Consumers Shop in Many Places. Why Can't Brands Wrap Their Heads Around That?

Consumers Shop in Many Places. Why Can't Brands Wrap Their Heads Around That?

In this month’s Signal Conversation, Forrester’s Sucharita Kodali talks about lessons from the pandemic and the proliferation of retail options.
Wednesday, May 26, 2021 - 8:45am


If the pandemic taught business anything, it’s that the old rules won’t always apply. Brands learned that e-commerce can be a viable channel, while supply chains need some disaster planning to stay durable. Forrester Research vice president Sucharita Kodali hopes this unusual era brings about an end to some long-held beliefs around retail.

“One of the biggest myths the industry has perpetuated is that people don’t want to go to multiple stores to complete an online transaction, while people do go to multiple stores to complete their grocery transactions,” she notes. As brands embrace e-commerce, their channels to consumers will diversify and they will shop in many places, she says. Direct to consumer will become an option, without impacting traditional retail relationships.

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