The Role of Stores and Restaurants is Evolving to Meet New Consumer Expectations for a Theatrical Experience, According to New Cambridge Retail Advisors White Paper


“Flipping the Script – Transforming the Store to a Stage” White Paper Includes Insights and Strategies for Retailers and Restaurateurs to Adapt to Consumers’ Expectations for Entertaining Shopping and Dining Experiences

Boston, MA – June 16, 2020 – Despite a disastrous start to the new decade, the physical store will endure. Data shows that an overwhelming number of consumers prefer to shop more frequently at brick-and-mortar than online stores and dine in restaurants than order take-out or delivery. However, in a post-pandemic world, the new expectations and shopping behaviors of consumers will push operators to adopt creative new strategies to combat consumer fears and address their new expectations. The new Cambridge Retail Advisors (CRA) white paper, Flipping the Script – Transforming the Store to a Stage, provides insights and strategies for retailers and restaurateurs to adapt to consumers’ expectations for entertaining shopping and dining experiences.

“For today’s new generation of consumers to make the conscious choice to visit a brick-and-mortar store or restaurant, they expect retail theater with experiences worthy of an Instagram post. Customers want theatrical experiences, as they seek a production, not a product,” said Marty Whitmore, managing partner at Cambridge Retail Advisors. “Post COVID-19, at least initially, many consumers will be reluctant to shop in crowded stores or dine in jam-packed restaurants. Businesses will need to find creative ways to inspire consumers to visit their stores and restaurants.”

“The supply chain disruptions caused by the COVID-19 pandemic heightens the awareness to the critical need for a resilient supply chain,” said Hunter Harris, managing partner at Cambridge Retail Advisors. “While the impact of COVID-19 has been massive, there are many other global supply chain disruptors that can have equally damaging effects, including natural disasters, political uncertainty and trade tensions between major trading partners. Retail and restaurant companies that haven’t already adopted an agile approach to supply chains are now focused on being better prepared for future disruptions.”

The Flipping the Script – Transforming the Store to a Stage white paper outlines the ways consumer expectations will now require retailers to:

  • Offer compelling reasons to return to brick-and-mortar stores
  • Provide convenient, safe and contactless transactions
  • Ensure continuity of product supply
  • Leverage emergent technologies

To download the complete Flipping the Script – Transforming the Store to a Stage white paper, visit:

About Cambridge Retail Advisors

Cambridge Retail Advisors (CRA) is an innovative and independent retail store and restaurant consulting firm dedicated to providing superior service and enduring value to our clients. CRA combines its consultants’ deep retail store and restaurant business knowledge and cross-functional capabilities to deliver and implement client specific strategy, technology, and process solutions. The firm’s unique combination of industry focus, knowledge-based approach, and rapid, end-to-end solution deployment helps clients to achieve their maximum business potential. CRA’s consulting services include:

Strategy                                                Business Intelligence               Business Process Optimization  

Point of Sale (POS)                              Mobile POS                               Store Systems and Operations

Payment Security                                  CRM                                         Customer Experience & Engagement 

Order Management                              E-Commerce                            Merchandise Management

Unified Commerce                                Supply Chain                            Micro-fulfillment

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