Since this pandemic has started we’ve seen a massive shift in the demand for physical space. A shift that we originally thought would be temporary, but it’s now clear that many of these changes are here to stay.

As a previous NYC resident, I feel especially empathetic towards its residents and all the businesses that struggled and closed as a result of this pandemic. It was on one of my first dates in the city that I was able to experience the real NYC restaurant vibe.

Amidst recent events, there has been mass discussion and speculation around the future of retail. Ironically, despite our desires to be socially together again, I’ve found that the narrative of a retail apocalypse has stayed the same with a focus on the decrease or even elimination of physical stores. The truth is that the concept of stores is not going anywhere.

In today’s digital reality, the data we collect is parallel to that wisdom. It allows us to define the value of not only products but physical brand experiences. Yet, there is a challenge in utilizing that data to tie revenue to a physical experience.