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  • March 17, 2021
  • Other Article
  • Harvard Business School Working Knowledge

Beyond Pajamas: Sizing Up the Pandemic Shopper

By: Ayelet Israeli, Eva Ascarza and Laura Castrillo
  • Format:Electronic
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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.

Keywords

Retail; Retail Analytics; Consumer; Pandemic; COVID; COVID-19; Apparel; Ecommerce; 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; Internet and the Web; Behavior; E-commerce; 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).
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About The Authors

Ayelet Israeli

Marketing
→More Publications

Eva Ascarza

Marketing
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More from the Authors

    • September 2023
    • Faculty Research

    The Meteoric Rise of Skims

    By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
    • July 2023
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    Crocs: Using Community-Centric Marketing to Make Ugly Iconic

    By: Ayelet Israeli and Anne V. Wilson
    • July 2023
    • Faculty Research

    DayTwo: Going to Market with Gut Microbiome (Abridged)

    By: Ayelet Israeli
More from the Authors
  • The Meteoric Rise of Skims By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
  • Crocs: Using Community-Centric Marketing to Make Ugly Iconic By: Ayelet Israeli and Anne V. Wilson
  • DayTwo: Going to Market with Gut Microbiome (Abridged) By: Ayelet Israeli
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