‘In a time of upheaval, retailers have mistaken efficiency for strategy’
By 
Matt Coode2026-05-15T06:00:00
After enduring five years of uncertainty and upheaval, retailers are increasingly focusing on driving efficiencies at the expense of fleshing out their wider strategies, says OC&C’s Matt Coode
This hasn’t been a vintage year for original retail storylines. across a range of recent retailer announcements - from Ahold Delhaize to Zara - the screenplay has felt strikingly familiar; tough market conditions have triggered anaemic sales growth and the focus revolves around margin insulation, operational discipline and cost efficiency.
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