Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Shoppers across the UAE are using smartphone technology during their retail journeys to search for product information, compare prices, and find offers and discounts. As people merge the worlds of online and offline retail, brands are tapping into cross-channel and hybrid shopping experiences.

Online grocery shopping has been slow to take off in the US, but with COVID-19, more people than ever are signing up for the service. Shipt offers same-day delivery from a variety of retailers, providing quick, clean, and convenient drop-offs at a time when it's never been more appealing.

The Alibaba-owned Freshippo supermarkets are transforming the grocery shopping experience in China into one that’s truly seamless and omnichannel. In doing so, these stores are responding to the changing habits and expectations of post-pandemic Chinese grocery shoppers.

During pandemic lockdowns, many Britons got into the habit of buying groceries locally and/or online, with ethics, provenance, and convenience becoming central factors in their decision-making. As the UK emerges from the crisis, how can brands in the sector adapt to these new priorities?