Technology and retail: Get the balance right

TBWA\Hong Kong’s Asai Meyer and Terence Ling examine the balance that brands need to strike when applying advanced technology to retail operations.

While 2020 brought harsh contraction in various sectors, lockdowns and adapting consumer behaviour brought an accelerated adoption of digital retail and shopping solutions.

Worldwide, e-commerce sales rose 28% in 2020, compared to 20% annual growth averaged over the previous six years. . Thus, it is perfectly understandable that brands took advantage of such rising acceptance to pilot ‘humanless’ retail concepts.