THE FUTURE OF MODERN RETAIL: SERVING CUSTOMERS FROM A DISTANCE, PHYSICALLY & DIGITALLY

In the new normal, the line between online and offline shopping has completely blurred and the changes have culminated in the emergence of a new and hybrid retail model - physical plus digital retail, which is all about serving consumers from a distance…

- Shivam Gautom

2020 has delivered a VUCA disruption like never before. Even though things have stabilized now, businesses are still struggling to make sense of the debilitating effect of lockdowns on the once buzzing retail landscape.

Since the pandemic hit, retail has been evolving by the day. Businesses are compelled to continually explore future business models and align processes around customer convenience. In the new normal, the line between online and offline shopping has completely blurred and the changes have culminated in the emergence of a new and hybrid retail model - physical plus digital retail, which is all about serving consumers from a distance. Going ahead, friction-less shopping, virtual trials, and last-mile delivery will be some of the inherent aspects of fashion retail.

The Impact of Social Distancing and How Brands Are Navigating It

After the pandemic hit, the need for physical distancing proved to be a major disruptor for brands and retailers across the world. Especially, in a sector like fashion and lifestyle where touch and feel still counts as a salient purchase decision influencer, staying afloat became a jaw-clenching ride for businesses.

At the same time, smart brands took it as a leeway to rethink and rejuvenate their strategies to align with these testing times.

“The first one and a half month was a shock for us all. But it gave us the time to think about how to go about the next phase of re-opening stores in adherence to the new protocols of safety and hygiene. It involved immense revamping of SOPs -- first in terms of how we take care of the health and safety of our own people,” said Vivek Bali, CEO, Sephora India.