Navigating Through Commerce Complexity in The Midst Of Covid-19
As the COVID-19 pandemic spreads and more national governments order shutdowns, people are moving online for their daily purchases. According to research by Microsoft Advertising,[i] search volume for Buy Online Pick Up in Store queries increased by more than 1,200% between January 1st and March 18th, 2020. From logistics and IT infrastructure to advertising and customer support, the pandemic represents a real test for commerce.
In 2019, iProspect introduced the Commerce Success Framework (CSF) to help marketers drive their commerce strategy across four key areas: Availability, Findability, Buyability and Repeatability. In these challenging times, wherein it is important for brands to help consumers easily find and order what they need, the CSF can provide marketers with a useful lens to prioritise the key actions necessary to build or maintain a robust commerce presence.
This article covers some actions that brands can look into for each dimension of the model, and is intended to encourage marketers to think about what initiatives they can activate for their business.