More customers are shopping online now than at the height of the pandemic, fueling the need for digital transformation
The trend shows that online shopping growth isn’t going away and that brands need to re-assess their digital offerings to create the best experience possible.
Target, which has long been a leader in digital transformation and curbside pickup, isexpanding its curbside grocery businessto meet customer demand after digital sales increased 141% in the first quarter of 2020. Stores across the country will have more designated curbside pickup spots as well as fresh and frozen space inside stores to accommodate online grocery orders. Target will also soon start testing “sort centers”, which will be placed in markets that have a high density of packages and eliminate the need to keep those packages at individual stores. The goal is to continue to build a high-quality digital experience while cutting costs and delivering orders faster to in-demand markets.
Lowe’s has also seen tremendous online growth, both for deliveries and curbside pickup. Before COVID hit, Lowe’s underwent amajor website overhaulto grow its e-commerce from paltry 3% annual growth. The new website makes it easier for customers to find products they are looking for and also research products before potentially buying in store. Lowe’s digital transformation took the company down to the bones and then rebuilt with a new emphasis on digital. The store created a seamless omnichannel experience by investing in supply chain, IT and leadership development. Because of Lowe’s well-timed digital overhaul, the company was able to launch curbside pickup in three days during the pandemic. It will continue to grow its e-commerce and digital abilities.
Wendy’s has built out its website and app to create amore robust ordering systemthat can be updated in real time. With uncertain supply chains, Wendy’s can easily remove certain menu items that aren’t available so that customers can’t place an order that can’t be fulfilled. The company is offering more delivery services and highlighting its digital offerings in marketing to alert customers of contactless ordering and payments for a more seamless digital experience.
Just because brick-and-mortar stores and restaurants are starting to re-open doesn’t mean online ordering is declining. In fact, the opposite is true. Consumer trends show that e-commerce will continue to grow, and companies need to be continuing their digital transformations to provide great service, both online and in store.
Blake Morgan is a customer experience futurist, keynote speaker and the author of the bestselling book The Customer Of The Future Read more: Forbes »
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Great article. I’m buying online more & more. Amazon, Ulta, Old Navy, Lane Bryan & for food, Publix, Longhorn, Chili’s & Texas Roadhouse. They’re excellent at service. 👍🏻 New world will come soon For a brave new world order of control. Thank you World Economic Forum, your the best. Imagine drone delivery of cannabis. The Future Is Now.
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