What new strategies would be suggested to keep satisfying customers' buying behavior, without compromising on their desire to 'touch and feel'?
COVID-19 has exposed the vulnerability of business systems across the world. Due to extended lockdown and closure of malls and shops, business patterns in the high end clothing and garment brands in India like Raymond, Louis Phillipe, Digjam, Biba, Global Desi etc. have completely gone a transformation.
Additionally, the cosmetics industry is almost on the verge of a meltdown. The industry traditionally enjoyed an interactive purchasing experience, with high-end beauty retailers priding themselves on a personalised in-store experience.
However, the Covid-19 pandemic meant that every beauty retailer had to adapt, with shops being shuttered for much of the past year throughout various lockdowns.
Almost every brand had to pivot towards online sales, introducing new technologies to allow for virtual testing and partnering with 3PLs to carry out the delivery process to customers.
- What new strategies would be suggested to keep satisfying customers' buying behavior, without compromising on their desire to 'touch and feel'?
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