— By Mandy Nowels — Pivoting an experience-based brand online during quarantines and lockdowns: how The Spice & Tea Exchange quickly shifted focus from experiential to e-commerce. By April of 2020, 97% of our spice and tea specialty retail stores had been impacted by the coronavirus pandemic. Some had to shut their doors completely for a few weeks or months, while many others had to reduce hours and only offer curbside pickup and local delivery. As a franchise system, we had to ensure two things immediately: that our …