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At the start of the pandemic, online orders rocketed for the industries improving life in lockdown. Almost one year on, we explore how these industries are faring now.

As the pandemic rages on, it’s increasingly clear consumer behaviour has changed for good. Instead of going in-store, shoppers are going online. Often, they’re discovering new challenger brands that can fulfil their needs when their traditional go-tos are struggling.

Over the past year, Covid has turned traditional marketing strategies on their head.

Brick-and-mortar stores have rapidly transitioned online. Multichannel retailers have prioritised ecommerce overnight. Pureplay online brands have struggled to fulfil soaring consumer demand. 

The past six months have proved that an effective customer experience strategy is more than a nice-to-have. For many multichannel and pureplay online brands, it’s underpinned survival during the pandemic. Those with the tactics, technology and tools to serve meaningful customer experiences have been able to rapidly adapt to changing consumer needs, while those without are being left behind.

Like almost everything else in 2020, Black Friday on 27th November will be different to previous years. Forget huge queues, red sale signs and frenzied crowds. This year, Black Friday will be almost entirely online.