Our next exclusive McKinsey Forum for Senior Marketers will be focusing on eCommerce.
The COVID-19 crisis has created a step-change in eCommerce penetration. In UK grocery alone - there has been 34% growth in users buying online, with over 50% ‘intent to continue’. And while the extent varies across non-grocery retail categories, the direction of travel does not.
Unsurprisingly, retailers and brands with an existing eCommerce presence fared better during lockdown – and McKinsey believe the need to rethink the online route-to-market will only become increasingly critical in the Next Normal.
The right eCommerce model (e.g., D2C, marketplace, click-and-collect only,) and approach depends on a range of factors, and getting the ‘channel economics’ right is not trivial. But organisations today can also explore a wide range of partnerships (technology, talent, fulfilment, and are able to launch and profitably scale eCommerce faster than ever before.
If you are a senior marketer and would like to join the session please email elvirab@isba.org.uk