In the midst of the novel coronavirus pandemic, we have been constantly challenged to restructure our processes and reflect on the scenario in order to develop and implement short-term action plans. After all, life hasn't stopped.<\/p>\n
In this sense, some questions arise: how is e-commerce being impacted by this? What is the consumer's role in this context? Why do strong brands with clear differentiators come out ahead? Is packaging still important in the digital world? These were some of the points raised by Hugo Rafael Elet\u00e9rio and Filipe Ozelin, directors of the Ana Couto agency, in the live stream \u201cEverything is e-commerce\u201d, part of our TIP Insights content initiative.
\nCheck out the main highlights below.<\/p>\n
The impact on e-commerce<\/strong> Overall, we see three types of situations involving the role of technology in e-commerce today: companies with established e-commerce operations that need to expand their reach; companies that operated digitally, but whose customer experience was still neglected \u2013 e-commerce was not their primary source of revenue \u2013 and companies that were not digital and now need to understand how to enter the digital realm to build something of value. Brand differentiators<\/strong> The bet is that, as consumers, we will become a little more selective, we will dedicate ourselves to shopping experiences that are relevant to us, perhaps explore more local markets, pay more attention to the ecosystem and how a particular brand deals with this situation in the corporate sphere. The key point is: more attentive consumers will be more demanding in relation to what they choose to buy, and brands with a well-defined, coherent, and human personality will have an advantage.<\/p>\n Building a company culture<\/strong> The way we build company culture is changing. You can't control the workspace and impose corporate values. The key is understanding how the company will be experienced by people in their daily lives, in other environments, in a more dispersed situation. The way we work has already changed. Are you keeping up and doing something about it? <\/p>\n We have reached the age of coopetition.<\/strong> There are many opportunities to build relevance in turbulent times. We are now building the "new normal" and the future of digital. How can your ecosystem become your greatest ally in this story?<\/p>\n And what about the packaging?<\/strong> The focus is on the short term, and we still don't know what will and will not happen after this period of relative global paralysis. Many changes are underway, and soon we will return to some semblance of normalcy, with face-to-face interaction, reconnecting with one another. For now, we are being put to the test to create new ways of working, products, and services. Understand this: what is done today will have a significant impact on the narrative of companies in general when we emerge from this difficult period. Shall we turn on the spotlight?<\/p>\n Watch the live stream here.<\/em><\/p>\n
\nE-commerce emerged in Brazil just over 20 years ago. It was clearly in a process of maturation, but now it's as if it needs to mature at a forced pace. When it started, it was mainly focused on entertainment \u2013 buying music on digital platforms, tickets, etc. \u2013 then came services, mainly related to tourism. We were moving towards a strengthening of durable and non-durable goods, and now we are entering the realm of perishables.<\/p>\n
\nBrands will need to deliver an even more relevant user experience today because, whether good or bad, the impacts will be visible even in the post-pandemic scenario and will dictate the future of the business.<\/p>\n
\nWe are experiencing a "tsunami of content." Everywhere you look there's a live stream happening, guides on how to be productive while working from home while also paying attention to mental health, and brands entering our homes offering products and solutions. The point is that, in this bombardment of content, it's crucial to have clarity about your brand's differentiators and know how to leverage them effectively. How will your product or service impact and make a difference in your user's life?<\/p>\n
\nOn the one hand, we are distant. On the other hand, with the caveat that not everyone can work from home, this is a unique opportunity for companies to realize that they are present in the homes of their employees. The home space becomes associated with the workplace and, beyond the need to balance schedules and the accumulation of tasks, more human factors begin to enter into the construction of culture. We get to know the people we work with on other levels. And companies also begin to understand what is essential and what may need to be reviewed when we get through this quarantine.<\/p>\n
\nThe term isn't exactly new, but now it's gaining impressive traction. Coopetition refers to the attitude of competitive collaboration. If brands with a strong purpose positively impact the world, we're seeing how that impact can also come through partnerships. Large brands associating with smaller, more local brands.<\/p>\n
\nWe need to discuss the role of packaging now, given that a large part of our interactions take place through a screen. From a retail perspective, if your main point of sale is now virtual, how do you ensure that your user has the necessary information to make the best choice? From the brand and design perspective, how do you organize all the necessary information so that the user has a complete shopping experience, even through virtual packaging? In many categories, packaging plays an essential role. This scenario will greatly change how we create and display our products.<\/p>\n