The Covid-19 pandemic has accelerated the shift toward e-commerce, leaving a lot of bricks-and-mortar stores to figure a path forward that might be adjusted from the original business plan. One example: Collaboration and partnership. An article in USA Today explains that Kohl's will partner with beauty retailer Sephora to create a new in-store boutique. Similarly, Adweek ran an article two weeks ago about a similar venture with Target and beauty retailer Ulta.
Businesses of all kinds face unusual challenges as their focus move from "just the pandemic" to the complicated business and economic landscape left in its wake. As you look across your account list, are there promotional partnerships that make sense, now more than ever? As you walk through a business (either physically or virtually), are there co-promotions or partnerships going on that could benefit from some "share of voice" in the companies' advertising?