The impact of COVID-19 on consumer preferences and demand has gone beyond the virus itself, establishing a “new normal.” However, when the pandemic ends, life will eventually return to a true normal. While COVID-19 may have negatively affected your ability to operate as usual or drive sales, it doesn’t mean an end to everything. In fact, the rapidly changing needs and business methods are bringing about significant renewal rather than an end.
The pandemic period has highlighted the importance of rapid adaptation across many sectors. After the pandemic, digital infrastructures that can quickly adapt to change will become more prominent. While digital ecosystems were already emerging, having a strong digital infrastructure will soon become a necessity to mitigate commercial risks in a rapidly changing world.
So, how should you adapt your e-commerce strategy to new lifestyles during this pandemic? Here are nine essential tips:
1. Consult Your Suppliers
During the pandemic, frequently check in with your suppliers to understand their current situation and how COVID-19 is impacting their operations. Without knowledge, you can’t plan; therefore, do your best to stay informed about all aspects of your supply chain.
Many variables are at play during this period. You may see a sudden spike in demand for certain products on your online store due to prioritization of specific needs, which may cause supply issues. Stay in close contact with your suppliers to evaluate every aspect of your supply chain.
2. Look for Alternative Suppliers
When COVID-19 first appeared, it was centered in China, where many sellers source their products, leading to stock shortages for those without alternative suppliers.
While there are signs of China gradually returning to normal business, other countries, including the U.S., are feeling the strain. Having multiple options as the situation evolves globally can help reduce supply risks.
3. Assess Customer Needs
Consider your target or ideal customer groups and their current circumstances. Are they working from home, on the frontlines, or have they been laid off? What specific needs or concerns do they have right now?
Once you better understand their current needs, evaluate whether you are prepared to meet them. Determine if you have or can obtain the inventory to support your customers’ current needs before moving forward.
In addition to your existing products, consider adding pandemic-related items like hand sanitizer and disinfectants, or products for at-home use, such as small exercise equipment, and notify your customers via email.
4. Shift to Home-Based Needs
One of COVID-19’s most noticeable impacts is the significant increase in time spent at home. Consider how you can adjust your strategy to better serve this homebound audience or provide them with relief during these stressful times. Restaurants are a good example, as they quickly adapted to offer online or phone orders and delivery when they had to close in-person dining.
On the e-commerce side, some stores are stocking new items and/or curating collections of existing products more relevant to people’s daily lives now.
5. Embrace New Sales Channels
With people staying at home, we’re seeing reduced foot traffic in physical stores and even store closures. This period is an excellent time for brick-and-mortar retailers without an online store to launch one, or to enhance their online presence and digital marketplaces if they already have one. COVID-19 has shown that retailers without an e-commerce infrastructure are at a disadvantage. Many retailers with closed stores can still sell, but those without e-commerce sites risk losing out during this period.
6. Update Product Pages
During uncertain times, communicate clearly with your customers about any potential changes to your services.
COVID-19 has caused disruptions in supply chains, which could impact specific products in your store. Keep your product pages updated so customers know what to expect. Let them know if certain items will be out of stock for a while, if deliveries are taking longer to reach their destinations, or if some products are selling out faster than usual.
All of this information is essential for customers making purchases from your online store. Be transparent and provide as much information as possible. Even if you experience delays in service, managing expectations correctly can enhance customer satisfaction.
7. Gain a Data-Driven Perspective
One of the keys to a successful business is understanding and meeting the needs of a specific customer subset, which remains true even in today’s global situation.
Fortunately, our connected society provides ample opportunities for data collection. Use this to your advantage by observing changes in customer behavior. If you focus on meeting their current needs, you’ll be better equipped to weather the storm of uncertainty.
8. Focus on PPC (Pay-Per-Click) Advertising
With more people at home, more Google searches are happening, and some people are turning to e-commerce for products they would have previously bought in physical stores.
If you’re not already using PPC, it’s worth considering, especially if your store sells products that cater to lifestyle changes brought about by COVID-19, like electronics or games for kids. Even if you don’t have these products, PPC can still be effective for every business, as it brings your products in front of people actively searching for them, increasing your chances of sales.
Make sure to monitor your e-commerce site’s data closely and adjust your bid strategy as necessary. If you find that conversion rates are significantly lower at certain times of the day, consider reducing your bids during those hours to save money.
9. Offer Store-Specific Promotions
Economic uncertainty and job losses may increase price sensitivity among some customers. Consider offering special discounts on your store or certain high-demand products. If consumer spending is low in your store, discounts can be an effective way to attract shoppers back. You could even offer “buy now, pay later” options for some products.
By following these tips, you can adapt your e-commerce strategies to the COVID-19 period. However, if you do not yet have an e-commerce infrastructure, act now and take this slow period as an opportunity for renewal. Don’t delay beginning the work to transition to a seamless e-commerce infrastructure that provides an excellent customer experience.
