The disruptions caused by Covid-19 have produced clear winners and losers. The bestperforming retailers have been able to maintain high standards of delivery accuracy and service while also adapting quickly to change.
Past recessions have shown the importance of continuing with marketing rather than cutting back and the same will prove to be true during this pandemic. Consumers looking for transparency and brand stories rather than just price will judge brands and retailers on their actions during this time and these companies are keen to be seen doing the right thing for staff, customers and the wider community
Covid-19 has been a trigger for digital, accelerating investment in ecommerce and implementation of innovative digital strategies. It has accelerated what would have happened in the industry as retailers and consumers have continued to shift towards more online and omnichannel retailing and away from store-based approaches. It has just all happened a lot sooner and faster than would have been seen otherwise.
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