From Crisis to Opportunity: What the Tech Industry Today Can Learn from Retail’s Response to the Challenges of 2020
Joe has 30+ years of global market research experience, focused on B2B technology and telecommunications accounts. He has far-reaching experience in information systems technology, telecommunications technology, and market-research methodologies. Joe is skilled in business-customer and partner satisfaction / listening measurement, brand and product perceptions, employee satisfaction and experience, product / concept strategy development, and transactional interactions. He leads a team focused on developing data-driven insights and action plans to solve complex business issues. When not working, Joe enjoys working in his yard, golfing, watching his four kids play sports, spending time with his wife, and annual family trips to Disney.
The tech industry is facing unprecedented challenges, with major layoffs and limited budget. In times of economic uncertainty, learning from other industries that have successfully navigated adversity can be valuable, like the retail industry’s response to the COVID-19 pandemic.
Retailers that successfully adapted to changing market conditions were able to maintain their competitiveness and even grow during difficult times. Here are five key takeaways that tech companies should learn from retail’s response to adversity:
Prioritize Customer Experience: Retailers that focused on customer experience were able to maintain sales and build loyalty. To emulate this, tech companies can prioritize customer service, offer seamless user experiences, and provide personalized recommendations to enhance the customer experience, as well as explore new ways to interact with customers, such as through chatbots, virtual assistants, or social media platforms, to provide immediate support and answer questions in real-time.
Prepare for the Unexpected: Companies that were able to anticipate and adapt to unexpected events were better positioned to succeed. In the same vein, tech companies can quickly pivot their strategies to meet changing market conditions, such as shifting their focus to more affordable products. They can also diversify their offerings to cater to changing consumer preferences and explore new business models that are better suited to the current market landscape.
Build Resilience: Companies that were able to build resilience were better positioned to weather the storm during difficult times. To achieve this, tech companies can invest in local talent, develop their employees’ skills, and build a culture of innovation and continuous improvement. They can also build strategic partnerships and alliances to leverage expertise and resources outside of their organization.
Leverage Insights: Retailers that used data and analytics to understand consumer behavior and optimize their marketing strategies were able to make informed decisions and adapt quickly to changes in the market. Tech companies can similarly leverage data to identify new opportunities and areas for growth. By using advanced analytics tools and techniques, they can gain a deeper understanding of customer needs and preferences, and develop targeted marketing campaigns that resonate with their target audience.
Stay Agile: Retailers that were able to quickly adapt to changing market conditions were more successful in navigating difficult times. To do the same, tech companies can pivot their strategies quickly in response to changes in the market, using market research and fact-based insights to inform their decisions. They can also adopt agile methodologies, such as design thinking, to rapidly test and iterate new ideas.
By taking a proactive approach and learning from the successes and failures of the retail industry, tech companies can position themselves to weather the storm of uncertainty and succeed in a rapidly evolving market. With the right strategies in place, they can emerge from the current economic climate stronger and more competitive than ever before.
