HOW THE RETAIL SECTOR HAS EMBRACED INNOVATION DUE TO THE PANDEMIC
“…When there are no constraints on the creative process, […] people follow the path-of-least-resistance, the most intuitive idea, rather than investing in the development of better ideas. Constraint provides focus and a creative challenge that motivates people to search for and connect information from different sources to generate novel
ideas for new products, services, or business processes.”
“Business as Usual” ended with the start of lockdowns. Retailers who had to close doors saw sales and profits fall immediately and in food and beverage categories, supply chain demand was difficult to meet.
Lockdowns imposed unexpected and dramatic constraints: closing ports, stores, restaurants and warehouses; and locking customers in their homes. Business schools teach that a key method in developing innovation is to impose constraints. Therein we find an interesting sub-story. Constraint has driven innovation.
This article was also published in The Retailer, our quarterly online magazine providing thought-leading insights from BRC experts and Associate Members.
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