Post-Covid world

During the lockdowns in many countries, traditional distribution channels of companies — distributors, wholesalers, retailers and consumers — have broken down completely. Due to the lockdown and closure of traditional markets, the distributors, wholesalers and traditional retailers are unable to open their outlets. In countries where supermarkets are popular, like US, Europe, Latin America, Middle East, etc., consumers buy their requirements of essential products like grocery items, dairy foods, etc., from these self-service stores.

Two interesting developments have taken place during this phase. First many companies have started distribution units and vans to deliver their products directly to consumers’ homes. Consumers book orders for their essential products directly online and the company vans deliver the products directly to their homes. Second, some of the supermarkets have diversified into home delivery of essential products. They are thus becoming e-commerce outlets with online booking portals.

After the lockdowns are lifted, the former distribution channels i.e. wholesalers and retailers will bounce back. However, companies which have pioneered in distributing their products directly to the consumers and the supermarkets which have diversified into online bookings should continue building on these new initiatives. Again, during the lockdowns, the business community took to Zoom and various other web-based applications to conduct meetings and seminars. Corporate managers and staff across the world, sat around their laptops or smartphones to do business.

As a result there is an impression that in future business can be done through meetings via electronic devices, without personal meetings. But this would be an incorrect conclusion. Eventually, the best business is done face to face, with eye contact. Electronic devices can help in communications, not in establishing trust or closing deals. Moreover top executives are supposed to provide leadership to people in the offices and in the markets. They cannot run large or great companies by talking through videos.

Rajendra Aneja
Mumbai, India