As a first step in reopening its doors safely post-lockdown, luxury department store Harrods is launching a personal shopping service for premium customers only. Brands that show how they’re prioritising safe services in their post-lockdown plans will build trust and maintain loyalty.

Luxury shops in Paris have been cautiously reopened after two months of strict lockdown. With sanitised clothing and social distancing now a part of the experience, brands would do well to think about making shoppers feel taken care of through appointment systems and digital innovations.

The widespread disruption caused by COVID-19 has forced brands in the luxury sector to rapidly rethink how they connect with customers. With high-end shoppers unable to peruse stores and attend exclusive events, how are labels adapting to stay relevant and ensure long-term loyalty?

From messages of support to those that aim to entertain, how can brands deepen their relationships with people during a pandemic? Canvas8 spoke to Tom Doctoroff, author of Twitter Is Not a Strategy, to understand the role brand behaviour plays during a time of uncertainty and crisis.