In today’s retail landscape, brands are navigating a complex balance between the allure of high-street stores and the reach of digital channels. As the dynamics between online convenience and in-person experience evolve, brands must find ways to merge these worlds strategically. We spoke with Supriya Mundra, a seasoned expert in retail and consumer strategy, whose global perspective offers a nuanced look at this balancing act.
Here, she shares her insights on the future of physical retail, the importance of data-driven personalisation, and the role of cultural relevance in brand strategy.
For Supriya, physical stores are more than just points of sale—they are strategic assets in a brand’s toolkit. “As much as digital is critical for convenience, high-street stores remain unmatched in creating memorable, tactile experiences that online can’t replicate,” she explains. “The real challenge is how to make these spaces feel connected to the digital journey, giving customers an experience that’s both cohesive and unique.”
Supriya views these stores as an extension of a brand’s identity, allowing consumers to engage on a sensory level. “Consumers may go online to research, but many still prefer to engage with products in person before making a purchase. Strategically, it’s about creating in-store experiences that enhance what customers see online, making physical visits feel like an essential part of the brand relationship.”
To Supriya, localisation is key to the high-street strategy, especially as retailers look to create personal connections. “It’s not necessary for every store to be a massive flagship. In fact, smaller, strategically placed stores that reflect local culture are having a stronger impact,” she observes.
This approach allows brands to resonate more deeply with their communities, building loyalty through locally tailored offerings and experiences. “When stores reflect the local identity, consumers feel more connected. It could be in the store design, the product selection, or even hosting community events. These details show a brand’s understanding of its audience, which can be far more powerful than a generic high-street presence.”
Data plays a significant role in Supriya’s strategy for personalisation, both online and in-store. “Data has revolutionised how we understand customer needs,” she shares. “The ability to use online data to inform in-store experiences allows retailers to tailor interactions in ways that feel relevant and personalised.”
Supriya sees data integration as the next step in connecting digital and physical retail. “Imagine if the preferences a customer shows online translate into the recommendations they receive when visiting a store. This is where retail is heading, using data to bridge the gap and provide a truly personalised experience.”
Supriya believes brands must also consider cultural relevance as they navigate this high-street and digital balance, especially in diverse markets. “Consumers are looking for brands that understand and respect cultural traditions, particularly around significant celebrations,” she notes. “But they also want the convenience of modern retail options.”
For Supriya, blending tradition with innovation is essential. “Retailers who honour cultural values and incorporate them into the shopping experience—whether online or in-store—can build stronger, more loyal relationships. It’s about showing respect for what matters to your consumers while keeping the shopping journey as convenient as possible.”
Looking ahead, Supriya is optimistic about how brands can strategically integrate online and high-street experiences. “The goal isn’t to replace one with the other,” she says. “Rather, it’s about making each channel serve a unique purpose that supports the other. Digital is for convenience, discovery, and research, while the high street is for deeper engagement.”
With over 20 years of experience in consumer-facing industries, Supriya Mundra has developed expertise in corporate strategy, growth and expansion strategies, and business planning. Her career includes leadership in both industry and consulting, with a focus on operationalising strategies, driving top-line growth, and supporting new market entry. Known for her ability to blend strategic vision with practical execution, Supriya continues to shape how brands navigate the complexities of today’s retail landscape.
Ed Cookis a Principal Consultant at The Consultancy Group, specialising in the recruitment of Strategy professionals across Corporate Strategy, GTM, Pricing, Sales, and Marketing Strategy. He has successfully delivered on senior mandates for FTSE 100 organisations and PE-backed start-ups, managing high-profile projects across the UK, Europe, and Asia.
