The Covid pandemic has accelerated the global shift towards online shopping, we are
seeing the emergence of a
hybrid retail environment, the so-called phygital. This combines physical and digital
solutions and is now used
as a unique way of making products available. In the future, retailers will use artificial
intelligence, machine
learning and cognitive computing to deliver personalised 'moments' to consumers, improving
the shopping
experience. This is particularly important in the area of supply chain dynamics, where
companies previously
focused on manufacturing excellence are focusing their efforts on improving the customer
experience through
greater flexibility, real-time information sharing and closer collaboration.
