COVID-19 has brought about sharp changes in ecommerce priorities and buying habits. While some of these are reflected in dramatic drops in sales for some consumer categories and increases for others, there are more fundamental shifts taking place.
A recent U.S. consumer survey conducted by Civis Analytics and L.E.K. Consulting found that consumer use of digital buying channels is up between 10-35%. That upward trend appears to continue throughout and beyond the current COVID environment.
Now more than ever, it is of vital importance for brands to differentiate based on the customer experience they deliver. Undeniably, the demand for experiences via digital channels will increase. This will require brands to focus on the following key areas:
* Real-time personalization
* Total end-to-end consistency of experience throughout the buyer’s journey
* A seamless omni-channel experience across every touchpoint
Strategic digital architecture will be paramount, even when tactical actions are needed. Buyer experiences will need to be unified via shared data and other assets across all channels, from marketing to sales to service.