The growth of e-commerce is undeniable, with estimates suggesting that nearly 30% of retail in North America will be conducted online by 2026. However, in a digital-dominated world, having a strong “ground game” is key to driving brands towards success. The ground game involves establishing a localized presence in areas where influence is desired, and consumer brands that excel in their ground game are more likely to lead in their respective industries.
While digital brands continue to thrive, many are falling short in terms of real logistics. Consumers are demanding faster delivery, more flexibility, and sustainable shipping options, which poses a challenge for many e-commerce businesses. Studies have shown that the shipping experience plays a significant role in consumers’ overall e-commerce experiences, and a large percentage of consumers have encountered shipping and delivery problems from online orders. Despite this, e-commerce giants like Amazon, Alibaba, and eBay are leading the way in defining how goods are received from online purchases.
To improve their ground games, consumer brands in industries such as retail and healthcare are investing in next-generation warehouses, integrating brick-and-mortar stores, and optimizing distribution and parcel delivery options. Physical retail stores are being redefined to serve as centralized distribution hubs for online orders, allowing retailers like Target, Walmart, and Amazon to expedite delivery times, reduce shipping costs, and enhance the overall customer experience. In healthcare, the rise of telehealth services has highlighted the need for greater efficiency and reach in the delivery of vital medications and equipment.
The success of these ground game strategies relies on well-coordinated physical logistics and technologies, innovative use of retail space, and strategic positioning of distribution hubs to meet consumer needs. By leveraging physical locations, retailers can enhance delivery capabilities, break down barriers between traditional retail and e-commerce operations, and ultimately improve customer satisfaction. As the future of business continues to evolve, businesses must recognize the importance of investing in their ground game to ensure sustainable success in e-commerce markets like healthcare and retail.
