The Sustainabilist | E-COMMERCE
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After Hysteria Comes Hysteresis By Ivano Iannelli CEO, Dubai Carbon
H
ysteresis refers to the effects that persevere even after their causes have disappeared. In the case of COVID-19, hysteresis effects include the disruption of daily lives, forced consumer behaviours, and the collapse of markets. But the question of great matter is what will happen once the hysteria (the global pandemic) ends and what changes will we keep?
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E-commerce has undoubtedly emerged as a light at the end of the tunnel for a great number of brands and businesses that, without the online platforms, would have had no other routes to market. Consumers globally have in general been quite skillful in switching to shopping online. This has resulted in e-commerce becoming a sharp focus for many brands and disrupted how they communicate with their customers. The success of both parties in engaging in
online transactions should be leveraged by businesses moving forward and used to make plans on how to retain old and new customers. These plans should consider a number of aspects. Firstly, invest, invest, and invest. Brand building, e-commerce, and performance marketing require capital. Brands who swiftly moved budgets from things like cancelled events to media and e-commerce
