Small-Scale Leather Industry Pivots During Pandemic
Pivoting to Rural Areas During Covid-19 for Survival.
When cases of Covid-19 swept through the world, many businesses struggled to stay afloat, and the shoe-making industry was no exception. But for one shoe manufacturer, it was an opportunity to pivot and find new ways to market their products.
Learnmore Karu (25) the renowned shoemaker, made the decision to head to Masvingo rural areas to sell their products in the face of the Covid-19 pandemic.When Karu faced the possibility of losing revenue due to the pandemic, they made a bold decision. Rather than waiting for customers to come to them, the company decided to take the shoes to the customers.
The decision was made to shift their sales strategy to areas outside urban centres, where even in the face of Covid-19 restrictions, people continued to engage in essential economic activities.
The Move
“When lockdown started in March 2020 life became hard so my teammates and I in the small-scale leather industry went to rural areas to supply our products. In rural areas we were able to sell although business was low as compared to Bulawayo,” said Karu.
The company’s decision meant having to reach customers in areas where there were no retail outlets, creating pop-up stores, and identify and train new distributors. This move helped the company reach a new demographic that was often overlooked.
Shift in Strategy
With the shift in strategy, Karu could secure their supply chain, maintain their workforce, and create new jobs in the process.The company committed to ensuring safety protocols were adhered to, working closely with local health authorities to help prevent the spread of Covid-19.
The pop-up stores were set up to make social distancing and sanitization practices as simple and easy as possible. The company also worked with health officials to distribute essential safety supplies to rural communities to help in the prevention of the spread of Covid-19.
The move to rural areas proved to be a wise decision, customers embraced the shoes. Karu went on to record impressive sales figures. What started as an idea based on business survival turned out to be a successful venture that helped connect the company to new audiences and markets.
Importance of Pivoting
The Karu story highlights the importance of pivoting, being flexible, and looking beyond the traditional strategies for success. What was initially a “last resort” effort to save their business, became a new opportunity to serve a previously untapped market.
The Covid-19 pandemic will forever change the way businesses operate, and Bata has set a model for how small and large businesses can pivot and adapt to find new ways to survive in the face of economic challenges.
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