The Work From Home Culture
Consumer behaviors have undoubtedly made many changes during the last few months, both reacting and reflecting the world’s uncertainty amid the coronavirus pandemic. And consumers are adopting new coping behaviors, too, shifting spending to categories which enable newly enforced at-home cultures, including food, household supplies, and home entertainment. Consumers are looking to nest while sheltering at home. While so many industries have been hit hard and are continuing to find footing in the current environment, companies within the home goods market have actually seen increased sales. For Resident, a digitally native home goods business that owns and operates Nectar and DreamCloud mattresses, this is especially true. Because though consumer’s spending optimism in at-home categories has certainly boosted the company overall, being a digital-first data-driven company allowed Resident to have the agility to shift smoothly into the “new normal.” Here, Ran Reske, co-chief executive officer of Resident, share insights on its working from home culture, communication and the growing nesting trend. WWD: What can you tell us about Resident’s strategy for navigating change caused by the coronavirus crisis? Ran Reske: Resident has been very fortunate as we did not need to make any significant changes to our business and our workflows. We started our business as anFollow WWD on Twitter or become a fan on Facebook.
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