When the going gets tough, the tough diversify

The initial ‘response’ phase of the pandemic is over. Now, as we’re adjusting to a state of normal(ish), it’s a good time to take stock and evaluate the current state of UK retail and hospitality. We’ve seen that many retailers used the downtime of the pandemic to diversify their sales channels. The boundaries between in-store and online have become increasingly blurred, and new channels and experiences are emerging. But how do we ensure that the values and personality of a brand stay consistent across the board?