Publications
Publications
- March 17, 2021
- Harvard Business School Working Knowledge
Beyond Pajamas: Sizing Up the Pandemic Shopper
By: Ayelet Israeli, Eva Ascarza and Laura Castrillo
Abstract
A first look at how the COVID-19 pandemic impacted e-commerce apparel shopping in the US and the UK. Extensive analysis and interactive graphics utilizing millions of transactions.
While the pandemic is still playing out, our preliminary investigations suggests that the new e-commerce consumers are turning out to be valuable for online retailers. Companies should use the data they collect from digital interactions to learn about these new customers: How do the new e-commerce customers compare to the pre-pandemic ones? Are they buying the same products at the same rates and prices? Are they returning items in the same rates? What is important for these new customers?
Companies should use these insights to deepen their relationships with these new customers—and more newcomers on the way—and delight them with good service and product selection.
While the pandemic is still playing out, our preliminary investigations suggests that the new e-commerce consumers are turning out to be valuable for online retailers. Companies should use the data they collect from digital interactions to learn about these new customers: How do the new e-commerce customers compare to the pre-pandemic ones? Are they buying the same products at the same rates and prices? Are they returning items in the same rates? What is important for these new customers?
Companies should use these insights to deepen their relationships with these new customers—and more newcomers on the way—and delight them with good service and product selection.
Keywords
Retail; Retail Analytics; Consumer; Pandemic; COVID; COVID-19; Apparel; Ecommerce; E-commerce; Online Shopping; Online Apparel; Online Sales; Returns; CRM; Customer Retention; Customer Experience; Customer Value; Digital; Customer Focus and Relationships; Customers; Health Pandemics; Consumer Behavior; Customer Relationship Management; Online Technology; Behavior; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States; United Kingdom
Citation
Israeli, Ayelet, Eva Ascarza, and Laura Castrillo. "Beyond Pajamas: Sizing Up the Pandemic Shopper." Harvard Business School Working Knowledge (March 17, 2021).