Retail

DTC 2.0: Why Direct-to-Consumer Brands Are Going Physical
DTC 2.0: Why Direct-to-Consumer Brands Are Going Physical 1440 428 ASG
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The direct-to-consumer model once promised a cleaner path to profit. Cut out the middlemen, sell online, and watch your margins soar. But reality has caught up to the promise.

Today, DTC brands are facing rising customer acquisition costs, intense competition, and increasingly complex fulfillment logistics. The brands that are thriving are not relying on digital alone. They are showing up physically, in stores, in pop-ups, and in the everyday lives of their customers.

This is DTC 2.0. And it is hybrid by design.

The New Challenges of DTC

In the early days, brands could rely on Facebook and Google ads to reach new customers cheaply and at scale. But those days are over. According to Shopify, the cost of customer acquisition has risen more than 60 percent since 2015.

At the same time, the DTC space is saturated. With thousands of lookalike brands vying for the same audience, it is harder than ever to stand out. Simply having a good product is not enough. Brands need a strong narrative, a differentiated experience, and a loyal community.

And there is the operational side. Shipping, warehousing, and handling returns all fall on the brand. These are challenges traditional wholesale partners used to absorb. If your logistics fall short, customers notice. Fast.

The Pivot to Physical Retail

The irony? Many of the most digitally native brands are now going physical. But they are doing it their way—low risk, high touch, and data driven.

Sub-leasing Smaller Storefronts

Some DTC brands are partnering with landlords to sublease sections of existing stores. It is a way to gain high-traffic exposure without long-term commitments or massive overhead. Brands like Brilliant Earth are using showroom-style spaces to connect with customers in urban markets.

Pop-Up Shops

Pop-ups let brands test cities, launch products, and create buzz. Gymshark, for example, has used short-term retail activations to turn online loyalty into real-world community. These moments often feel more like events than stores, and that is the point.

 

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Shop-in-Shop Models

Partnering with an established retailer can be a smart move. Our Place and Cuyana have placed their products inside Nordstrom to reach new audiences while maintaining control over how their brand is presented. It is physical retail with built-in foot traffic and credibility.

These formats give DTC brands the ability to meet customers face to face, which is critical for categories like beauty, apparel, and home goods. They also provide the chance to upsell, build loyalty, and turn a one-time buyer into a lifelong fan.

Data-Driven Experience Design

Digital brands know how to track and personalize online. Now they are bringing that same mindset into the physical world.

Personalization

By connecting in-store behavior with online activity, brands can deliver tailored follow-ups. Did someone try on a jacket in store? Send them an email with a similar product, styling tips, or an incentive to complete the purchase.

Heat Maps and Layout Optimization

Retailers are using tools like heat mapping to track how customers move through stores. This helps optimize store layouts, product placements, and even staffing schedules.

Smarter Inventory Management

By syncing sales and behavior data across channels, DTC brands can better forecast demand. If a product is underperforming online but flying off shelves in store, inventory and marketing strategies can shift accordingly.

Loyalty Programs

Modern loyalty platforms tie together digital and physical purchases, offering personalized rewards based on real behavior. The bonus? Brands collect more first-party data, which is essential as third-party tracking fades out.

Final Thought: The Future is Hybrid

DTC is not dying. It is evolving.

The most successful DTC brands are building real communities, blending physical and digital touchpoints, and using data to create smarter, more human customer experiences.

They are not chasing a single channel. They are designing for the whole journey.

Retail Isn’t Dying. It’s Digitally Reinventing Itself
Retail Isn’t Dying. It’s Digitally Reinventing Itself 1440 428 ASG
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The rise of eCommerce has reshaped the foundation of retail. What started as a convenient alternative to traditional shopping is now a dominant force, driving nearly 16 percent of all U.S. retail sales as of mid 2024. But the story isn’t just about what’s happening online. The bigger shift is how this digital disruption is transforming the role of physical retail spaces.

Brands that once existed purely online are opening storefronts. Malls are becoming fulfillment hubs. Stores are no longer just about selling. They’re about storytelling, logistics, and experience.

Digital First, Physical Second

Retailers like Vuori and Mejuri began entirely online, building loyal customer bases and scalable operations through eCommerce. As their brands matured, they didn’t abandon digital but instead added brick-and-mortar locations that function more like experiential showrooms. These spaces help customers interact with the product in real life, but the final transaction might still happen online.

That is the future of physical retail: not as a competitor to eCommerce, but as a powerful complement.

AR and VR Are Not the Future. They’re Already Here

Augmented reality (AR) and virtual reality (VR) are turning the shopping journey into something immersive and interactive. Whether it’s IKEA’s app that lets you place furniture in your living room or Fenty Beauty’s virtual try-on tools, AR is helping customers make smarter choices without ever stepping into a store.

And in store? AR is being used to enhance discovery. Scan a shelf and learn more about a product, view a how-to video, or unlock a limited-time offer—all from your phone. These features don’t just make shopping more fun, they make it more effective.

VR, while less widespread, is on the rise too. Retailers are testing full 3D virtual stores where customers browse digital aisles from their homes. These spaces are not just futuristic. They are the beginning of a new hybrid experience where shopping happens anywhere.

What COVID-19 Made Permanent

The pandemic did not invent digital retail, but it did fast track its adoption. According to McKinsey, the pandemic accelerated eCommerce by five years in a matter of months. Contactless pickup, curbside delivery, and mobile-first shopping experiences became the new baseline.

Post pandemic, many consumers have kept those habits. In-person retail is still relevant, but only when it offers something online can’t. That is why experiential retail is on the rise. Think of Crumbl Cookies and its open-kitchen design that encourages customers to watch the baking process. Or athletic brands creating in-store fitness classes and gear demos.

Retail spaces that generate shareable, memorable moments are winning foot traffic and loyalty.

Real Estate is Getting Smarter and Smaller

Retailers are also localizing operations. Instead of relying on massive regional warehouses, they’re building micro-distribution hubs closer to customers. Physical stores are being reimagined as both fulfillment centers and experience zones.

This has also led to more flexible retail real estate strategies. Brands are exploring short-term leases, pop-up shops, and modular store layouts that adapt to demand. The modern storefront isn’t static. It evolves with the consumer.

The Takeaway: Reinvention, Not Retreat

Brick-and-mortar is not disappearing. It is becoming more agile, more interactive, and more digitally connected. Retailers that embrace omnichannel integration, invest in immersive technology, and rethink their physical footprint are finding new growth opportunities in a complex landscape.

eCommerce didn’t kill physical retail. It changed the rules. And the brands that are playing to win are using every tool—digital and physical—to connect with consumers.

Need help evolving your store strategy?

Asset Strategies Group helps brands find, design, build, and manage retail spaces that integrate digital infrastructure with physical execution. From site selection and leasing to immersive store design and omnichannel fulfillment, we provide end-to-end support with data-backed insights through our ASGedge platform.

Schedule a strategy session

Let’s build smarter retail spaces together.

Malls Are Not Dead: They’re Just Getting Smarter
Malls Are Not Dead: They’re Just Getting Smarter 1440 428 ASG
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For decades, malls have been cornerstones of retail real estate. While some headlines have painted them as relics of a bygone era, the truth is more nuanced. The mall is evolving, morphing into a dynamic, multi-purpose destination that meets the demands of the modern consumer.

At the forefront of this transformation are developers like Simon Property Group, Brookfield Properties, and Unibail Rodamco Westfield. These firms are redefining what a mall is and, more importantly, what it can be.

From Shopping Center to Lifestyle Destination

Simon Property Group has over 200 malls under its belt. In recent years, the company has invested heavily in turning these properties into lifestyle hubs. Think residential apartments above retail, entertainment venues next to restaurants, and public gathering spaces built into former parking lots. It is no longer just about shopping. It is about living, working, dining, and playing in one cohesive environment.

Brookfield Properties is using a similar strategy, especially when it comes to repurposing space left by department store closures. Vacant anchor stores are becoming gyms, co-working spaces, entertainment venues, and even fulfillment centers for digital native brands entering physical retail.

Unibail Rodamco Westfield is adding another layer: sustainability. Many of their projects now include green building practices and net zero energy goals. As consumers grow more eco-conscious, this integration of environmental responsibility into the retail experience is becoming a powerful differentiator.

Why the Traditional Mall Model Is Breaking

Consumer expectations have shifted. Shoppers today, especially Millennials and Gen Z, are not just looking to buy products. They want experiences. They want places where they can connect, discover, and enjoy themselves.

Add to that the rise of eCommerce. As of mid 2024, digital sales account for roughly 16 percent of total retail in the U.S., and that number is climbing. It is clear that malls can no longer rely on transactional foot traffic alone.

Flexible work arrangements have also changed visitation patterns. Weekday traffic has declined. Malls now need strategies to activate weekends and give people reasons to visit during non-peak hours.

And then there is the anchor tenant crisis. The closures of Macy’s, JCPenney, and Sears have left massive holes in mall ecosystems. These large format vacancies are being reimagined, but it requires capital and creativity to make the transitions successful.

What the New Mall Looks Like

The future of the mall is mixed use, entertainment driven, and hyper local.

Mixed use: Malls are incorporating office space, apartments, hotels, and public amenities into their footprint. Oakbrook Center in Illinois is a strong example. What used to be a traditional shopping complex is now a thriving environment where people work upstairs and eat downstairs.

Entertainment first: Whether it’s the American Dream’s indoor ski slope or smaller malls adding immersive gaming and VR experiences, entertainment is no longer optional. It keeps people in the space longer, which increases the chances they will shop or dine.

Dining reimagined: Food courts are becoming food halls. Malls are partnering with local chefs and niche culinary concepts to offer high quality, Instagram worthy experiences that drive foot traffic and return visits.

Digital integration: Smart malls now use mobile apps to help customers find parking, navigate stores, and access promotions. AR tools, real-time foot traffic analytics, and seamless online to offline integrations are enhancing the shopper journey and supporting better business decisions.

Why This Matters for Retail Brands

Malls may look different, but they remain a powerful channel. In the right setting, they create opportunities for brand discovery, deeper engagement, and multi-sensory storytelling. A consumer might first encounter your brand at a pop-up event, experience your product in a digitally enabled environment, and later become a loyal online customer.

For brands, this environment offers the best of both worlds. You get physical visibility with digital support. You reach shoppers when they’re relaxed and engaged, not just clicking through screens.

Final Takeaway

Malls are not dying. They are being reengineered to match today’s lifestyles. The most successful developers are those who see malls not just as places to shop, but as places to live, work, and connect.

The new mall model is built on experience, convenience, and community. Retailers who want to stay ahead should view malls as a strategic channel, not a fading relic.

Wholesale Without the Risk: How Modern Brands Are Scaling Smarter
Wholesale Without the Risk: How Modern Brands Are Scaling Smarter 1440 428 ASG
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For today’s retail brands, wholesale can either be a growth catalyst or a fast track to brand dilution. When done strategically, wholesale expands reach, drives trial, and increases sales. But when mismanaged, it undercuts brand equity, erodes margins, and disconnects you from your customer.

In a world where direct-to-consumer (DTC) costs are rising and digital channels are saturated, more brands are reconsidering wholesale. The smartest ones are rewriting the rules.

Why Wholesale Still Works

Wholesale gives brands access to scale without the overhead. It taps into third-party retailers’ infrastructure, foot traffic, and loyal customer bases. For emerging brands, it can open the door to markets that would be too costly to enter alone. For established players, it can provide reach into new geographies and shopper segments.

But reach comes at a cost. Retailers expect significant discounts to maintain their own markups. That hits brands hard, especially those already operating on slim margins. Even more concerning is the loss of control. In third-party environments, you cannot always dictate pricing, displays, or brand messaging. And that matters—especially if your brand is built on exclusivity, storytelling, or customer intimacy.

Balancing Wholesale and DTC

The rise of DTC created a new standard for brand control. Full ownership of the customer journey, direct access to data, and higher margins made it the preferred model for a decade. But DTC growth has slowed. Rising acquisition costs, privacy changes, and digital fatigue have made scaling DTC expensive.

Enter: hybrid retail. Brands like Gymshark, Fenty Beauty, and Skims have shown that wholesale and DTC are not enemies. They’re complementary. These brands built direct relationships with customers first, then expanded into wholesale through highly selective partnerships. Skims aligned with luxury retailers like Saks and Selfridges. Gymshark went into stores only after creating a strong digital identity. In both cases, wholesale was not a pivot—it was a growth layer.

Modern Economics of Wholesale

Unlike traditional wholesale-first brands, DTC-native companies can be selective. They hold the power to dictate terms, control brand standards, and ensure channel harmony. Wholesale becomes a way to offset digital marketing costs and reach customers in real life—without sacrificing core brand values.

It also supports omnichannel behaviors. Customers want to discover a product in-store and reorder online. Or browse online and buy in-store. Brands that create seamless experiences across both win long-term.

Case Studies: Getting It Right

Crumbl Cookies used wholesale to extend its reach into premium grocery environments, while keeping limited drops online to maintain hype and exclusivity. The brand ensured its DTC and wholesale strategies worked together—not in competition.

Skims maintained luxury positioning by partnering only with select retailers that could uphold its brand standards. That allowed the brand to expand without losing control of its image.

YETI partnered with retailers like Dick’s Sporting Goods and REI to match its rugged, outdoor image. Every placement reinforced brand values.

Chewy, still a primarily DTC brand, has tested physical retail with PetSmart and Petco while maintaining strict control over how products appear in-store. This measured approach allowed it to test without weakening its identity.

The Takeaway

Wholesale is not a shortcut. It is a strategic growth lever that works best when layered on top of a strong DTC foundation. Brands that succeed use data to pick partners, maintain pricing and presentation control, and view wholesale as part of a long-term omnichannel plan.

The goal isn’t just reach. It’s profitable, aligned, brand-enhancing reach.

Want help scaling smarter?

ASG helps brands find, design, build, and manage retail locations with precision. We handle everything from site selection and lease negotiation to store design and construction management—powered by ASGedge, our real estate intelligence platform.

Let’s build smarter together: Schedule a strategy session

Smart CEOs Are Rebuilding Supply Chains for Resilience
Smart CEOs Are Rebuilding Supply Chains for Resilience 1440 428 ASG
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For decades, “just-in-time” was the gospel of global supply chains.

It was efficient. It was lean. It kept costs low and inventory tight — a dream for margin-hungry CFOs and operations leaders alike. But in 2025, with tariffs soaring, logistics in flux, and geopolitical uncertainty lurking around every corner, the dream has become a liability.

Today, the smartest CEOs in retail are embracing a different mantra: Supply chain resilience over efficiency.

A Crisis Decades in the Making

The cracks in just-in-time logistics didn’t appear overnight. COVID-19 exposed them in brutal fashion. One delay in Vietnam or a port shutdown in Shanghai, and shelves in Chicago sat empty for weeks. Many retailers had no slack in the system — no buffer stock, no backup suppliers, no alternative freight routes. The impact was severe and immediate.

Some adapted. They diversified. They stockpiled. They invested in visibility and redundancy. But just as supply chains were beginning to settle, another blow arrived: a new wave of tariffs, not only on China but across Southeast Asia — Vietnam, Bangladesh, Cambodia, and others. With few low-cost countries left untouched, the old fallback strategy of “move production somewhere else” no longer works.

As one industry analyst recently put it,

“Retailers just learned there’s no place to hide.”

From Fragile to Flexible: The New Supply Chain Playbook

Smart CEOs aren’t waiting for stability to return. They’re building systems that don’t require it.
They’re making resilient supply chain design a core business function.

That means rethinking everything — from how and where goods are produced, to how they’re moved, stored, and sold.

Diversified sourcing is no longer optional. Retailers are spreading production across multiple countries — not just China and “+1,” but to three or four regional partners. Nearshoring, especially to Latin America, is accelerating. Why? Faster lead times, fewer surprises, and in many cases, duty-free access under trade agreements like CAFTA-DR.

At the same time, companies are reintroducing a concept they once abandoned: inventory buffers. After years of minimizing stock to cut carrying costs, retailers are now holding more — not recklessly, but strategically. They’ve learned that the cost of not having product can be far greater than the cost of carrying it.

And underneath it all, there’s a new foundation being laid: technology.
Supply chain technology trends like AI and predictive analytics are giving leaders real-time visibility into disruptions before they become disasters. Automated systems are helping balance inventory across networks. Some retailers have even stood up “supply chain war rooms” — cross-functional teams that monitor logistics, trade policy, and supplier health every day.

Resilience Isn’t Cheap — But It Pays

Of course, building supply chain resilience isn’t free.

It means more complexity. More relationships to manage. More capital tied up in stock. But after losing billions in missed sales, last-minute freight premiums, and brand damage over the past five years, most CEOs see the investment as insurance — not a luxury.

More importantly, resilience isn’t just about protection. It’s about positioning.

Retailers who’ve built adaptive supply chains are faster to market. They’re better at absorbing cost shocks. They can respond to demand swings with agility, not panic. And in a world where consumers expect instant availability, those capabilities translate directly to loyalty, share, and margin.

The Role of the CEO: From Efficiency Leader to Risk Architect

This shift requires a mindset change at the top.

Efficiency will always matter. But in a world defined by volatility, efficiency without resilience is fragility in disguise. CEOs must now think like architects of supply chain risk management. They need to empower their supply chain leaders not just to deliver products faster and cheaper, but to make the system stronger, smarter, and more shockproof.

That means funding the right tech. Supporting the right sourcing moves. And building a culture that embraces flexibility, not just optimization.

Because the question isn’t whether the next disruption will come.

It’s whether your supply chain — and your brand — will be ready when it does.

Medtail is Moving In
Medtail is Moving In 1440 428 ASG

Once one of the largest shopping centers in Tennessee, One Hundred Oaks in Nashville faced a prolonged downward spiral. Like many malls, it enjoyed success as a thriving urban shopping hub with nearly 900,000 square feet of retail space. However, the story of One Hundred Oaks mirrors a broader trend seen across America, where malls struggle and eventually succumb to closure due to changing consumer preferences, community migration, and the rise of e-commerce.

Nearly half of the former mall’s property is dedicated to Vanderbilt University Medical Center’s clinical and administrative support operations with 22 specialty clinics, a pharmacy, imaging center, and laboratory.

The opportunity came at a time when Vanderbilt University Medical Center needed to expand its services to keep up with patient demand. Despite the unconventional nature of the location at the time, the transformation of the One Hundred Oaks site made sense. It was just four miles away from downtown Nashville—creating a medical space at a time when there was a demand for accessible health care.

With an aging Boomer population, increased healthcare demands and shifting consumer preferences, it’s no surprise that repurposing retail space has become a strategic necessity. It has created a dynamic landscape that continues to evolve as both the health care and retail industries face unique challenges.

medtail

Meet Medtail

Referred to as “Medtail,” this transformation within retail stems from healthcare tenants moving away from expansive hospitals and independent structures to more accessible locations to deliver in-person services that cannot be accessed through online platforms.

And these healthcare services aren’t only the vision centers, dental clinics, or urgent care facilities you typically see occupying former malls, strip malls, and other commercial spaces. Health and wellness providers of all kinds—therapists, sleep clinics, dermatology centers, and even university medical systems, as we’ve learned—are playing a pivotal role in revolutionizing the healthcare real estate sector.

Today, major healthcare systems, including the University of Rochester, are embracing this trend. The university constructed a 350,000-square-foot ambulatory orthopedic facility at The Marketplace Mall site in Henrietta, New York. The $227 million project—the largest offsite project the university has ever undertaken—will include an outpatient surgery center and a physical therapy space.

Similarly to the former One Hundred Oaks space, the University of Rochester project is an example of how new life can be breathed into an unoccupied retail space—the outpatient surgical center is a former Sears store—by converting it into a space that meets the country’s growing demand for more healthcare infrastructure.

At a time when a healthcare worker shortage and endemic COVID-19 are making the outlook of the healthcare industry less clear, one trend is evident: There is a dire need for more healthcare infrastructure. And that infrastructure may look different than expected, but it’s transforming the way we access medical care.

The Face of Medtail

Successful Medtail businesses have a keen awareness of the demand for accessible healthcare solutions. These setups strategically position healthcare services in high-traffic areas, making medical attention conveniently available where people already frequent, redefining the accessibility and approachability of healthcare.

A Tether Advisors survey found that nearly 80% of private equity, commercial real estate, and retail healthcare respondents believe Medtail investment will increase. You don’t have to look far to see proof.

  • VillageMD and Walgreens are opening of nearly 600+ full-services doctors’ offices. The clinics, located inside Walgreens pharmacy locations, will staff more than 3,600 primary care providers. The company says at least half the locations will be in medically underserved areas.
  • In Winona, Minnesota, a once vacant Kmart now serves as a primary care clinic for Gundersen Health System. Vacant since 2014, the building now houses several medical specialty offices, including family and internal medicine, pediatrics, women’s health, imaging services, occupational therapy, and an eye clinic.
  • About four hours north in Duluth, Minnesota, developer Kraus-Anderson converted a former Younkers department store into an adult and pediatric therapy facility for Essentia Health. The 45,000-square-foot facility includes gym spaces, treatment rooms, and spaces for rehabilitation psychology and support groups.
  • After an economic downturn during the pandemic, the Good ‘N Plenty restaurant closed in Lancaster County, Pennsylvania. Well Spring Care Inc. purchased the 8.5-acre property in 2022 to convert the structure into a 24/7 medical clinic for the Amish community.

Research shows that nearly 20% of retail space is now leased by medical providers, up from 16% in 2010, and it shows no signs of stopping.

What’s Driving Medtail?

What’s behind this surge in utilizing retail space for medical services? One of the biggest key drivers is convenience.

While convenience may mean proximity to one consumer, it may mean avoiding enormous hospital campuses to another. A vast majority of hospital and health systems say they expect a continued increase in outpatient volumes through this year and beyond. In fact, 95% of health leaders surveyed in the Guidehouse and Healthcare Financial Management Association report say outpatient volumes will increase this year alone, and 40% expect jumps of 10% or more.

While many patients may prefer to bypass navigating through complex facilities to find a physician or healthcare specialist, these statistics also beg the question: Is there even enough room at current healthcare facilities to accommodate rising patient numbers?

Small communities in remote areas also once had little access to medical facilities, with patients forced to drive dozens of miles to see a specialist. With Medtail’s rise, rural patients are now seeing more options available to them.

There has also been a shift in how healthcare has embraced preventative wellness, recognizing the importance of proactive measures and offering services that empower individuals to maintain their health and well-being before issues arise.

Look no further than Dollar General to illustrate this transformation. Not to be left in the dust by Medtail leaders Amazon, CVS, Walmart and Best Buy, the discount retailer created a healthcare advisory panel to assess opportunities in Medtail and healthcare under its DG Wellbeing brand.

Earlier this year, Dollar General began teaming up with DocGo, a mobile health and transportation service provider, to pilot three mobile health clinics. Large vans in three Tennessee store parking lots now offer customers basic, preventive, and urgent care services, as well as lab testing to reach underserved populations in high-traffic areas.

Malls experienced among the highest vacancy rates in the fourth quarter of 2022, with an average rate of 8.7%. General retail locations fared much better at just 2.5%. The number of empty office buildings looked even more bleak, with a record 963 million square feet of office space unoccupied in the United States at the end of the first quarter of 2023.

Commercial leasing agents may feel like they have their work cut out for them. Yet reusing underutilized retail space offers a glimmer of hope and opportunity in these changing times. Opening retail spaces to health and wellness businesses can not only bring new life to empty storefronts while also tapping into the growing demand for accessible medical services.

Incorporating Medtail is just one way malls are transforming to reflect consumer behavior. Learn about an exciting new chapter for the modern mall.

Wellness Real Estate: Building Healthier Retail Spaces
Wellness Real Estate: Building Healthier Retail Spaces 1440 428 ASG

Amidst the towering urban landscape, a quiet revolution in building design and construction is unfolding–one that goes beyond aesthetics and focuses on the essence of human well-being. While brick and mortar is often thought of as static and unyielding, looking at retail spaces through a human-centered-design lens, we see incredible potential to create healthier, and more liveable, shoppable, and workable spaces. By considering human health in building design, construction, and management of retail spaces, retailers can contribute to a healthier future for us all.

The wellness economy stood at $4.4 trillion in 2020, according to a report from the Global Wellness Institute (GWI), of which $275 billion came from the Wellness Real Estate sector. The sector has a projected annual growth rate of 16.1% through 2025, thanks to increased consumer awareness following the pandemic about the critical role that external environments play in our physical health and well-being.

The GWI defines the Wellness Real Estate Sector as “the construction of residential and commercial/institutional properties that incorporate intentional wellness elements in their design, materials and building, as well as their amenities, services and/or programming.”

There is great potential to create healthier retail spaces wherein employees and customers thrive. So what makes a retail space ripe for wellness-centered improvements? And will the investments pay off?

Certifying Well-Being

Although you’ve probably heard of LEED, or Leadership in Energy and Environmental Design certification, there are newer accreditations in the wellness real estate space–WELL Certification (from the International WELL Building Institute, or IWBI) and Fitwel Certification (created by the U.S. Centers for Disease Control and Prevention and the U.S. General Services Administration).

Although all certifications focus on using healthy, sustainable construction practices and building operations, WELL and Fitwel focus more on the relationship between a building and its occupants’ health and wellness, while LEED focuses more on environmental impact and sustainability.

WELL, which is also available in the home building industry, takes a more comprehensive and stringent approach with rigorous requirements and an emphasis on indoor environmental quality that translates well to an entire shopping center; whereas, single or even a fleet of retail spaces may be better served by the Fitwel certification, which is an American standard known to be more flexible and less costly.

Each certification has its own unique focus and criteria, so choosing the most suitable one will depend on the specific goals and priorities of your retail project.

Critics of the WELL Building Standard and other wellness real estate certifications claim they represent an overhyped, high-cost way for companies to “tick boxes” for recognition, rather than a genuine commitment to creating healthier spaces. Regardless of whether a company or homebuilder meets all the criteria for the standard, proponents say the goal is to move the needle further, democratizing human-centered design.

“Our goal is not just to sell a bunch of certifications,” said IWBI CEO Rachel Hodgdon in an interview with Axios. “Our goal is … can we look back 15 years from now and say the average home is built differently because of the work that we did on this system, regardless of whether they have a WELL score or not.”

Healthy Buildings as Retail Strategy

Today’s values-based, wellness-minded consumers demand retailers to do more than preach their beliefs; they want to see retailers put it into action. And getting healthy-building certified is one way to show tenants and shoppers that you are doing more than just listening.

Take it from Tanger Factory Outlet Centers Inc., one of thousands of real estate companies executing a post-pandemic strategy to promote long-term wellness and safety. The company achieved the IWBI’s WELL Health-Safety Rating for its 36 North American shopping centers and its North Carolina-based corporate headquarters in early 2023.

The designation, “defines health leadership related to cleaning and sanitation, emergency preparedness, air and water quality and other facilities management criteria.” The goal: to ensure consumer and employee comfort and safety and “build confidence that our facilities are a safe place for communities to gather,” said Tanger EVP and COO Leslie Swanson in a statement.

IWBI says it is enrolling an average of nearly 4 million square feet of projects per day in WELL Certification initiatives, with active engagements with more than 20 percent of the Fortune 500, including retail destinations like Tanger outlets, the offices of corporate giants like Goldman Sachs, Accenture and EY, and iconic structures like the Empire State Building and Yankee Stadium.

ROI and Wellness Real Estate

Although we know that healthier buildings significantly improve worker satisfaction, wellness, and productivity, it can be trickier to quantify the financial benefits of certification for landlords—even when the value proposition of healthy buildings seems clear.
In a healthy building, a retailer is better positioned to survive the next pandemic while maximizing wellness for its staff and shoppers alike in the meantime. It’s also a way to differentiate your properties, remain competitive, and prepare for the future.

“Real estate owners are driving demand for healthy buildings as they seek to retain tenants and strengthen leasing activity in a time when the pandemic still casts a long shadow on occupancy,” said Wendy Feldman Block, executive managing director for the global real estate advisory firm Savills to triplepundit.com. Now, she says, many property owners and occupiers with portfolios are budgeting for certification. “Landlords know they have to talk about what they’re doing to protect health and safety. They have to be competitive.”

Wellness Real Estate Realized

A Chic Showroom
The Mohawk Group Showroom in New York City is LEED Gold and WELL Platinum certified and incorporates features like biophilic design elements, incorporating natural daylight throughout the building, stocking healthy food for employees and guests, enhancing acoustic comfort, ensuring better air quality indoors and incorporating a living wall. The “designer-focused high-performing, sustainable commercial flooring company” also offers employees complimentary off-site gym memberships.

A ‘Mega Lifestyle’ Retail Fleet
City’super became the world’s first supermarket to achieve WELL Certification at the Gold level in 2018, with an eye toward both marketing and wellness for shoppers and employees. “Our vision was not only to differentiate the store from the marketplace, but also to promote health and sustainability in the retail industry,” said President of City Super Group, Jiahua Wu. “To win the WELL award is a great achievement; we were dedicated to green living through seven dimensions: air, water, light, nutrition, fitness, comfort, and spirit.”
With healthy buildings a non-negotiable for the mega lifestyle retailer, they prove they mean business by offering a desirable experience for shoppers “who enjoy the finer things in life” at their stores in Hong Kong, Mainland China, and Taiwan.

A Cutting-Edge Mixed-Use Building
With all of the wellness real estate considerations as table stakes, a new retail and office building takes wellness real estate to the next level. A new addition to Atlanta’s Ponce City Market will open in early 2024 with Pottery Barn taking over an 18,000 square-foot space at the new 619 Ponce building. Once built, its developers expect it to be net-zero carbon ready, LEEDv4 Core & Shell certified and Fitwel certified.

The building, with 87,000 square feet of office space and 27,000 square feet of retail space, was designed as a mass timber structure to prioritize the use of human health by minimizing chemicals of concern and supports the local economy by sourcing materials, including timber, from within 100 miles where possible. Mass timber typically comes from Canada, Austria, or Germany, design-focused real estate investment and management firm Jamestown owns and sustainably manages more than 100,000 acres of U.S. timberlands it uses in construction.

According to Real Estate Weekly, the project is “a great example of how true architectural and structural design collaboration, along with engaging local timber suppliers, can lead to a highly creative and efficient mass timber design.”

Empowering Wellness, Inspiring Retail

In pursuit of a healthier tomorrow, WELL and FitWel have emerged as guiding lights for the retail industry, transforming spaces and redefining what it means to live and work in a human-centered space. By embracing the forward-thinking principles behind WELL and Fitwel concepts, retailers have a unique opportunity to create environments that prioritize the health and vitality of both employees and customers.

How can retailers capture—and keep—a shopper’s attention? Enter the micro experience. Read about it here >

The Modern Mall
The Modern Mall 1440 428 ASG

An Exciting New Chapter for the Modern Mall

The traditional mall, once a staple of American retail, has been undergoing a significant transformation in recent years. As consumer retail trends shift and evolve, retailers need to adapt to stay relevant in the changing landscape. While many analysts claim the mall will become a thing of the past, these retail centers can survive by embracing innovation, reinvention, and evolution.

From Shopping Centers to Experience Centers

Gone are the days when malls were simply places to buy clothing or electronics. Modern malls are becoming “experience centers” where consumers can immerse themselves in a wide array of activities beyond traditional retail. Mall operators and retailers alike are reimagining these spaces as dynamic destinations that offer a unique blend of shopping, dining, entertainment, and community experiences.

What’s driven this evolution? Well, Millennials and Gen Z report valuing experiences over possessions. Community gathering places are critical to these major demographics, who want places to connect, socialize, and make memories. As a result, modern malls are incorporating more experiential elements, such as entertainment venues, fitness centers co-working spaces, and community gathering areas, to provide a multi-dimensional experience that goes beyond shopping.

Consumers crave an interactive touch-and-feel shopping experience again. Many retailers have undergone major renovations, focusing on creating an upscale, hashtag-able, entertaining experience. While not every mall can have the full NYC Hudson Yards vibe, all retailers can create spaces for consumers to shop and play. A unique and memorable experience will drive traffic and, in turn, sales.

An Omnichannel Experience

While the pandemic had most consumers on a click-to-buy pattern, now that the world has reopened, consumers are ready to get out and shop again. But consumers are still in the buy-now mindset, expecting in-person retail to be just as quick and easy as e-commerce.

How are malls reacting to these new shopper expectations? Some malls are repurposing vacant retail spaces into fulfillment centers or last-mile delivery hubs, enabling retailers to meet the growing demand for online shopping and same-day deliveries. Other retailers are leveraging malls as showrooms or experience centers where customers can try out products before making online purchases. This allows them to showcase their brand and create an interactive shopping experience, while still capitalizing on the convenience and efficiency of online sales.

The integration of online and offline retail creates a seamless omnichannel experience for consumers, blurring the lines between physical and digital retail.

modern mall

Other Consumer Preferences Transforming Malls

Let’s take a closer look closely at some of the key consumer retail trends that are influencing the transformation of malls and explore the evolution we can expect to see.

  1. Experience-Driven Shopping: Unique and immersive experiences that go beyond traditional retail are driving younger generations to the mall. Modern malls are incorporating experiential elements, such as entertainment venues, interactive installations, and community events to create memorable and engaging experiences.
  2. Technology Integration: Consumers use tech in their everyday lives, and they expect retailers to use it to enhance their shopping experience. Expect to see more features like augmented reality (AR) and virtual reality (VR) experiences, digital signage, personalized/targeted marketing and specialized apps.
  3. Community-Centrism: Malls have an opportunity to position themselves as more than shopping destinations, but hubs for community engagement. Malls can make their mark on a community by hosting local events, supporting local businesses, and creating spaces for social gatherings, like rooftop gardens and event spaces. This trend is driven by the growing desire for authentic and localized experiences as consumers seek connections and a sense of belonging in their communities.
  4. Convenience: Consumers demand time-savings solutions and shopping experiences that cater to their busy lifestyles. And with the rise of e-commerce, they have come to expect it. Malls are adapting by incorporating services like curbside pickup, same-day delivery and streamlined returns.
  5. Sustainability: Consumers expect retailers to incorporate sustainable practices, such as recycling, green spaces and energy-efficient lighting (at the very least). This trend is driven by the growing importance of sustainability and social responsibility in consumer purchasing decisions.

A Dynamic Destination

The modern mall is undergoing a remarkable transformation to meet the changing needs and high expectations of today’s consumers. We are excited to be at the forefront, watching how retailers and mall owners embrace innovation, creativity, and technology to reinvent the mall experience. From immersive and experiential offerings to convenient and sustainable practices, the modern mall is poised to become a dynamic and engaging destination that goes beyond traditional retail.

Redefining Bucket List Travel
Redefining Bucket List Travel 1440 428 ASG

From the bustling streets of Tokyo to the serene beaches of Bali, travelers are seeking out experiences that elevate their senses and ignite their curiosity. Travel is no longer just a journey; it’s an opportunity to explore one’s inner self, connect with the world, and make unforgettable memories along the way.

As the world becomes more connected, the urge to explore and discover new horizons has become an inherent part of the human experience. Interest in seeing new places has evolved to an artful pursuit of self-discovery and inspiration. With a world of possibilities at their fingertips, travelers are increasingly seeking out authentic and unique experiences that align with their passions and help them create cherished memories that will last a lifetime. For many, it’s become less about just getting away and more about bucket list travel experiences every time they leave their city.

Our team recently conducted extensive research on the state of travel today and how we expect it to impact the retail industry. Let’s dive into some of the themes we spotted, along with some opportunities for retailers.

bucket list

Taking The Scenic Route

Opportunity for Retailers: Cater to the road trip crowd. Whether it’s road food, designer car organizers, or tech to improve the ride for drivers and passengers, opportunities to make the journey more pleasant abound.

The COVID-19 pandemic has changed the way we travel, with many people opting for road trips over air travel due to safety concerns and travel restrictions. As restrictions eased, travel came back with a vengeance in 2022, but that didn’t mean travelers solely returned to the air. In fact, a 2022 survey from The Vacationer found that nearly 80% of U.S. adults planned to take a road trip that summer. “Travel was closed due to COVID, and people don’t want to forfeit those experiences now,” said Mindi Trank, VP Strategy, Chute Gerdeman and ASG.

Even with the pandemic emergency behind us, there has been a growing number of travelers choosing to hit the road and take the scenic route, rather than flying, to their destination. Driving vacations offer a level of flexibility and freedom that air travel simply can’t match. With a car, travelers can stop whenever and wherever they want, take detours to explore off-the-beaten-path destinations, and truly immerse themselves in the landscapes and cultures they are passing through. Plus, there’s something about the open road that just feels liberating and adventurous.

“Travelers are driven by the idea of controlling their time and where they are going,” Trank said. “With auto travel, travelers have control over where they are going, and the stops along the journey have become more important than ever. People are making more opportunities for something special to happen.”

From cruising along coastal highways to winding through mountain passes, the scenery and terrain of a road trip can be just as exciting and awe-inspiring as the destination itself.

With the rise of electric and hybrid vehicles, road trips are becoming more sustainable and eco-friendly than ever before. With electric car charging stations popping up along major highways and eco-friendly accommodations catering to road-trippers, driving vacations are increasingly seen as a responsible and low-impact way to explore the world.

Checking off the Bucket List, One Trip at a Time

Opportunity for Retailers: Create opportunities for “meaningful” travel experiences and target the younger generations who want to make memories.

A Stanford Medicine research project asked participants to share what is on their bucket lists, a list of experiences, accomplishments, or goals that a person wants to achieve or fulfill before they die (also referred to as “kicking the bucket”). The top response? The desire to travel, with nearly 79% of participants stating they hoped to explore new places.

At root for many of these bucket list travels the quest for meaningful experiences. A poll conducted by Bucket List Travels, a travel inspiration website, found that participants fear the greatest regret at the end of their lives will be that they didn’t explore enough of the world.

More than half of those polled said they wanted to see at least five additional countries and are currently working on checking off their travel bucket list. These numbers were particularly high among single travelers and those in younger age groups who want to make memories, according to the survey.

“People are looking at their lives and deciding how they want to focus, and then they find where that could lead them,” Trank says.

bucket list

Exploring Before Natural Wonders are Gone

Opportunity for Retailers:  The eco-tourism bus has already left the station. But if you are not yet in the business, unfortunately for the planet, new opportunities for helping consumers explore endangered natural wonders are certain to continue to arise.

As concerns about climate change and other environmental issues continue to mount, more and more people are starting to travel to see places or things that may not be there down the road.

From melting glaciers and disappearing coral reefs to endangered animal species and landscapes threatened by rising sea levels, there are a growing number of natural wonders that are at risk of being lost forever.

The World Wildlife Fund (WWF) has found that some of the most iconic tourist destinations, including the Amazon rainforest, the Great Barrier Reef and the Galapagos Islands, are at high risk of being severely impacted by climate change in the coming decades.

This has led many travelers to prioritize destinations and experiences that may not be available when they finally get around to scheduling a trip.

“Climate tourism is starting to explode. It stems from that feeling that maybe I want to see the Great Salt Lake before it’s gone,” Trank said. “Along with travelers checking things off their bucket lists, we are getting a sense with COVID that we may not have all the time in the world. It brought to the forefront for us that every vacation has to count.”

While many travelers are seeking opportunities to explore these threatened landscapes, they are also learning about ways to help protect them.

“Even with small trips, more are carefully considering where they are going and becoming more conscious about the footprint they are leaving behind,” Trank said.

In fact, according to Booking.com’s 2022 Sustainable Travel report, nearly 66% of travelers want to have experiences that reflect local culture, 59% want to leave the places they visit better than when they first arrived, and nearly 50% said climate change news is influencing them to make more sustainable travel decisions.

These decisions may include choosing to stay in eco-lodges and supporting locally-owned businesses to using public transportation and reducing plastic waste. This shift toward sustainable tourism is not only good for the environment, but it can also benefit local communities and provide travelers with a more authentic and immersive experience.

Sit Back and Relax with Hassle-Free Organized Travel

Opportunities for Retailers: Savvy retailers will partner with organized travel companies to provide products for wellness, travel or leisure.

With the rise of organized travel, planning a dream getaway has never been more convenient or stress-free. In recent years, organized travel has become increasingly popular among vacationers seeking a hassle-free and enjoyable trip–even before the travel begins.

Theme-based tours, travel companies, and other forms of organized travel have made it easier than ever to plan and book a memorable vacation by taking care of all the details–from transportation and accommodations to activities and dining.

REI is one of several companies that has jumped into the travel planning business with its co-op adventure travel program that allows outdoor enthusiasts to explore some of the world’s most stunning landscapes. As a cooperative, REI is owned by its members, who are also its customers. This unique business model allows REI to offer travel options like hiking and backpacking trips, all led by experienced and knowledgeable guides.

“This is a retailer that has really jumped in with both feet,” Trank said. “They offer trips in so many ways. For example, REI may help a single traveler plan a hiking trip by recommending the right gear and offering a Saturday hiking training class to get in shape for the trip. On the trip, she can carry her daypack and REI sets up the rest. There are also other classes where people can plan them with their spouses or friends.”

Another popular immersion travel trip that is planned for the traveler and goes beyond traditional sightseeing is culinary tourism. One person’s trip may include sampling local foods, learning about traditional cooking techniques and taking pre-arranged cooking classes. Other types of trips where every detail is well thought-out before departure are wildlife safaris and wellness get-aways.

Bucket List Travel

Going Back in Time with Heritage Travel

Opportunities for Retailers: By catering to this very personal niche, retailers can earn brand loyalty. Products that help document the journey, both physically and emotionally, will see demand. Personalized services in this area will continue to expand.

In recent years, there has been a significant resurgence of interest in heritage and culture among travelers. With the rise of DNA websites like 23andMe, more and more people are gaining insights into their ancestry and feeling a deeper connection to their roots. As a result, many travelers are now seeking out destinations that have personal significance to them and exploring their heritage in a more meaningful way.

A Global Wellness Institute study found that by this past year, heritage travel, which includes cultural and ancestral tourism, was expected to grow to $919 billion.

One way that travelers are engaging with their heritage is by visiting the places where their ancestors are from. Whether it’s tracing their family tree in Europe, exploring the villages of their forebears in Africa, or connecting with their Native American heritage in the Americas, travelers are seeking out experiences that help them better understand their cultural and historical roots.

By learning more about their heritage and culture, travelers are able to gain a deeper appreciation for their own identity and a greater understanding of the world around them.

Armchair Travel: Seeing the World without Leaving Your Home

Opportunities for Retailers: Not everyone is able to travel to the Eiffel Tower or the Great Wall of China. Find ways to bring the travel experience to consumers at home or closer to home.

While group tours are still popular among the aging population, the business model has changed to include what’s known as “armchair travel,” a term used to describe the experience of exploring the world without ever leaving the comfort of your home.

Armchair travel can take many forms, from reading travel books and watching travel documentaries to playing virtual reality games or taking virtual tours of famous landmarks and attractions.

“Older adults are staying closer to home, taking online classes and learning about new places,” Trank said. “Travel companies have shifted their models, making it easier to pay $300 for an online class that gives you the sense of going everywhere.”

This is one of the biggest advantages of armchair travel; it allows you to explore places that may be difficult or even impossible to visit in person. For example, you can visit the Pyramids of Giza in Egypt, the Great Wall of China or the Taj Mahal in India without ever leaving your living room. You can also explore the remote wilderness of Antarctica, the depths of the Amazon rainforest, or the vast expanses of the Sahara Desert without having to worry about safety or logistical challenges.

The State of Travel

Travel has had a major moment since COVID restrictions have lifted and people are ready to mingle and see the world. Having lived through a global pandemic, many Americans have a renewed desire to understand and explore new places and cultures. While our attitudes and priorities when it comes to travel has shifted, retailers have a massive opportunity to reach new audiences by finding where they could add value to travelers’ experiences.

Future Pharmacy

Future of Pharmacy: The Why & How of the Next Evolution
Future of Pharmacy: The Why & How of the Next Evolution 1440 428 ASG

It’s time to rethink the traditional pharmacy, from its purpose to its experience.

This wouldn’t be the first evolution. You would be hard-pressed to find a pharmacy with a soda fountain today like you could in the ’50s, and just a few short years ago, leading pharmacy brands like CVS decided it was finally time to stop selling tobacco. Why? Because the meaning of health has evolved and continues to evolve, it’s time for the pharmacy to change again along with it. The future of pharmacy is fueled by a set of needs, some new, some that have been slowly burning in the minds of consumers and healthcare professionals, but all important.

The timing couldn’t be more appropriate, as many pharmacies struggle with declining reimbursements, poor medication adherence, increasing online competition, and demands from health-conscious individuals looking to do more than treat symptoms.

A more complex definition of health means that for pharmacies to be the face of neighborhood healthcare, they’ll need to reimagine their role and the experience they provide.

Mental Health Crisis: A Second Pandemic

The Covid-19 pandemic changed lives dramatically. Health issues, economic hardships, fear, and stress ensued, and it quickly became obvious that the virus wasn’t the only health concern many were grappling with as they navigated uncertain times.

Mental health professionals began posing the possibility that a second pandemic was underway—one that would expose the lack of resources available for people struggling with their mental health.

In 2021, CVS Health launched in-store counseling, which opened in locations where consumers were unable to access and afford private therapy. Resembling traditional doctor’s offices, therapists’ private offices are located inside CVS Minute Clinics, providing reassurance that patients are receiving high-quality care.

Other pharmacies like Rite Aid and Walmart began offering affordable mental health support options as well, including counseling services with licensed behavioral health clinicians to help patients cope with anxiety, stress, and depression.

Nearly 90% of all U.S. residents live within 5 miles of a pharmacy, according to the Journal of the American Pharmacists Association. By offering critical mental health services, more pharmacies can close significant gaps in care left in the pandemic’s wake.

Consumers Want a Holistic Experience

The wellness economy is worth nearly $450 billion in the United States alone and is growing more than 5% each year. At the same time, the U.S. pharmacy market is projected to grow to more than $861 billion by 2028. There are remarkable opportunities for pharmacies to expand their services as more shoppers are seeking holistic experiences that offer well-being strategies.

According to global mall group Westfield, 78% of shoppers want in-store health experiences. That’s up 20% from 2019. Rather than simply a place to fill prescriptions, evolving pharmacies need to create clinics that offer holistic services within their retail locations.

Walk into The Organic Pharmacy’s sleek U.K. store, and you’ll find a concept that embodies some of the latest trends in holistic wellness, from skincare to bioenergetic scans. Enter one of the retailer’s consultation pods to learn more about how these three-minute scans can detect health conditions like infections, vitamin deficiencies, hormone imbalances, or food intolerances—then shop for your specific needs.

Pharmacy As a Nutritional Space

Pharmacies are a highly competitive business. Surviving generation after generation has meant evolving to meet customers’ needs and refocusing their brands to better reflect what customers want.

Today, it’s still common to walk into nearly any pharmacy and see aisles upon aisles of candy, salty snacks, and sugary drinks. Yet future pharmacies will no longer claim to be focused on health while creating an environment that encourages unhealthy choices. By taking it a step further and offering consultations on vitamins and wellness products, pharmacies can be the new one-stop shop for wellness.

Coastal Pharmacy & Wellness, an independent pharmacy in Portland, Maine, does much more than fill prescriptions—it stocks nutritional products from more than 150 vendors. Five wellness specialists research and select vitamins and supplements for customers, many of whom only visit the pharmacy destination for its wellness expertise.

Modern consumers are paying more attention to their diets than ever. Nielsen reports that 60% of Americans use diet to manage their chronic health conditions. With an estimated 133 million Americans suffering from at least one chronic illness, there is value in bringing nutritional intelligence into the pharmacy.

Several major pharmacy brands like CVS have recalibrated their food focus by expanding their healthy food and snack options. Yet still, only 25% of checkout space at the national retailer is now occupied by healthy items rather than sweets. Is it enough that you can now access healthy whole foods at some local convenient stores?

At Belgian pharmacy Van Dijck, customers can enjoy a refreshment station that offers fresh fruit-infused water, while Harpell Pharmacies in New York City offer cold-pressed juices that arrive at customers’ doorsteps for at-home cleanses.

An Aesthetic Facelift: From Cold to Inviting

It’s a classic look: Draining fluorescent lights, white epoxy floors, rows of products, and a fixed pharmacy window often in the back (so you must walk through rows of products to reach your destination). It’s the typical not-so-appealing look of today’s pharmacies, and it quite honestly feels like the place to be sick, not the place to get and stay healthy.

Yet some fresh-on-the-scene brands see brick-and-mortar as a blank slate—an opportunity to create a calm and relaxing setting that considers omnichannel retail. A 1,900-square-foot space in Brooklyn is one of the latest examples of pharmacies challenging the usual uninviting aesthetic. U.S. prescription app Medly opened its first brick-and-mortar store with the goal of enticing customers to a relaxing setting where calm aqua-blue interiors and minimalist display shelving set an inviting tone.

A pharmacy’s appearance matters more than many think. A study published by the Royal Society of Public Health in England found that the “architecture of pharmacies,” or how pharmacy spaces are designed, can impact how users participate in community-based pharmacy health services.

The study concluded that for pharmacies to optimize how pharmacy health services are delivered and experienced, spaces should be engaging and inclusive.

Those findings aren’t necessarily unique to pharmacies versus other healthcare settings. Researchers who have examined the impact of salutogenic architecture, or how an environment supports the healing process, have found that space design can improve health outcomes. For example, one study found that lighting, sounds, and the comfort of seating areas can all impact a patient’s mental well-being.

A pharmacy’s environment reflects the type of relationship it hopes to foster with patients. The appearance reinforces a consistent state of mind that a pharmacy is projecting, which then fosters brand loyalty. A customer’s experience will almost always answer the question: Which pharmacy are you more likely to go back to time and time again?

Pharmacy Digital Transformation

While more patients have embraced online pharmacies (there are currently more than 30,000 active online pharmacies), brick-and-mortar shops have also benefited by embracing digital tools.

A research study found that the number of online pharmacy users is expected to reach 1 billion across the globe by 2027. While experts point to the pandemic as the leading cause for the growth of e-pharmacies, the pandemic also showed the need for brick-and-mortar locations to improve services.

Many have turned to digital tools to help them reach more customers and improve workplace efficiencies. By leveraging new technologies, pharmacies have incorporated solutions like online shopping and delivery, secure messaging, e-commerce storefronts, and remote consultations.

Especially among the elderly population, remote consultations offer a viable option for those who have mobility issues. They can be an important tool for healthcare systems as a whole as well. In Minnesota, Fairview Health Services offers 24-hour remote pharmacy services to hospital pharmacy programs. When on-staff hospital pharmacists go home, Fairview Health Services steps in and offers patients, physicians, and nurses access to a pharmacist.

The program benefits all parties involved. Pharmacies can develop long-lasting relationships with healthcare systems. Hospitals can save costs on pharmacy staffing and reduce preventable medication errors. Patients can receive timely care and a better patient experience.

Digital transformations have also allowed pharmacists to connect with more patients. That’s important, considering pharmacists are often the first point of contact for patients. The National Institutes of Health reports that pharmacists see patients an average of up to 10 times more per year than they see their primary care physicians.

One digital tool that has become popular in underserved communities is telepharmacy. Telepharmacies operate like traditional pharmacies, except that a pharmacist reviews prescriptions and counsels patients from a remote location using cloud-based software. This technology has allowed pharmacists to expand their reach while providing high-quality healthcare.

While a digital boom has transformed the pharmacy industry by opening the door to more accessible care, brick-and-mortar pharmacies have continued to serve as the front door to care. It’s likely that we see both thrive and coexist.

Changing the Rules and Building Healthier Lives

“If you can’t win the game, change the rules.”

As the pharmacy industry continues to evolve and faces new challenges, both small, independent apothecaries and large pharmacy brands must buy into and support a larger view of health and position themselves as experts on health-related matters, as well as customer service.

Building patient loyalty isn’t about solely creating a place where customers go to pick up their medications. It’s about making a commitment and building relationships to help patients lead healthier lives.

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