Yesterday we talked about the fusion of PetSmart and DoorDash.
If you were writing Goals and Objectives for 2021, you'd ask yourself "DOES THIS SOLVE OUR PROBLEM?" Wouldn't you? You are an "O" dominated brand (omnichannel business strategy with e-commerce linked to stores) leveraging a "B" strategy (e-commerce-in-a-box) to compete against Amazon ("A").
Does this "B" strategy solve the problem?
You'd first ask "what is our problem"?
If the problem is "nobody is buying from our stores and we can't just let those stores sit there", then the solution does not solve the problem. No. The solution buys you time to think. Therefore, the Goal/Objective you write for staff reflects your perspective. You might want 10% of e-commerce orders to happen via DoorDash while retail sales hold flat ... that might be your Goal for the year.
- Exceeds Objective = 15% of e-commerce sales via DoorDash, retail comps grow by 3% or more, respond to DoorDash customer interactions with stores/e-commerce for a modified strategy by July 1, 2021.
- Meets Objective = 10% of e-commerce sales via DoorDash, retail comps between 0% and 3%.
- Missed Objective = < 10% of e-commerce sales via DoorDash, retail comps decrease.
- Exceeds Objective = Convert 20% of existing customer base to a DoorDash delivered e-commerce order.
- Meets Objective = Convert 10% to 19% of existing customer base to a DoorDash delivered e-commerce order.
- Missed Objective = < 10% of existing customer base converted to a DoorDash delivered e-commerce order.