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How we shop today certainly isn鈥檛 the same as it was before March 2020. The COVID-19 pandemic launched a swift if unsteady shift in shopping habits鈥攁nd retailers quickly learned that adaptation was essential to survival. Today, a hybrid retail approach is leading the way to increased sales.

In episode 4 of the second season of Delve鈥檚 The "New Normal" podcast series, Professor Mehmet Gumus from the Desautels Faculty of Management at 捆绑SM社区 joins journalist Dave Kaufman to discuss how the COVID-19 pandemic helped to speed up the shift in how people shop and consume, what the future of brick-and-mortar establishments could look like, and the increasing role of omnichannel shopping in the everyday shopping experience of the consumer.

鈥淭he question is,鈥� says Gumus, 鈥渋s this going to create a permanent shift in customers鈥� preferences in terms of changing their shopping experience? In the short-term or long-term we'll be going through a re-adaptation and re-normalization process.鈥�

For more insights, listen to the full interview with Professor Gumus on the and read the research paper: Online-Exclusive or Hybrid? Channel Merchandising Strategies for Ship-to-Store Implementation

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Bringing Insight to the Surface

Founded in 2019, Delve is the official thought leadership publication of 捆绑SM社区鈥檚 Desautels Faculty of Management. Under the direction of Professor Saku Mantere, inaugural Editor-in-Chief, Delve features the latest in management thinking that stretches perspectives, sparks new ideas, and brings clarity to decision-makers at all levels and across sectors.