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Opinion

Let's not forget the joy of shopping

There is a constant flow of articles, reports and research that reconfirm that the future of retail is all about ease, convenience, efficiency and immediacy - whether via seamless e-commerce, personalisation through analytics, self service and non-manned stores, AI and same day delivery as mandatory - and so many of our GenZ and Millennials seem to increasingly expect this as the norm. I’m all for the above but a couple of experiences recently reminded me about the need to remember the huge pleasure that can be enjoyed through the physical shop and ironically with increased focus on the 'experience economy’ there seems to be a missed opportunity for brands and retailers to revitalise and celebrate the joy of shopping.