Brands and technology: The need to innovate and meet changing consumer needs

Sangeeta Tanwar

To win in the new normal post-pandemic, brands have to continuously innovate by using technology to create a frictionless consumer journey.

Amid the COVID-19 pandemic, brands must create the right experiences for buyers in the absence of physical touchpoints and human interactions, with technology proving to be a great tool for selling and making the buying process frictionless during a crisis.

When COVID-19 hit the retail industry hard with the closure of physical stores, German carmaker Volkswagen was quick to deploy digital technologies to continue selling during the pandemic.

In 2020, Volkswagen Australiastarted online sales for the first time in the country. The manufacturer launched the “world’s smallest dealership” – an augmented reality (AR) tool for consumers to view...

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