How to build an e-commerce offering during COVID-19

David Lowe

Many retail brands impacted by the COVID-19 pandemic are now looking to pivot into e-commerce. Doing this requires a thoughtful strategic approach.

Why it matters

Setting up a successful e-commerce offering requires thoughtful strategy, especially when consumer behaviours are changing so quickly during COVID-19.

Takeaways

  • Use data to identify trigger points relevant to the brand’s products to respond to where customers are and what customers want in the right way and at the right time.
  • While it is important to invest properly in e-commerce to do it well, it is also essential to strike an appropriate balance when starting out, to test and learn.
  • Closely align every component – typically, this involves managing change across the people, processes and...

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