Like so many small businesses, a craft beer brewery close to me here in Northern California could have gone belly up when the COVID-19 crisis forced the closure of its two tap rooms and dried up demand from the bars and restaurants it sells to. Instead, the owner swiftly altered his business model. Customers now can order and pay for their favorite ales, pilsners, or sours online and pick them up outside one of the tap rooms or request doorstep delivery. He spread the word through an email campaign and a rapid re-design of the company’s website. As a result,…
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