It has been more than a year since retailers were forced to temporarily shut their doors or put in place restrictions to limit the in-store experience. Now, as we return to some semblance of normality, it’s essential that trust and brand value are retained for those operating a digital-only presence.

Retail return

As I write this, physical retail and outdoor hospitality are feeling a little more rejuvenated after welcoming customers back. My in-box and notification center are full of alerts from brands offering high-street discounts and incentives for scanning an app in-store. This is a prime example of how fast and timely brands need to be to capture their customers’ attention when trends and circumstances change.

It’s also a great example of how essential communication and marketing techniques are in building trust and creating brand value. While I might not be one to rush back to high-street stores so soon, I do feel reassured and excited by these messages. And nothing could be more important at a time like this.

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