In the last few weeks, Retailers have seen their share of e-commerce grow up to 100%, and even in countries re-emerging from the crisis, that trend seems to be holding strong, indicating a fundamental shift in consumer habits.

To win, Retailers need to adapt their operating model quickly and efficiently for this channel shift. This will require proactively redefining their customer touch-points of the future as well as re-thinking their operating model to support the new channel mix.

In order to redefine their customer touch-points, Retailers must consider reviewing their store networks for optimum brand presence, re-imagining the role of stores across the customer journey, and investing in store innovation.

Retailers that act quickly to adapt their distribution network, marketing mix and organisational structure for the customer touch-points of the future will be in a strong position to win and grow market share.