On Tuesday 23 March, the work of the sixteen participating companies in round two of the eXpression Future Retail Lab accelerator programme was completed. The programme has brought new knowledge, new digital tools and helped to explore issues related to the sustainable retail, hospitality and experience industries of the future. Over nine months, participating companies have had the opportunity to deepen their knowledge in areas ranging from business model analysis, market intelligence, branding, communication strategies, social media, consumer behaviour, to sales, logistics, internationalisation and leadership issues. During the 11th and final meeting, companies presented new and updated business plans and shared their future goals and visions.

Companies were also given the opportunity to reflect on the importance of the accelerator programme through a digital evaluation. Strengths highlighted included new knowledge, increased growth, broadened networks, new and developed business models, developed strategic sustainability work and new skills in communication and brand building. In addition, a number of new collaborations with companies within and outside the group of participants had been initiated. All of this combined, participants expressed, has been particularly valuable during the turbulence of the corona pandemic.

The Corona pandemic meant that the whole programme was changed, including more sessions delivered digitally, the need for new skills became clear while these skills needed to be translated and tested immediately into action. Such exploratory and rapid business development has been instructive, intensive and successful and we see several examples of companies that have really accelerated their development - in the midst of the pandemic! But change has not been easy, new demands have been placed on all involved. For example, how new knowledge can be transferred digitally, harnessed and tested, as well as how business development processes can be digitised. Annakarin Nyberg, Programme Manager Future Retail Lab.

The evaluation also showed that the accelerator programme has created the conditions for participating companies to add structure and to work more strategically and goal-oriented. In addition, companies expressed the value of working with the combination of industry experts, researchers and other participating companies. With the support of this combined expertise and experience, participants have created the conditions to verify their operations, working methods and strategies. This, according to the participants, has brought value in the form of increased self-confidence, energy and faith in the future. Below is a selection of feedback from participating companies:

I recommend everyone to take the chance and apply to FRL. It is not only a business accelerator but also developing for you as a person.

I have learned to look at my business with different eyes. Learned the importance of structure, planning and saw opportunities that I didn't know existed.

I have set new goals and gained the energy to try new approaches that have increased the company's turnover.

I have gained a deeper understanding of the "path" I want to take with the company. Taken a clearer leadership role.

The participating companies will be offered further business development at the eXpression Future Retail Lab and a physical meeting for the companies is planned as soon as it is possible to implement. The third programme round of the Future Retail Lab covers a catchment area from Örnsköldsvik in the south to Luleå in the north, including the surrounding municipalities.

eXpression Future Retail Lab is an initiative together with the Swedish Commerce Federation via the Foundation for the Prohibition of Merchants, Umeå Municipality and is part-financed by EU structural funds.