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Modern retail

Consumers are adopting digital by the dozen, but the future will still depend on physical channels

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Synopsis
How should companies decide about enabling delivery of products and services in the post-pandemic world? Consumers are adopting digital fast, but that does not mean companies should write off traditional physical channels. Many epitaphs have been written about physical channels, but they are likely to remain at the centre of consumption. This is the moment of truth.

Stage: The Wankhede stadium, the 2011 ICC Cricket World Cup final Scene: Out-of-touch skipper MS Dhoni comes out to bat. The dreams of over a billion Indians are at stake. How would you want to watch this match? In the stadium or at home? The responses may be different in the pre- and post-pandemic worlds. As we sit in the middle of a second wave, reading about the high likelihood of a third, a sane choice would be to watch the match on TV, in