementary items you can offer them that will drive a positive response for their next purchase and remind them how positive they felt about their previous purchase,

  • Emphasise positive emotions connected to your brand

Humans are driven by feelings and emotion is what drives purchasing behaviours. Remind consumers of the broad range of positive emotions they can experience with your brand, such as additional online services and personal support and consultations you provide to help them with their decisions,

  • Entertain, interact and inspire

Give consumers ways to be inspired by what a positive life during COVID can look like by exploring and interacting with your brand to alleviate their boredom such as brand stories, editorials, and projects – essentially entertain them and make them feel good,

  • Good for me and good for the planet

Share with consumers stories of how your brand is making a difference on climate change and sustainability.  We are at the tipping point of consumers actually backing their belief in the need to do more to combat climate change with substantial changes to behaviour,

  • Help them to be the expert of your product

Help increase the skills of your customers using your product or service.  Are they using the product or service the right way? Will they get the best results? Look their best? Make them an expert, and increase their personal achievements when they interact with your brand; and

  • Be compassionate, considerate, understanding and responsive of their personal circumstances

Recognise that Dashed Hopes is stressful and bumpy and your customers will need a little extra TLC depending on where they are at on the ride.  Right now your customers in one city are experiencing very different emotions to your customers in other locations.  You need to show empathy that you are right there beside them experiencing the same turbulent ride and tailor your messages and interactions accordingly across the community.

“The Dashed Hopes ride will eventually end, our emotions will return to a normal state, and we will remember the moments where we were able to experience emotional relief and feel good about ourselves as we look to repeat those experiences in the future,” Spooner said.

“In the meantime, there is a lot brands can do to help consumers stuck on Dashed Hopes that will result in many brands having life-long customers once the roller coaster is well and truly on the scrap heap.  In CX terms we call it the emotional connection score which is the extent to which customers are emotionally attached to a brand and resilient to competitors.  If implemented well, my six tips will help brands to increase this score and drive growth through and beyond COVID!”

Fifth Dimension has been recognised for its ground breaking work, being honoured as a 2021 Confirmit ACE (Achievement in Customer Excellence) Award in the Innovation category, a 2020 Confirmit AIR Insight and Research Award Winner, as well as being included in the highly respected 2020 GreenBook Research Industry Trends (GRIT) Top 25 Strategic Consultancies, as one of the world’s most innovative companies. Since its launch in 2006, Fifth Dimension’s four pillars of expertise have continued to evolve new capabilities to embrace uncertainty and drive the development of market leading approaches: strategy, experience, research and technology.

www.fifthdimension.consulting

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Celebrity News

Find out here what Radmila Lolly is Up to next week

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Few are unaware of Radmila Lolly’s adept talents. She is a wonderful performer with a lovely voice, a model with unique appeal, a designer with impeccable taste, and an author with exceptional writing abilities. She has been in the music industry for a decade and has established herself as a brand.


Radmila Lolly worked hard and faced several hardships to get to where she is now. Her art has always dazzled audiences, especially during live performances. For example, during her recent birthday party, Radmila released her beautiful new song called ‘Magic’ with a string quartet and a music band. The amazing blend of 90’s electro-pop and operatic vocals, made this song a fan favorite. The holographic fashion display took place alongside the live performance, making it even more amazing for the guests.


Radmila is going to do some very unusual and enjoyable work for her audience and followers this time again. She is going to sing the National Anthem at the iconic FTX Arena in Miami on January 23, 2022, for the heavily hyped basketball game between the Miami Heat and the Los Angeles Lakers.


Radmila Lolly has made a reputation for herself as a live stage performer since the outset. This time, she’ll be joined by a string octet and the First Miami Presbyterian Church Choir for a mind-blowing performance. Every day, work is being done to make it more adequate and quintessential for the event. Radmila never has limitations when it comes to work; especially when it comes to stage performance and designing clothes. Radmila Lolly is happy that she earned such a beautiful opportunity to support her home team: the Miami Heat.


Eltara Casata by Radmila Lolly will once again create all of the costumes and clothes for the stage. Radmila revealed that she is creating a unique costume for the event that would weigh about 50 pounds and showcase her fashion design abilities. We believe she will once again win hearts with her beauty, grace, and ability, as she usually does.

Final Verdict

Radmila Lolly is a multi-talented entertainment business celebrity who is gaining a global following. The lovely lady is well-known for her singing, composition, and elegant and flawless live performances. She is regarded as one of the most talented fashion designers. Many times, she has captivated the hearts of audiences with her designing skills, which she has demonstrated by both wearing and implementing.

To know more, follow her on Instagram/Radmilalolly and visit her website for exploration www.radmilalolly.com

Also Read: How Eda Lourdes Started Her Fashion Brand

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Celebrity News

Aleksey Chertkovski: A Top DJ, Music producer and Composer

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Dj Chertkovski official image in hd

We’ve seen a variety of music trends throughout the past few years. With a wide range of genres, DJ tracks and fast-paced melodies are taking the top spots on the charts. Aleksey Chertkovski has made a name for himself in the music industry as a top DJ and music producer. DJ Mag, NRG Radio, Europa Plus, Radio Record, DFM, Megapolis FM, and Purified Radio are only a few of the well-known radio stations that have played his tunes.

A skilled musician

The skilled musician has worked on big projects with Odyssey, Mantra Productions, and Cekta, including with Savaya, formerly known as Omnia. In response to Chertkovski’s deep passion for music, he launched the Reverse Festival in January of this year. The festival’s first party was a smashing success across Europe.

This included an incredible 354 feet above the ground on Moscow’s metropolitan rooftops. Vlad Sokolovsky, a Russian vocalist, collaborated with the famous artist on a song in the past. Siona Records, Miss Monique’s record label, released the remix track.

Work in music industry

Having worked in the music industry for 13 years, Aleksey has honed his craft as a song composer and has gained an understanding of various musical genres. When the COVID-19 pandemic ravaged the world, he came up with his musical idea ‘Chertkovski.’ It was a horrible period. It was difficult in the early days of the pandemic crisis, but Aleksey Chertkovski kept the energy flowing through the creation of diverse musical compositions.

Chertkovski’s work received first place in international competition

Music by him has been played at some of the most high-profile events, including the 2014 Olympic Games in Sochi, Russia and the UEFA European Championship in 2016. The German production company Magix Music Maker conducted an international competition in which Chertkovski’s work received first place.

Progressive House and Melodic Techno are some of the genres he specialises in. Some of his most recent releases are in the downtempo/organic house genre on labels such as Siona Records and Area Verde.

Artists including Nora En Pure, YvesV, Eelke Klejin, VINAI, and Miss Monique have all played tunes by Aleksey Chertkovski. Track that was released not too long ago Beatport’s top beatport chart shows Chertkovski ft. vs20 at number 15. Oraganic house downtempo ranked Chertkovski-Mantra 33rd.

Great composer from Russia

In Indonesia, Chertkovski is regarded as one of Russia’s greatest composers. It’s no surprise to him that Asia has the world’s largest music market. Commercial music was the primary focus of his time in Bali, where he had the opportunity to play. However, he came to realize that he could team up with other DJs to offer a fresh sound to Bali.  It was a massive success, and it earned me a lot of recognition. Additionally, his music is well-liked by the general public on social media.

Chertkovski’s admirers continue to show their appreciation for his use of social media to spread the word about his musical endeavours. The brilliant musician added that he plans to make music that brings people together and celebrates life’s milestones.

Follow him on Instagram 

Also Read: DJ Spontane Has Made A Huge Impact Within The Music Entertainment World

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Breaking News

Industry leader in healthy buildings: ‘Delos’ helps to advance the health and safety of Australian schools with groundbreaking air purification technology

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World-leading healthy building technology is being rolled out across Australian schools by Delos, a highly respected wellness real estate and technology company.  The technology will help to create safer learning environments in the face of the global COVID pandemic. The first round of schools to install the advanced air filtration technology, including Delos’ high efficiency particulate air purification units, includes 150 Sydney Catholic Schools and several independent schools.  Coordination of arrangements for the roll-out of the technology to further schools is already underway.    

The technology: 

  • Will help to improve air quality in classrooms,
  • Is capable of removing particles as small as 0.007 microns at 99.99% efficiency, and 
  • Is currently benefiting millions of students globally 

By merging health sciences with building sciences, Delos has been leading the integration of evidence-based health interventions into indoor environments for nearly a decade, and, for the past 12 months, has been helping schools across the world address airborne health concerns due to COVID-19 through its Healthy Classroom Initiative. 

The Healthy Classroom Initiative combines enhanced air purification and operational protocols with the goal of delivering improved health outcomes for students, educators and staff. Leveraging four years of research examining fine and ultrafine particle filtration, including conducting a review of 100 plus air quality devices and technologies, Delos has provided more than 200,000 evidence-based air purification units to school districts, with more than 2.7 million enrolled students collectively, including the public school systems in New York City and Chicago as well as over 50 Catholic schools across the United States.

“Delos is known throughout the world for its commitment to researching, measuring, improving and maintaining healthy buildings,” Delos Australia President, Bill Giannikos said.

“After providing hundreds of thousands of air purification units to schools across the United States in response to the pandemic, we are absolutely delighted to bring this laboratory tested, evidence-based technology to Australia, starting in Sydney. 

“We are in talks with the government and independent schools, Catholic schools, universities, TAFE institutions and early learning centres from other parts of the country to further progress installation of the technology in Australia.”

Delos’ solutions are informed by science – including its own research platform, the Well Living Lab (founded as a collaboration with the Mayo Clinic) – the world’s first lab exclusively committed to research, development and testing of innovations designed to improve human health in the indoor environment. 

Delos’ subsidiary, the International WELL Building Institute (IWBI), has become the world’s largest certification body for healthy buildings, with programs now adopted in nearly 100 countries across more than two billion square feet of building spaces. 

Vatican’s Pontifical Orientale Institute, based in Vatican City, selected Delos to implement evidence-backed air purification units based on the company’s scientific and data-driven research approach. 

Father David Nazar, Rector of the Pontifical Orientale Institute in Vatican City, commented, “We have done extensive research on the science of healthy buildings and were impressed by the depth of work done by Delos and IWBI. We understand indoor environmental factors such as air quality and thermal comfort, impact learning and performance, and COVID-19 remains a threat. As a leading learning institution, we want to lead by example and bring forward our recommendation for the strongest, science-backed solutions.”

To understand how air purifiers can impact potentially harmful airborne particles and overall air quality in a school classroom, the Well Living Lab conducted a study in collaboration with the University of Minnesota, using the same air purification units supplied by Delos. Currently under peer review, the study found that these air purification units reduced particle transmission by increasing the number of air changes per hour (ACH) as well as a better mixing of clean and filtered air back into the room, air quality was improved throughout the classroom, not just near the units, and infectious particles accumulated on surfaces 33 percent slower when these units were used, compared with using an HVAC system alone.

About Delos

Delos is a wellness real estate and technology company guided by the mission to be the world’s leading catalyst for improving the health and well-being of people around the world by improving the indoor environments where they live, work, sleep and play. Informed by more than seven years of research and rigorous analysis of environmental health impacts on people, Delos and its subsidiaries offer an array of evidence-based technology and solutions for residential, commercial and hospitality spaces. Delos is the founder of the WELL Building Standard™, the premier standard for buildings, interior spaces and communities seeking to implement, validate and measure features that support and advance human health and wellness. Its subsidiary, the International WELL Building Institute, administers and continues WELL’s development and drives market adoption. Delos’ advisory board is comprised of leading professionals across real estate, government policy, medicine and sustainability, including renowned wellness luminary Deepak Chopra and sustainability advocate Leonardo DiCaprio.  For more information about Delos, please visit www.delos.com.au/.

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