The “bricks to clicks” trend of retailers ramping up their e-commerce presence to keep up with the likes of Amazon is at light speed amid the pandemic, and it’s upending retail supply chains everywhere. There are many reasons for this turmoil: Retailers may keep less stock on hand, people may not be buying as many things for outside the house (clothes, jewelry, etc.), manufacturers themselves may need to slow production, and the list goes on.
The disruption is driving a need for manufacturers to take more digital paths to market. Don’t get me wrong—supply chains will always exist—but we’re seeing an increase in the number of manufacturers who are shifting how they connect with customers. And it’s raising the bar for customer shopping experiences, making the demand to offer extraordinary digital experiences an imperative.