What: A review of Doug Stephens’ book, Resurrecting Retail.

Why it is important: The book provides an actionable future vision for any business leader looking not only to survive, but thrive in a very different post-pandemic retail world.

Resurrecting Retail was released on 13 April and reveals real-time research conducted on how the pandemic has impacted every market, industry, profession, service, and category of product. The book emphasizes that the big players such as Amazon, Alibaba, JD.com, and Walmart are coming out of the crisis even stronger and are better prepared to capture more of the global economy. But how?

Stephens believes that we are past the time when the average retailer could win with an efficient supply chain and a steady flow of exciting products. With technology, a brand can leverage social and digital platforms to connect with customers in more personalized ways. Without that personal tie, it is too easy to lose customers to those giant retailers.

COVID-19 has permanently changed consumer habits as people have begun to rely on digital shopping and e-commerce making it harder to draw customers back into brick-and-mortar stores. Brands must think about purpose and personal relevance in order to win in the current marketplace. Every form of media needs to be an extension of the store evoking an emotional connection between the consumer and the brand.

How Can A Retailer Win In This Digital Age