The number of cases of COVID-19 has fallen dramatically in the world. Do you think you will continue your business online or go back offline? These considerations often arise in the minds of business people.
In the 'Lazada LazMall's Annual Brands Future Forum (BFF) 2021' event, James Chang Lazada Singapore CEO, Regional Head of Strategic Accounts & Retail said that since Lazada emerged, there have been many changes. The development of digital business is inevitable.
"What does that mean for a particular brand? It's possible that there will be more competition online. However, if you can navigate the competition it can strengthen your brand positioning," said Chang.
When the pandemic is actively accelerating the digitization of MSMEs, should brands re-sell offline or online? Chang believes that it all depends on market conditions and customer needs.
Kevin McGuigan Vice President & Managing Director of Southeast Asia and Country Leader of Singapore also endorsed the statement. According to him, research is needed to determine it.
"Research for customer experience and needed after that can only be selected online or offline. We have to listen and improve the portfolio, make sure we pay attention to the customer," he said. The point is, if you have to go online or offline, make a breakthrough that can make customers feel interested in the brand.
Chun Li, CEO of Lazada Group and Lazada were also present and said that during the pandemic there was an increase in engagement between customers and brands. There are many scenarios used, either through KOL (key opinion leader) and interesting events.
So, once the pandemic is over -- at least things are better -- decide which one is a better fit for your brand. Continue selling online, go back offline, or do both so that the results are maximized? Everything in your hands.