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...