April 13, 2021

PSYCHOLOGICAL SAFETY AND THE ART OF ADAPTING

ake a look at KFC. In 2019, it introduced online ordering to KFC.com to get ahead of the rising popularity of fast-food delivery. Even before COVID, its digital infrastructure was well-equipped to handle the demand that 2020 would bring. And when COVID closed the doors of nearly 4,660 locations, the KFC team found a few innovative ways to spice up their online presence. Alongside the ease of curbside pickup, they created new contactless delivery partnerships with Doordash and the like—making an already quick-and-easy process even more seamless when safety became a necessity. Back in April, CEO of KFC’s parent company Yum! Brands called out that “40% of KFCs online orders were coming directly from KFC.com.” With the ability to pivot their platform, the very site they launched to boost online ordering in 2019 quickly became a main source of revenue in 2020. It’s also worth noting that they temporarily pulled their long-standing slogan “It's Finger Lickin' Good” in an effort to stay sensitive to the moment. Yet another great example of its ability to pivot in the face of uncertainty.

April 13, 2021

CONNECTED COMMERCE

There has never been a one-size-fits-all approach to multichannel. It starts with a holistic picture of your own customer journey and continues with strategies tailored to the platforms that make the most sense for your business. As the pandemic pushes people to spend more time online, they are searching more often, in ways both new and familiar. As their intent changes, so should your ability to cater to these needs. In this piece, we’ll look at a few ways brands have enhanced their storytelling, products, or services to add value to their customers’ new normal. By the end, you’ll have three takeaways to help push your multichannel strategies forward—or pivot them—into the post-pandemic economy.