While the retail market is in many ways returning to relative normality after the blow dealt by the pandemic, it is important to note that shopping behaviour has changed significantly over the past two years. At the same time, the role of stores and retail communication has changed, writes Zuzana André Talán, Group Account Director of Ruby Team for Médiář.cz.
The covid era has forced even the biggest sceptics, who had resisted online shopping until then, to change the established way of shopping in brick-and-mortar stores and try new ways. In her article, Zuzana André Talán shows, with examples from Popai Awards and flagship stores in Paris, what consumers now expect in stores or how to use digital technologies in a way that meaningfully fulfils their purpose.