Analysis: Six rules for retail's new normal

Future retail illustration

Former Game chief executive Ian Shepherd, author of Reinventing Retail: The New rules that Drive Sales and Grow Profits, defines six rules for retailers to abide by to navigate the new normal of our industry

Over the last few years, we’ve seen an increasing polarisation of retailers’ performance with some stellar players growing at eye-watering rates but many other brands disappearing altogether.

What is it that separates one set from the other? Simply, the world has changed. Changes in technology have revolutionised not just how consumers buy things but how they decide what to buy in the first place.

In my new book, I define six rules of the ‘new normal’ to capture this seismic change. How brands respond to these rules will determine whether they will sit in the winner’s enclosure or struggle to adapt to the new reality.

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