This week’s opinion piece comes from Rory Fegan, Brand Strategy Director at Pearlfisher. As consumers continue to favor digital over retail, Rory shares his thoughts on how retailers can redefine their approach to keep up with changing consumer shopping patterns.

As FMCG retail seems to be going the way of retail elsewhere, favoring digital purchase over physical interaction, what is the future role of design? We believe that brands need to further redefine their approach to match consumer motivation and embrace a more distinct split – and distinct design approach – between online and offline purchases.

It is looking increasingly likely that online will become the dominant retail force.