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The need for quantifying flexibility within your channel strategy
The What?
Needless to say — COVID-19 has had significant impact in how businesses have thought about serving their customers in new and innovative ways while trying to minimize health risks. So do you term it as a black swan event and neglect certain lessons while heeding the others that make more sense to you? That would be ignorance.
In case similar scenarios arose where you would have to change strategy within weeks or even days rather than quarters, then quantifying the flexibility and levers that are being furnished within the organization to deliver more of that flexibility need to be valued on a scale that makes sense. This enables teams to reconcile their efforts with the KPIs around this new measure as well.
The Who and the Why?
There will be bias for and friction against the way things have always been done. However, the COVID-19 experience has in a way helped executives train themselves in the practice of such dissociation with rigidly connected erstwhile principles and affinities. Please don’t let that inadvertent coaching go waste.
In a way, the recent experiences have also given brands an essence of what their product should mean for customers to be willing to take that risk. Admittedly, that is a…
