Going forward, retail stores must be built for flexibility

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 08, 2020, 2:58 AM UTC

To survive post-pandemic, retailers must start preparing now.

The author points out that the pandemic has hit the retail sector just when both offline and online retail formats were learning to work together, and when a brick-and-mortar store could mean “something more”. The piece makes a case for adaptation at such times.

The article states that stores must be built for flexibility so that they can scale up or down, change displays and messaging quickly, apart from selling. This prevents experiences from losing their shine without incurring “astronomical” investment of time and labour.

Retailers must use data and technology to understand customers before offering the right product and experience. The author draws attention to planning and changing as per evolving consumer behaviours and keeping pace with such changes.  

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[3 minute read]