Companies thrust out of their shop fronts, now trading solely in an online marketplace are doing their best to adapt to changing consumer trends driven by COVID-19.
A global industry report shows most categories have seen more than 10 percent growth in their online customer base during the pandemic, with many consumers stating they plan to continue shopping online even when traditional stores reopen.
In Australia, supermarket giant Woolworths – which still operates physical stores – recently announced its single biggest investment in logistics infrastructure, spending AU$780 million to build semi-automated and fully automated distribution facilities.
While major players have significant funds to resource their pivot, smaller companies must be more nimble, reshaping existing online websites to tap into the fast changing customer trends.
Health insurance provider RT Health says it’s worked hard to develop lead generation, while improving the user experience and engagement touchpoints.
“In such uncertain times, we feel comfortable that we have optimised our sales pipeline,” RT Health, CMO, Adam Lee says.
“Our industry has responded incredibly well to the challenges private health insurance and the wider economy now faces. However, it’s critical at this time to improve customer engagement to remain competitive,” he says
“With over 35 health funds and a number of very active comparison sites fighting for a share of voice, any chance we get to engage with a potential member can’t be neglected,” says Lee.
Aussie tech start-up, Convincely says it’s been working in the space, enabling businesses in some of the hardest-hit sectors, to convert browsing to sales using a software platform, created with the help of gamers.
“There is considerable demand from within the insurance and education sectors, which need to engage their target market more than ever before in a digital environment,” says Convincely CEO, Pratik Doshi.
“Our designers come from a gaming background and we encourage them to utilise those same engaging elements.”
“It’s not just about providing great technology behind the scenes, it’s about delivering customers with an experience that enables them to continue their lives in a digital environment and stand out from other brands in the market.”