Retail Gazette has reported that Amazon boss, Andy Jassy, still intends to expand Amazon's physical presence in bricks and mortar stores despite setbacks resulting from the Covid pandemic.

This is just another example of the anticipated return to in-store shopping. As consumers turn their focus to sustainability (both in terms of caring for the environment and their wallets), people want to see products before they purchase. Are products good quality? Will they last? Are they really a bargain? These questions are not easily answered when shopping online. 

This means there is an opportunity for physical retailers, especially those that can harness technology to smooth the experience between online and in-store to create a truly hybrid experience. Successful retailers might use their stores to showcase their brand, highlight what they stand for (for example, do they prioritise high quality, long lasting items or cheap and cheerful - both will have their place) and build brand loyalty. Once consumers know what to expect from a brand, they may then be more inclined to purchase from a broader online offering.

On the flip side, consumers might look online to find a brand selling a particular item. They may still want to see that item in person before purchasing. It's no good knowing that there was stock left 3 days ago. Live updates on stock levels could make the difference for a sale.