The Canadian retailer Loblaw was well-prepared to adapt to the COVID-19 pandemic due to its early adoption of a unified content platform, Contentful. By consolidating multiple websites onto one platform, Loblaw improved customer experience, reduced operating costs, and enhanced communication with customers about store changes and health measures. The use of Contentful enabled Loblaw Digital teams to quickly pivot from marketing content to critical information during the pandemic, facilitating timely updates across its online grocery banners that saw a significant spike in demand. The partnership has delivered cost savings, flexibility, and scalability for Loblaw's digital operations, with plans to apply similar strategies to other business areas, such as its loyalty program.