The Evolution of Retail and the Return to Bricks & Mortar 

Posted on March 25 , 2024. 
By James Egremont
Beautiful young Vietnamese couple shopping in the mall

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In 2024, the retail landscape is witnessing a significant evolution, as businesses recalibrate their strategies to adapt to a new consumer reality. The focus has shifted back to bricks and mortar, underscoring a renewed emphasis on creating physical experiences that resonate with consumers and drive engagement.

The pivot back to physical retail is not merely a nostalgic return to pre-pandemic practices but a strategic response to changing consumer behaviours. During the height of the pandemic, digital channels surged in popularity, offering convenience and safety. However, as the world adapts to a new normal, the value of tangible, immersive experiences has become more apparent. Retailers are now tasked with transforming their physical spaces into experiential hubs that offer something beyond what can be experienced online.

This strategic shift is particularly relevant in Asia, a region characterised by rapid economic growth and a burgeoning middle class. Retailers are keen to tap into this demographic shift, particularly in countries like India, which is poised to become a powerhouse in luxury retail spending. Despite the headwinds of geopolitical tensions and supply chain challenges, the potential for retail in Asia is immense, driven by a consumer base that is increasingly affluent and discerning.

The evolving retail landscape presents a unique set of challenges and opportunities, which the right consumer markets recruitment company can help you capitalise on. Identifying talent that can navigate this transition—professionals who understand the nuances of omnichannel retail, can innovate in physical retail spaces, and can harness the power of digital tools to enhance the in-store experience—is crucial.

Success in this sector hinges on a delicate balance. Retailers must blend the efficiency and reach of digital channels with the authenticity and engagement of physical experiences. They must be nimble, responsive, and innovative, constantly seeking ways to connect with consumers in a market that is more competitive and dynamic than ever.



This article is part of an ongoing series exploring hiring trends in Asia’s consumer markets. Next, we’ll explore the critical role of digitally enabled supply chains. Can’t wait? Download the entire series as a report here.


About the Author: 

James Egremont is the Co-Founder of Connexus Global. With almost two decades of experience working in executive recruitment for the consumer markets sector, James helps multinational companies attract and retain the ideal candidates to drive the future success of their businesses.


About Connexus Global: 

Connexus Global is a specialised recruitment firm operating in Singapore, Bangkok, London, and Austin, focusing on the consumer markets, commodity trading, renewable energy, and industrial sectors.

James Egremont

Managing Director

Consumer & Industrial Markets


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