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Resilient Retail Playbook

This flagship PSFK guide is a trends-led playbook for retail resilience.

(Discover the 2023 version of the Future of Retail report with its focus on shopper marketing activation here)

Executive Summary

Without a doubt, 2020 was a year of unprecedented retail reckoning. While many businesses were forced to temporarily or permanently close shop, there were some who found opportunities within the challenges of the year’s circumstances. The most successful retailers and brands of 2020 were those who invested well ahead to build resilience, focusing on securing the infrastructure, supply chains and culture to pivot at a moment’s notice and respond to changes affecting consumers and the market.

Report Overview

This Future of Retail 2021 trends report is designed not only to help brands and retailers respond to the events of 2020, but also to build their business for 2021 and beyond. In this report, you’ll be asked to honestly assess where you are as a company today and identify where your next key investments should be (for more details, check out our Retail Resilience Rubric at the back of this report). If you commit to organizational introspection and infrastructure redevelopment now, your company will be better equipped to weather, meet customer expectations and thrive within the unknown and unexpected.

Original Insights & Statistics In This Report

  • Only 23% of consumers will shift their spending back from online retailers to brick and mortar retail stores after the coronavirus pandemic
  • As many American consumers are willing to share personal information with retailers and brands as those who won’t (47%)
  • Consumers are signaling their in-store intentions through online research before their visit traditional retailers: 45% researched online regarding physical store inventory/availability and 33% researched online regarding safety protocols/measures

This is the 2021 version of the report. The 2022 version of the PSFK Future of Retail 2022 can be found here.