No-one has to go into town to do their shopping any more. A bold assertion. But it sums up the current situation pretty accurately. Social distancing and compulsory mask wearing have cast a shadow over the shopping experience throughout the coronavirus pandemic. The change in consumer behaviour triggered by it will change bricks-and-mortar retail for good.

How will we shop in future?

Digitalisation is the most important trend right now when it comes to the future of retail. In recent years, there have been lots of experiments on ways to reach out to digital customers and get them to hang around for longer. The subject has never been as sensitive as it is now. But the question of what constitutes the basic building blocks of an enjoyable shopping experience to begin with has often been overlooked. Whether its online or virtual, shopping has to be fun. Customers want to be inspired, and captivated by new ideas and new products.

Shopping as a leisure activity

We are already counting down the days until we can arrange to meet our friends again, stroll around the shops – and be entertained. In our isolation, the desire for social contact – virtual or otherwise – keeps on growing.

Joining the online and offline worlds – get that right and the world’s your oyster

Whether its a store, platform or social commerce venture, there are lots of simple but effective opportunities out there at the moment. You could say that Facebook and Instagram chose just the right moment to launch their store functions.

Another possible measure would be to give consumers the information they need to make purchasing decisions and for their own peace of mind. This could even include real-time updates on the number of people in the store and each aisle.

Smart path into the digital age

Billa has been pursuing an omnichannel strategy for some time now, says REWE press spokesman Paul Pöttschacher: “The majority of our customers use both channels, preferring to order online for their weekly shop, while heading into the store for their day-to-day essentials. It is also worth pointing out that the proportion of perishables is on the rise online and now accounts for more than 50% of virtual shopping baskets.”

Rethink and seize new opportunities. To do this, retailers need to come up with new concepts and shake up their existing structures to boost customer loyalty, foster a sense of trust and make visiting a store attractive . This transition could prompt the redefinition of contemporary customer needs, where the focus is on meeting fundamental elements of the customer journey and responding to their motivations for visiting bricks-and-mortar stores.