“Won’t it be great when things are back to normal?” you hear people say.
Yes, of course it will, but when normality resumes – even in the unlikely event that it looks like its pre-pandemic predecessor – the retailers that will be most successful will have adopted a new normal of their own making.
The health emergency has prompted some of the most successful businesses not to prepare simply for a return to all the past certainties and ways of doing business that enabled and sustained their ascent – but to accelerate strategies to bring success in new ways.
Food-to-go specialist Pret A Manger, for instance, is not just banking on office workers’ pent up demand for a skinny latte and their signature sarnie when offices open up again.
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