According to the recent “COVID-19 Marketing Best Practice” white paper by R3, Starbucks China has been rolling out its online retail experiences, Starbucks Now and Starbucks Delivers, across the country. First launched in China last June, the online experiences include mobile order, tracking, payment, loyalty and e-gifting. Likewise, YUM China also innovated its product by customising menus for its corporate clients, delivering raw food as part of home cooking kits, and allowing consumers to order food through KFC’s mobile app that is tailored to their budget.

F&B and retail were two of the hardest hit categories on China, according to R3. That said, the pandemic has brought about new trends in these two sectors in the country. The white paper said that COVID-19 will hasten the shift from store-based selling to digital or omni-channel retail. Major retailers might have the scale and logistical network to withstand the disruption. However overall, companies that have invested in online retail and are building their digital ecosystems will be more resilient during this trying period, and also post lockdown.

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