With COVID-19 continuing to significantly change shopping behaviour, brands will have to innovate to stay relevant and thrive, said B Sridhar, global digital director (e-commerce and tech innovation) of Diageo India; Pawan Sarda, group chief marketing officer (marketing, digital and e-commerce) of Future Group; and  Girish Chaturvedi, chief business officer of acquisitions at Netcore; at the virtual adtech Direct-to-consumer (D2C) and E-commerce conference.

Why it matters

As the global health crisis produces a new breed of online-first buyers stuck at home during a lockdown, brands have to reinvent themselves to understand consumers and reach out to wherever they are.

Takeaways...