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Opinion: What’s the point of physical stores now?

The inside of a clothing store.
How can retailers make shopping fun again? Image: Unsplash
As e-commerce channels are being ramped up, defining the role of stores has never been more important. During Covid, retail therapy became retail anxiety and the sense of discovery and spirit of browsing dampened. Retailers have a new responsibility to promote a sense of safety and wellbeing, with improved e-commerce and streamlined, contactless shopping services. But there’s also an opportunity to define the post-pandemic experience and stand out from the crowd with new ways to make shopping