The world is moving towards e-commerce and business owners will have to work towards creating stronger online brand connections if they want to survive post-pandemic.
Stepping into e-commerce requires more than just an extra page slapped on a website with products and descriptions. It is a whole new channel for your business with its own identity and one that allows consumers to connect with you 24/7 from the comfort of their home. E-commerce is the new storefront for the modern era and as such your e-commerce experience needs to be just as good, if not better, than your in-store experience.
E-commerce is not just For Now, it’s Forever
We know that e-commerce has quickly become a “when” rather than an “if” … but how did it happen so quickly? The global shutdown has made customers realize that aside from needing access to their favourite brands and products, they now, more than ever, crave a brand connection. This realization has forced brands to rethink their strategy, which led us here, to a new world of e-commerce and not-so-physical brand connections.
Your Brand Can’t Survive Without E-commerce
Over the past few months, we have watched brands move quickly into e-commerce in order to stay afloat. One example is For Now, a retail incubator located in Boston, MA. The small retail shop features a collection of products from small sustainable brands for locals to choose from. They did not have an existing e-commerce presence before COVID-19 because their original strategy was to have an “offline community for these brands that traditionally only exist online”. Although this was a commitment they made to their business, they quickly realized that they needed to adjust in order to keep their business afloat, so they did. For Now launched an e-commerce store and in doing so kept its customers connected to their brand.
Service-based Businesses Need E-commerce Now More Than Ever
Amidst the product-based brands that arguably have an easier transition into e-commerce, we can’t forget about all of those whose businesses rely on providing a service. Countless service-based brands have been hit hard, but there are a number of them who decided to rise up and take matters into their own hands.
One example is Toronto-based hair and nail salon; Majesty’s Pleasure. Known for their trendy and aesthetically pleasing locations in the downtown, they had to think outside of the box to keep their business going, and boy did they ever. Not long after their doors closed, they quickly moved into an e-commerce strategy that is keeping their young audience engaged and connected with their brand until their doors can reopen. They developed an online campaign called “Pleasure Delivered” where they teamed up with local small businesses to create care packages that could be purchased online, to be enjoyed at home. They include a melange of beauty, self, and hair care products, along with candles and beverages that are true to who they are. Not only are they supporting themselves and other local businesses by shifting to e-commerce, they also took every aspect of their brand and wrapped it up so their audience can experience their brand from the comfort of home.
Don’t Leave your Customer Hanging
Not everyone got the e-commerce memo. The TJX chain of Winners, Marshalls and Homesense stores are a few that have really left their customers hanging in terms of an online shopper-to-brand experience. The stores are notorious for affordable brand name products but have never taken advantage of the shifting attitudes towards online shopping.
TJX shoppers have been left with no choice but to accept the unfortunate reality that they no longer have access to that $10 bundle of towels, or half-priced Nikes. With such a huge retail presence, TJX had an incredible opportunity. Why not use this time to adapt and create the ultimate e-commerce space that could easily compete with brands such as Amazon or Wayfair as their product selections and prices are unmatched? Not only did they lose out on a source of revenue to keep their business moving, but they have now lost out con creating a meaningful digital connection with their shoppers. A missed opportunity for the ages…
Change is Uncomfortable, but this One is Worth it
The shift to e-commerce is a big change for many businesses. Hair and Nail Salons, Practitioners, Eateries and Coffee Shops, the list goes on. All of these businesses offer a service, an experience, or an on-the-go product that is catered to customers actually vising their location. Yet, all of these places will need to lean into making online connections through an e-commerce platform if they expect to survive the global shift.
As mentioned above, creating a successful e-commerce strategy is more than just another page on your website, it’s a commitment to extending your brand so a connection with customers can still be made. It will be a difficult switch, but those who adapt rather than react will be the ones who find success in the transition. \\
Is your brand ready to move forward? Reach out to our team and we can help you begin the process.
Have a liberating e-commerce journey? Share it with us!
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Article Written by:
Angelica Nicole Greene-Barrales
Marketing Lead at Little Bear in the Forest | Digital Marketing Collective
Connect With Angelica on LinkedIn 
