Christiane Lemieux on Why Successful Brands Are Frictionless Ones

COVID is binary. For some categories and companies, it has proven to be a historic opportunity; for others, it has raised previously unfathomable challenges. The airline industry could never have factored something like this into any flight plan. But not all businesses are grounded, either. We are reminded of the eternal truth that anything can happen, and while the future can arrive in the guise of uncertainty, it is likewise, and always, the source of near-infinite possibility. Consider the home industry, which is suddenly poised to grow and transform in thoroughly positive—even if equally unfathomable—ways. The companies that can deliver a frictionless experience to customers during this transition will find themselves in possession of new real estate in our homes and hearts. And when it comes to delivering such an experience, both in selection and execution, there is no company better positioned than Wayfair.