Over the last decade, the retail industry has experienced tremendous change. The popularity of online shopping forced retailers to adapt by adopting new in-store experiences and omni-channel platforms while property owners invested in internet-resistant tenants and dedicated square footage to common areas. Now, the pandemic is catalyzing a new phase of adaptation for retailers. Omni-channel and in-store experience are still front and center, but they are taking on a new meaning as consumers once again have new expectations.

Online and In-Store Shopping Collide

The line between physical retail and online shopping is blurring. Before the pandemic, omni-channel was rapidly evolving, and many retailers had developed a robust technology infrastructure to support online shopping, However, the digital segment of the business had little collaboration with the in-store experience. Now, that is changing.

"Due to the effects of COVID-19, businesses broadened the definition [of omni-channel] to include additional digital channels like mar-ketplaces, social media sites and last-mile delivery partners," Thomas Frank, executive director of marketing at Streetsense, a retail crea-tive design and marketing firm, says.