Retailtainment and 360º digitalization, key trends in post-COVID 19 retail



“Retos para Retailers: Nuevos escenarios, nuevos consumidores, ¿nuevas tiendas?” (Challenges for retailers: new scenarios, new consumers, new stores?) is the title of the webinar the School of Tourism and Hospitality Management Sant Ignasi (URL) organized for Andorran retailers together with consulting firm Tal3ntia. It will be followed by a joint online course starting in September.

Miriam Díez, a doctor in Psychology, People Development and Retail, explained that retail was already undergoing a significant change before COVID 19: “the pandemic has sped up the perception of a need to change business models with customer experiences, stores seen as theatre sets, segmentation and pricing.” This crisis has shown that “in the current circumstances we need to be digital experts, not just users.”


Díez also discussed “the positive, individualized, emotional experience (entertainment, surprise), the human touch, appointments and authentic stores; the coherence of all the different elements.” These are essential aspects that consumers will value in the middle term.

María Callís (Phigital Retail: Strategic & Design) agreed with Díez: the 21st-century business model involves retailtainment accelerated by the development of both technology and gaming.

Beyond challenges like the economic recession and uncertainty, Callís noted four themes that impact customer behaviour: “dispersion, misinformation and depersonalization, stress and lack of commitment, and activism.”

Callís also noted some trends in the business model regarding the consumer: traceability of products, loyalty strategies, getting customers involved in the business through the generation of communities, and surprising customers with experiences through revitalization and recreational commerce.

Personalization and standing out


Putting value before brand, rapid delivery and the digitalization of SMEs were trends noted by Laia Ferrer, a Tal3ntia consultant, marketing specialist and executive coach. She also discussed the evolution of product placement in digital content like podcasts or short videos.

With the current challenges to retail, Ferrer believes we need to focus on providing value, standing out, and offering personalized services. To do so, “we need to know our clients’ individual needs. We need to use business intelligence to get a global idea and use segmentation for our inbound marketing campaign.”

In brick-and-mortar stores, this expert believes that the key is the skills of the person representing the brand. In other words, “a calling towards service and helping customers, empathetic listening, using questions as a tool, communication and assertiveness.”

Together with Tal3ntia, the School of Tourism and Hospitality Management has launched a series of activities with the Andorran market to provide quality training for Andorra’s tourism, hotel and retail professionals. This began in May with a Webinar on Revenue Management.

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