P2P resale platforms such as Depop have boomed in recent years, but do brands have anything to fear from these digital communities? Canvas8 spoke to Dr. Catherine Armstrong Soule, an assistant professor Western Washington University, to discover how social selling impacts brand perceptions and loyalty.

Despite the popularity and ease of e-commerce, the vast majority of Americans still visit physical shops – and it’s not just because they offer better customer service. Buying from brick-and-mortar stores gives people a chance to support their community, which creates a positive retail experience.

The physical shopping experience may never match the ease of e-commerce, but that doesn’t mean people are abandoning the high street. Brands are using concept stores, cultural events, and customisation to attract footfall and communities that care about more than products alone.

For all the benefits of e-commerce, retailers recognise that people still value brick-and-mortar, leading some to craft unique in-store experiences. Canvas8 spoke to Steffen Jahn, assistant professor at the University of Goettingen, to learn how experiential retail impacts brand perceptions.