On 10 November, new restrictions from the Public Health Agency given the current Corona pandemic. For many retailers, this means an even smaller flow of visitors and customers. This when most under normal circumstances begins the Christmas sales on which it depends. 

Online shopping is becoming increasingly important, but for stores that don't have fully developed digital channels, creativity is invaluable. We see examples involving in-store appointment booking before regular opening hours, pre-packaged goods promoted on social media and picked up during times with less flow of people. Home delivery and shopping over facetime. Beauty salons offering private rooms for treatments or home visits. Red or green signs outside shops telling shoppers if they are far enough apart, all to make them feel safe. The list of creative ideas could go on and on, and for many operators, these days are all about survival. 

Now is the time for us as citizens to take responsibility. Obviously by keeping our distance, washing our hands, staying at home if we are sick, but also by supporting our local traders. There will be a post-Corona era and I believe that most people in our society will still want to be able to visit their local shops," says Annakarin Nyberg, eXpression Future Retail Lab programme manager. 

The eXpression Future Retail Lab is an accelerator programme in which 16 participating companies are currently undergoing a programme that examines issues related to the sustainable retail, hospitality and experience industries of the future. The topics range from customer and consumer behaviour to new digital tools, environmental analysis and sourcing and logistics. The group of 16 actors from the Umeå region meet for workshops on 10 occasions over a nine-month period and are given the opportunity to develop their business through new business models and new forms of collaboration. 

Already after a few months together we see how the group of participating companies develops. They take help from us industry experts and business developers but also from each other and we see new collaborations taking shape. One such example is Gårdshem, which together with Eljest has opened a pop-up in the MVG gallery in Umeå. The need for new knowledge, business development support, thoughtful and creative ideas combined with strength and that we in the city join forces is necessary right now, says Annakarin Nyberg, programme manager eXpression Fututre Retail Lab.  

eXpression Fututre Retail Lab is an initiative via the Swedish Retail Foundation, the Umeå Municipality and is part-financed via EU structural funds.