Here’s How Dell Is Adapting to the Post Pandemic World of B2B Ecommerce

Brands all over the globe have been scrambling to adapt to life and work under the cloud of the COVID-19 crisis and develop new strategies for serving customers in the new normal of the post-pandemic world.

One industry which has a little more pivoting to do than most is the business of B2B marketing and ecommerce. In this space, brands have had to quickly adapt to the significant changes we’ve seen in the way people work and the tools they need to carry out their roles.

While the worst of the pandemic has [hopefully] past, the rise of the Omicron variant in South Africa and now spreading across the planet is causing some governments to reintroduce restrictions to try and mitigate its impact. This mean we’re likely going to be living in the shadow of COVID for a while yet and B2B brands need to settle in for a longer ride than we possibly predicted.

Dell

As a pioneer in computer technology and one of the largest providers of IT technology and services in the world, Dell has been in the vanguard of this effort since the onset of the COVID-19 crisis, and this Texas-based super brand has been transforming its B2B ecommerce and marketing efforts to meet this challenge.

Dell had already been predicting and preparing for a period of accelerated growth and transformation as it went in to 2020 but could not have guessed the world changing events which were around the corner and how it would cause an even more rapid pace of change born out of necessity.

"Digital is constantly changing, which keeps us as marketers sharp and engaged," said Senior Director of Brand & B2B Campaigns at Dell Technologies, Rachael Henke. "In 2019 MediaCom predicted that usage would go up for many key channels, like CTV, Social, Audio, and eSport. MediaCom saw that CTV would eventually be the primary source of advertising on TV. MediaCom and Dell also leaned into podcasts with the Dell Small Business Podcast."

However, when the pandemic hit, Dell quickly identified that customer behavior was changing and come channels were becoming more popular than others, and not always in the way it would expect. Channels such as Twitch saw massive boosts while others decreased in engagement and Dell’s B2B partners needed to be able to quickly adapt and manage these transformations.

"TV rewound to the reach it had a few years ago (even if only briefly)," continued Henke. "Twitch tripled in size in one year. People started buying groceries online at record speed; 75% will never buy groceries in the store again. These were massive shifts in human behavior with digital platforms. And in many ways, Dell Technologies saw this change coming and are helping companies virtualize their workforces in this way."

Technology-as-a-Service

One way Dell is adapting to these shifting needs is through its innovative APEX service. With APEX, Dell’s B2B clients can subscribe to a technology-as-a-service model and leave the heavy lifting of such technology provision as data center management to the experts.

This model allows for a conservation of resources and gives brands the agility to scale their technology provision up and down in response to demand. Increasing storage using the old methods of technology installation could take weeks or even months, but with Dell’s as a service model it can happen overnight.

"With APEX, time can be spent running businesses instead of working with the technology to support them," concluded Henke. "APEX was announced last month at Dell Technologies World and already has a lot of momentum with plans to extend across their technology portfolio. We are in a time where we are shifting from businesses running at the speed of their technology, to technology running at the speed of business."

Dell has also been revolutionizing its ecommerce portal with micro-frontends. This method allows Dell to quickly add or remove elements of its online shopping platform and test new features without disrupting anything else and will help the IT behemoth refine and improve the customer experience for its discerning B2B ecommerce clients.

Final Thoughts

Technology-as-a-service is a fantastic way to give brands the power to quickly adapt to the ever-changing landscape of working during the COVID-19 crisis. With this kind of service, Dell’s B2B clients can quickly acquire the technology and capacity to facilitate practices such as remote work, data streaming, and more, to keep ahead of the pandemic.

You can hear Dell’s Director of Online Marketing & eCommerce, Robert Elzner, and Head of Global Ecommerce Competencies & Analytics, Tom Mcelroy, speak at B2B Online 2022, taking place in April at the Chicago Marriott Downtown, IL.

Download the agenda today for more information and insights.