While a day out shopping used to be a favourite pastime for Brits, the internet has changed all that. Now, nine of Britons' top 20 hobbies involve the internet, and a trip to the shops is nowhere to be seen. In fact, new research shows that a third find shopping to be less enjoyable than ever.

Perks like free and next-day delivery have become the norm in online shopping, but returns are lagging behind. Aiming to make the process faster, easier and smoother is Happy Returns, which lets shoppers take unwanted items to Return Bars located in malls and stores to get an instant refund.

The traditional buying model relied on three steps: experience a need, shop to satisfy that need, then use the product. But with 45% of shopping journeys now using mobile to discover or buy, purchasing has been integrated into people’s daily routines. How can brands adapt to this new retail reality?

As e-commerce and brick-and-mortar begin to settle into a comfortable co-existence, a new retail format is beginning to emerge, blending the best of both worlds in experiential spaces that are neither store nor home. But why are digital-first labels deciding to go offline at all?