Flex retail: How Australia is turning the page to a new chapter of retail

TBWA\Sydney’s Renata Yannoulis and Matthew Moran examine the future role of brick-and-mortar stores as declining footfall and skyrocketing e-commerce spending introduce a new era of retail.

A new chapter of retail is upon us. As the category emerges from a difficult year, hopeful signs of what the World Economic Forum calls the “Great Reset” of capitalism are coming to light around the world. A category once marked by excess is refocusing on the essentials and rewriting its experience playbook.

While the major shifts and driving forces behind retail’s reset are not new, COVID-19 has exacerbated the need to create a plan that is future-proof and consumer-friendly. With some predictions suggesting that by 2040, 95% of purchases will be done through e-commerce, it paints a...

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