Page 33 - February 2021

conveniences such as contactless shopping methods underestimated. Much of the data businesses collect
(e.g. curbside pickup) and seamless return policies have from the internet use or social media is hard to interpret
become important differentiators for shoppers. Finally because of its ambiguity. Data collected in-store is much
the article highlights ‘The Evolving Loyalty Equation’, more accurate and objective.
which explains that as shoppers explore new brands, Store in a box – Shopping from home will continue
products and ways of shopping, their loyalty to retailers to grow. The process of having something delivered
and brands evolves so it is more important than ever for and unboxed in the home needs to change. The retail
brands to develop personal and convenient experiences experience needs to make its way into the home. The way
for customers. something arrives and unfolds should be a performance
Retail strategies for brands will have been altered and a brand experience.
tremendously to deal with the result of the pandemic, and ‘The Future 100: Trends and change to watch in 2021’,
a report titled ‘Retail Insight 2021’ by Quinine puts across a report by Wunderman Thompson Intelligence talks
some of the innovations and themes companies should be about a retail reset and that despite the hope that 2021
considering as part of their retail strategy moving forward: will bring looser Covid-19 restrictions and a return
Local retail – A local store format should be a focus to social life, consumers and retailers will continue
for future growth. Smaller local community stores can to be mindful of minimising touch and close contact
provide specific needs to a local market. with others. For stores looking to entice customers to
In his own thoughts, Matt Slade, Retail Director at shop in person rather than online, a demand for IRL
Quintain comments further on this point: “Throughout experiences that place hygiene high on the agenda has
lockdown, while we were firmly planted in our dovetailed with the ongoing trend for creating physical
communities and instructed to mostly stay at home, spaces with impact.
many came to rely much more on local independents and “I believe the next 12 months will see customers rallying
nearby main streets. This trend towards ‘doorstop living’ – behind retail and hospitality, returning in greater numbers
where everything you could want or need is right outside as soon as it’s safe to do so. While there has been a shift
your front door – will continue in 2021 and beyond.” to online, through necessity, I don’t see this as a permanent
Bring your own device – More and more customers cultural shift. What we are likely to see more of is an increase
are interacting with the store environments using their in dedicated visits for leisure and dining,” says Ciara Duffy,
own smartphones. Customer behaviour and acceptance Asset Manager at CBRE Global Investors.
of new technologies has been accelerated by the Covid-19 The coming 12 months will surely not be as turbulent
mind-set towards touchless environments. as the year that has just past, but 2021 will also throw up
Collect data from the store – The power new and unexpected challenges and it appears retailers
of collecting data from within the store cannot be are evolving with the times and are ready for the fight.

FEBRUARY 2021 RETAIL & LEISURE INTERNATIONAL 33