It’s time for the joy to return to retail

Fashionable mannequins draped over a pink four-wheel drive.
Inside the fun and fashionable world of Missguided store. Image: Dalziel and Pow
In today’s world, safety has quickly become a key driver of consumer behaviour. But with a heightened focus on hygiene and social distancing measures, the post-COVID shopping experience runs the risk of alienating customers by failing to connect on an emotional level. How can we put the magic back into the retail experience in order to delight and excite audiences once again?  Although it’s easy to blame the pandemic, physical retail has been going through a sustained shift for some tim

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