East Fork, a pottery brand committed to producing sustainable products that will "last a lifetime" and paying employees a living wage, is committed to upholding its values amid the COVID-19 pandemic. In an effort to continue paying its staff during these challenging times, the brand launched the 'Online Seconds' sale — an initiative that will sell almost-perfect items to consumers at a 30% discount—however, there is a catch.
Due to the social distancing regulations put in place to combat the spread of COVID-19, consumers won't be able to receive their purchased items right away. To uphold the safety of their staff and UPS drivers, East Fork is asking consumers to be patient with their orders and that "these pots might take a long time to get to [consumers]." This initiative is asking its customers for support during these uncertain times and for them to trust the brand to deliver when this storm has passed.
Image Credit: East Fork
Why This Trend Is Growing
- Online Seconds Sale
- Opportunity for brands to sell slightly imperfect items at a discount to generate revenue during challenging times.
- Delayed Delivery
- Opportunity for brands to ask customers for patience and trust during uncertain times by offering delayed delivery options.
- Consumer Support Initiatives
- Opportunity for brands to engage with customers by launching initiatives that ask for their support and trust during challenging times.
Industries Being Reshaped
- Pottery
- Disruptive innovation opportunity: Pottery brands can launch initiatives like selling imperfect items at a discount and offering delayed delivery as a means to generate income and maintain customer relationships during the COVID-19 pandemic.
- E-commerce
- Disruptive innovation opportunity: E-commerce platforms can introduce features that facilitate and promote delayed delivery options, allowing brands to manage consumer expectations during times of uncertainty.
- Sustainable Products
- Disruptive innovation opportunity: Brands committed to sustainability can leverage consumer support initiatives as a way to reinforce their values and engage with their customer base in meaningful ways.
