Jamie Schisler with Upwest said that their brand’s biggest shift to accelerate their digital transformation was to pivot their strategy from job function email database awareness to conversion-focused. This came by way of finding methods that moved traffic through the purchase funnel more quickly on their online storefront. They made enhancements to their product description pages (PDPs) and found ways to better serve their customers from a digital perspective.
Jon Levine from Hedley & Bennett
had the unique experience of shifting their business from B2B towards direct-to-consumer (DTC) as the world of commerce moved online. Their brand previously sold primarily wholesale, serving businesses like hotels and restaurants. Now, they found a way to offer their products to the average consumer on their online store, and pivoted to start producing face masks, something that was new to their brand but within the capability of their manufacturing factories.
Asked about how the holiday shopping
season may be affected by the pandemic and the rapid digital transformation, our panelists noted that fulfilment would be the biggest what are calls to action? adjustment. Brands will have to anticipate the need for shipping more products as people shop online more alb directory than previous years, and also prepare to encounter delays and other delivery challenges that may require heightened levels of customer support.