Shopping online has soared during the Covid-19 pandemic, but brands needs to create experiences in real life to keep their customers engaged in the longer term, says Simon Hatter, founder of creative retail agency Hatter
The candles feature the scents that three refugees, from Syria, Iran and Nigeria, personally remember from home. All profits from the sales will go to the charity Choose Love, to help those fleeing war, persecution and the impact of climate change
Its seductive promise of friction-free shopping has helped it become the world’s biggest retailer, without the need for a beautiful brand experience. As Amazon now joins the physical retail world, has it moved beyond the need to worry about ‘good’ design or aesthetics?