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>>> THE SHOCK OF THE CORONAVIRUS

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>>> THE SHOCK OF THE CORONAVIRUS PANDEMIC HAS BEEN BOTH MEDICAL

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PANDEMIC HAS BEEN BOTH MEDICAL AND FINANCIAL.

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AND FINANCIAL. ON THURSDAY WE LEARNED A

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ON THURSDAY WE LEARNED A STAGGERING 3.28 MILLION

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STAGGERING 3.28 MILLION UNEMPLOYMENT CLAIMS HAD BEEN

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UNEMPLOYMENT CLAIMS HAD BEEN FILED IN A SINGLE WEEK.

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FILED IN A SINGLE WEEK. THE PREVIOUS HIGH SET IN 1982

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THE PREVIOUS HIGH SET IN 1982 WAS 695,000.

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WAS 695,000. THIS AS BUSINESSES LARGE AND

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THIS AS BUSINESSES LARGE AND SMALL AND ALL OF THEIR EMPLOYEES

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SMALL AND ALL OF THEIR EMPLOYEES WONDER WHAT THEIR FUTURE LOOKS

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WONDER WHAT THEIR FUTURE LOOKS LIKE ON THE OTHER SIDE OF THIS

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LIKE ON THE OTHER SIDE OF THIS CRISIS.

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CRISIS. WHENEVER THAT COMES.

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WHENEVER THAT COMES. NBC’S SENIOR BUSINESS

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NBC’S SENIOR BUSINESS CORRESPONDENT STEPHANIE RUHLE

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CORRESPONDENT STEPHANIE RUHLE HAS OUR SUNDAY SPOTLIGHT.

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HAS OUR SUNDAY SPOTLIGHT. >> Reporter: AS THE CORONAVIRUS

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>> Reporter: AS THE CORONAVIRUS CONTINUES TO SEND SHOCK WAVES

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CONTINUES TO SEND SHOCK WAVES ACROSS THE U.S., BUSINESSES BIG

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ACROSS THE U.S., BUSINESSES BIG AND SMALL HAVE ALREADY ADAPTED

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AND SMALL HAVE ALREADY ADAPTED THEIR MESSAGE.

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THEIR MESSAGE. >> BETTER DAYS WILL TAKE SOME

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>> BETTER DAYS WILL TAKE SOME WORK BUT RAM IS MORE THAN

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WORK BUT RAM IS MORE THAN WILLING TO DO OUR SHARE.

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WILLING TO DO OUR SHARE. >> WE KNOW YOU MIGHT NOT BE

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>> WE KNOW YOU MIGHT NOT BE THINKING ABOUT BURGER KING.

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THINKING ABOUT BURGER KING. >> USE DISINFECTING PRODUCTS

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>> USE DISINFECTING PRODUCTS REGISTERED TO KILL 99.9% OF

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REGISTERED TO KILL 99.9% OF BACTERIA.

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BACTERIA. >> Reporter: MESSAGING ALONE

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>> Reporter: MESSAGING ALONE WON’T BE ENOUGH.

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WON’T BE ENOUGH. MASILLAE

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MASILLAE MASILLAEOFFS AND THE POSSIBILITY

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MASILLAEOFFS AND THE POSSIBILITY OF A MAJOR RECESSION HAVE

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OF A MAJOR RECESSION HAVE CONSUMER SPENDING GRINDING TO A

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CONSUMER SPENDING GRINDING TO A HALT WITH MILLION AMOF AMERICANS

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HALT WITH MILLION AMOF AMERICANS WITH ORDERS TO STAY AT HOME,

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WITH ORDERS TO STAY AT HOME, RETAILERS ARE SCRAMBLING TO

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RETAILERS ARE SCRAMBLING TO ADAPT TO RAPIDLY CHANGING

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ADAPT TO RAPIDLY CHANGING CONSUMER HABITS.

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CONSUMER HABITS. SEVERAL BRANDS ARE TAKING

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SEVERAL BRANDS ARE TAKING ADVANTAGE OF THIS NEW WAY OF

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ADVANTAGE OF THIS NEW WAY OF LIVING, MEETING CUSTOMERS WHERE

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LIVING, MEETING CUSTOMERS WHERE THEY ARE.

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THEY ARE. ♪ I SEE YOUR TRUE COLORS

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♪ I SEE YOUR TRUE COLORS SHINING THROUGH ♪

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SHINING THROUGH ♪ >> Reporter: ADVERTISING

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>> Reporter: ADVERTISING EXECUTIVES SAY THIS CAN PROVIDE

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EXECUTIVES SAY THIS CAN PROVIDE A LITTLE RELIEF DURING TOUGH

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A LITTLE RELIEF DURING TOUGH TIMES.

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TIMES. >> YOU WANT TO MAKE PEOPLE FEEL

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>> YOU WANT TO MAKE PEOPLE FEEL BETTER AND YOU WANT THAT FEELING

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BETTER AND YOU WANT THAT FEELING TO BE ATTACHED TO YOUR BRAND.

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TO BE ATTACHED TO YOUR BRAND. YOU’LL MAKE PEOPLE FEEL BETTER

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YOU’LL MAKE PEOPLE FEEL BETTER BY DOING THINGS, DOING THINGS

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BY DOING THINGS, DOING THINGS FOR THEM.

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FOR THEM. >> Reporter: FAMED ENTREPRENEUR

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>> Reporter: FAMED ENTREPRENEUR MARK CUBAN SAYS BRANDS NEED TO

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MARK CUBAN SAYS BRANDS NEED TO KEEP CUSTOMER CONCERNS TOP OF

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KEEP CUSTOMER CONCERNS TOP OF MIND TO STAY RELEVANT.

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MIND TO STAY RELEVANT. HOW IMPORTANT IS IT FOR

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HOW IMPORTANT IS IT FOR COMPANIES TO SHOW THEY’RE GOING

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COMPANIES TO SHOW THEY’RE GOING THE EXTRA MILE NOW?

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THE EXTRA MILE NOW? >> PEOPLE ARE VERY SOCIALLY

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>> PEOPLE ARE VERY SOCIALLY CONSCIOUS NOW.

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CONSCIOUS NOW. THEY WANT TO KNOW THAT THE

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THEY WANT TO KNOW THAT THE BRANDS THEY ASSOCIATE WITH ARE

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BRANDS THEY ASSOCIATE WITH ARE GOING TO COMPLEMENT THEM.

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GOING TO COMPLEMENT THEM. >> Reporter: ONE COMPANY MAKING

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>> Reporter: ONE COMPANY MAKING THAT CHANGE, NIKE, THE FITNESS

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THAT CHANGE, NIKE, THE FITNESS GIANT IS ROLLING OUT AN EXPANDED

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GIANT IS ROLLING OUT AN EXPANDED VERSION OF THEIR ONLINE WORKOUT

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VERSION OF THEIR ONLINE WORKOUT PASS, NIKE TRAINING CLUB,

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PASS, NIKE TRAINING CLUB, OFFERING FREE AND

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OFFERING FREE AND SUBSCRIPTION-BASED SERVICES.

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SUBSCRIPTION-BASED SERVICES. NIKE HAS CLOSED ALMOST ALL OF

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NIKE HAS CLOSED ALMOST ALL OF ITS STORES BUT DIGITAL SALES ARE

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ITS STORES BUT DIGITAL SALES ARE UP BY OVER 40% AND APP USAGE UP

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UP BY OVER 40% AND APP USAGE UP OVER 100%.

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OVER 100%. OTHER MAJOR ONLINE RETAILERS ARE

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OTHER MAJOR ONLINE RETAILERS ARE HIRING BY THE THOUSANDS TO KEEP

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HIRING BY THE THOUSANDS TO KEEP UP WITH DEMAND, INCLUDING

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UP WITH DEMAND, INCLUDING WALMART AND AMAZON.

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WALMART AND AMAZON. E-COMMERCE SALES OVERALL ARE UP

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E-COMMERCE SALES OVERALL ARE UP 25% SINCE THE FIRST WEEK OF

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25% SINCE THE FIRST WEEK OF MARCH.

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MARCH. ONLINE GROCERY SALES HAVE

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ONLINE GROCERY SALES HAVE DOUBLED IN JUST A FEW WEEKS.

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DOUBLED IN JUST A FEW WEEKS. FOR BIG BRANDS THAT AREN’T AS

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FOR BIG BRANDS THAT AREN’T AS NIMBLE, THIS CRISIS COULD SPELL

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NIMBLE, THIS CRISIS COULD SPELL DISASTER.

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DISASTER. FOR FORMER RETAIL GIANTS LIKE

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FOR FORMER RETAIL GIANTS LIKE MACY’S AND JCPENNEYS WHO WERE

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MACY’S AND JCPENNEYS WHO WERE FACING DECLINING SALES, THIS

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FACING DECLINING SALES, THIS WEEK LOOKS DIRE.

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WEEK LOOKS DIRE. MACY’S RELEASING A STATEMENT

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MACY’S RELEASING A STATEMENT SAYING, COVID-19 IS TAKING A

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SAYING, COVID-19 IS TAKING A HEAVY TOLL.

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HEAVY TOLL. THE DEPARTMENT STORE PUTTING A

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THE DEPARTMENT STORE PUTTING A FREEZE ON HIRING AND SPENDING.

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FREEZE ON HIRING AND SPENDING. SMALL BUSINESSES FACE THEIR OWN

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SMALL BUSINESSES FACE THEIR OWN UNIQUE SET OF CHALLENGES.

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UNIQUE SET OF CHALLENGES. IT’S ALREADY BEING FELTED AT THE

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IT’S ALREADY BEING FELTED AT THE DISHING DOCKS IN NEW JERSEY.

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DISHING DOCKS IN NEW JERSEY. >> WE WONDER WHAT’S GOING TO

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>> WE WONDER WHAT’S GOING TO HAPPEN WITH OUR BEACHES, OUR

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HAPPEN WITH OUR BEACHES, OUR LIFEGUARDS, OUR EMPLOYEES, WHERE

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LIFEGUARDS, OUR EMPLOYEES, WHERE THESE PEOPLE ARE GOING TO GO.

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THESE PEOPLE ARE GOING TO GO. >> Reporter: THE FUTURE REMAINS

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>> Reporter: THE FUTURE REMAINS UNCERTAIN BUT EXPERTS ALREADY

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UNCERTAIN BUT EXPERTS ALREADY PREDICT THE EFFECTS OF CRISIS ON

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PREDICT THE EFFECTS OF CRISIS ON AMERICAN BUSINESS ARE LIKELY TO

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AMERICAN BUSINESS ARE LIKELY TO BE FAR REACHING AND LONG

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BE FAR REACHING AND LONG LASTING.

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LASTING. >> WE SAW ALMOST 10,000 STORE

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>> WE SAW ALMOST 10,000 STORE CLOSURES LAST YEAR, WE’LL SEE 15

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CLOSURES LAST YEAR, WE’LL SEE 15 TO 25,000 STORE CLOSURES.

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TO 25,000 STORE CLOSURES. THE SECTOR ESPECIALLY HIT,