{"id":24426,"date":"2020-06-04T08:40:33","date_gmt":"2020-06-04T08:40:33","guid":{"rendered":"https:\/\/www.thestorefront.com\/mag\/?p=24426"},"modified":"2021-01-28T22:23:55","modified_gmt":"2021-01-28T22:23:55","slug":"physical-retail-post-covid-19","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/physical-retail-post-covid-19\/","title":{"rendered":"Will physical retail have a role to play in a post-Covid world?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/physical-retail-post-covid-19\/#Whats_changed\" title=\"What\u2019s changed?\u00a0\">What\u2019s changed?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/physical-retail-post-covid-19\/#What_does_physical_retail_bring_to_the_party\" title=\"What does physical retail bring to the party?\">What does physical retail bring to the party?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/physical-retail-post-covid-19\/#What_will_physical_retail_look_like_in_a_post-covid_world\" title=\"What will physical retail look like in a post-covid world?\">What will physical retail look like in a post-covid world?<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>The Covid-19 global crisis has had a significant impact on many aspects of our lives. The way we shop is no exception. But what does the impact of the pandemic mean for the future of physical retail?&nbsp;<\/p>\n\n\n\n<p><figure id=\"attachment_24433\" aria-describedby=\"caption-attachment-24433\" style=\"width: 300px\" class=\"wp-caption alignright\"><img decoding=\"async\" class=\"size-medium wp-image-24433\" src=\"https:\/\/blog-content.thestorefront.com\/mag\/wp-content\/uploads\/2020\/06\/29286520_beautiful-woman-shopping-online-1-300x200.jpg\" alt=\"Ecommerce\" width=\"300\" height=\"200\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/06\/29286520_beautiful-woman-shopping-online-1-300x200.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/06\/29286520_beautiful-woman-shopping-online-1-272x182.jpg 272w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/06\/29286520_beautiful-woman-shopping-online-1.jpg 600w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-24433\" class=\"wp-caption-text\"><strong>Ecommerce flourished while people were stuck in their homes<\/strong><\/figcaption><\/figure>\n<p>With local regulations restricting our movements at the peak of the crisis (and in many countries, keeping us in our homes), the way we shopped changed drastically. High streets and malls closed and ecommerce experienced a significant uplift. Now that lockdown is easing across the globe, it begs the question &#8211; <strong>does physical retail still have a role to play, and if so, what will be different?<\/strong>&nbsp;<\/p><\/p>\n\n\n\n<p>The short answer is yes. Physical retail will continue to play a significant role in the consumer and brand relationship. Their nature may change somewhat, but our high streets are not going anywhere and brands should continue to look at physical retail as a powerful opportunity. What\u2019s interesting to consider is which consumer habits will endure in a post-Covid world and which will revert.<\/p>\n\n\n\n<p>In this article we\u2019ll take a look at what\u2019s changed, what it means for physical retail and how brands can adapt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Whats_changed\"><\/span><strong>What\u2019s changed?\u00a0<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>It\u2019s no secret that the past few months have seen a significant boom for ecommerce. As consultancy group McKinsey <a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/reimagining-stores-for-retails-next-normal\">points out<\/a>, retail will probably see a permanent increase in online shopping even in categories that in the past were primarily store-based. This will be partly due to customers that previously preferred to shop offline, such as baby boomers and Gen Z, becoming more comfortable with online shopping. Especially for \u2018routine\u2019 retail like groceries. Once they\u2019ve done it once or twice it\u2019ll become routine.&nbsp;<\/p>\n\n\n\n<p>According to Forbes, these new consumer habits are likely to persist with a predicted 20 percent annual ecommerce growth across retail as a whole, compared to pre-Covid 15 percent.&nbsp;<\/p>\n\n\n\n<p>This shouldn\u2019t, in reality, be a huge surprise. This was a trend we were already seeing. The past few months may have simply accelerated that trajectory but physical retail still has a critical part to play. This is because while ecommerce may have benefited from being&nbsp;<\/p>\n\n\n\n<p>However. While ecommerce performance may have benefited from being a fast and convenient option over the past few months, it cannot rival the in-store experience.<\/p>\n\n\n\n<p><p><img decoding=\"async\" class=\" wp-image-24437 aligncenter\" src=\"https:\/\/blog-content.thestorefront.com\/mag\/wp-content\/uploads\/2020\/06\/23067398_customer-experience-300x150.jpg\" alt=\"Customer experience\" width=\"374\" height=\"187\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/06\/23067398_customer-experience-300x150.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/06\/23067398_customer-experience.jpg 600w\" sizes=\"(max-width: 374px) 100vw, 374px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_does_physical_retail_bring_to_the_party\"><\/span><strong>What does physical retail bring to the party?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2><\/p>\n\n\n\n<p>Ecommerce is great. Who doesn\u2019t like being able to do all their boring \u2018routine\u2019 shopping from the comfort of their own home? It\u2019s easier, quicker and sometimes cheaper. But before we get carried away we have to remember that this is not a one-size-fits-all situation.<\/p>\n\n\n\n<p>Everything these days comes down to experience. Name the industry and you will find that on some level the key differentiator is experience. In retail it\u2019s no different. Improvements to ecommerce capability generally focus on increasing efficiency and reducing friction. This efficiency comes at the expense of experience and <strong>experience<\/strong> is the key.<\/p>\n\n\n\n<div class=\"wp-block-qubely-row qubely-section qubely-block-f34820\"><div class=\"qubely-row-overlay\"><\/div><div class=\"qubely-container\"><div class=\"qubely-row \">\n<div class=\"wp-block-qubely-column qubely-column qubely-column-front qubely-block-78762a\"><div class=\"qubely-column-inner\">\n\t\t<!--HubSpot Call-to-Action Code -->\n\t\t<span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-61220a66-511b-45c5-80ef-b53093d14888\">\n\t\t<span class=\"hs-cta-node hs-cta-61220a66-511b-45c5-80ef-b53093d14888\" id=\"61220a66-511b-45c5-80ef-b53093d14888\">\n\t\t<!--[if lte IE 8]>\n\t\t<div id=\"hs-cta-ie-element\"><\/div>\n\t\t<![endif]-->\n\t\t<a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/6786763\/61220a66-511b-45c5-80ef-b53093d14888\" >\n\t\t<img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-61220a66-511b-45c5-80ef-b53093d14888\" style=\"border-width:0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/6786763\/61220a66-511b-45c5-80ef-b53093d14888.png\"  alt=\"New call-to-action\"\/>\n\t\t<\/a>\n\t\t<\/span>\n\t\t<script charset=\"utf-8\" src=\"\/\/js.hubspot.com\/cta\/current.js\"><\/script>\n\t\t<script>\n\t\thbspt.cta.load(6786763, '61220a66-511b-45c5-80ef-b53093d14888', {});\n\t\t<\/script>\n\t\t<\/span>\n\t\t<!-- end HubSpot Call-to-Action Code -->\n\t\t\n<\/div><\/div>\n<\/div><\/div><\/div>\n\n\n\n<p>Physical stores offer the ability to deliver experiences that the digital environment just cannot compete with. There is no replacement. Over the past few years digital brands have been launching physical stores <a href=\"https:\/\/econsultancy.com\/ecommerce-why-a-digital-world-needs-physical-retail-stores\/\">all around the world<\/a> for exactly this reason.<\/p>\n\n\n\n<div class=\"wp-block-image size-medium wp-image-23926\"><figure class=\"alignright\"><img decoding=\"async\" width=\"300\" height=\"140\" src=\"https:\/\/blog-content.thestorefront.com\/mag\/wp-content\/uploads\/2020\/04\/Screenshot-2020-04-23-at-11.35.15-1-300x140.png\" alt=\"Virtual reality store\" class=\"wp-image-23926\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/04\/Screenshot-2020-04-23-at-11.35.15-1-300x140.png 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/04\/Screenshot-2020-04-23-at-11.35.15-1-1024x479.png 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/04\/Screenshot-2020-04-23-at-11.35.15-1-768x360.png 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/04\/Screenshot-2020-04-23-at-11.35.15-1-810x379.png 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/04\/Screenshot-2020-04-23-at-11.35.15-1-1140x534.png 1140w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/04\/Screenshot-2020-04-23-at-11.35.15-1.png 1433w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption><strong style=\"font-weight: bold; box-sizing: inherit; color: rgb(74, 73, 75); font-family: Poppins, sans-serif; font-size: 18px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; letter-spacing: normal; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; white-space: pre-wrap; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;\"> <a style=\"color: rgb(87, 212, 151); transition: none 0s ease 0s; outline: 0px; box-sizing: inherit; text-decoration: none;\" href=\"https:\/\/www.thestorefront.com\/go\/virtual-reality-stores-retail\/\">Virtual Reality Stores<\/a> are proving popular<\/strong><span style=\"color: rgb(74, 73, 75); font-family: Poppins, sans-serif; font-size: 18px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; white-space: pre-wrap; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; display: inline !important; float: none;\"><\/span><\/figcaption><\/figure><\/div>\n\n\n\n<p><p>What\u2019s more, it\u2019s clear that while there\u2019s been a huge shift to digital in the past few months there is still a desire for an experience above and beyond what a standard ecommerce website delivers. Here at Storefront, for example, we have seen a tenfold increase in inquiries about our <a href=\"https:\/\/www.thestorefront.com\/go\/virtual-reality-stores-retail\/\">Virtual Reality Stores<\/a> as clients look for ways to differentiate and deliver unique and branded experiences.<\/p><\/p>\n\n\n\n<p>It\u2019s because of this that we are confident that physical retail will recover as consumer demand picks up. People will return to the high street, <strong>they will return to physical retail<\/strong>. However, while we are confident physical retail will return as a powerhouse of retail we are also certain that it will not look quite the same.<\/p>\n\n\n\n<div class=\"wp-block-qubely-row aligncenter qubely-section qubely-block-c395c7\"><div class=\"qubely-row-overlay\"><\/div><div class=\"qubely-container-fluid\"><div class=\"qubely-row \">\n<div class=\"wp-block-qubely-column qubely-column qubely-column-front qubely-block-9d75f6\"><div class=\"qubely-column-inner\">\n\t\t<!--HubSpot Call-to-Action Code -->\n\t\t<span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-532572ea-d53d-4ab9-a6f2-a8c386ebbeee\">\n\t\t<span class=\"hs-cta-node hs-cta-532572ea-d53d-4ab9-a6f2-a8c386ebbeee\" id=\"532572ea-d53d-4ab9-a6f2-a8c386ebbeee\">\n\t\t<!--[if lte IE 8]>\n\t\t<div id=\"hs-cta-ie-element\"><\/div>\n\t\t<![endif]-->\n\t\t<a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/6786763\/532572ea-d53d-4ab9-a6f2-a8c386ebbeee\" >\n\t\t<img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-532572ea-d53d-4ab9-a6f2-a8c386ebbeee\" style=\"border-width:0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/6786763\/532572ea-d53d-4ab9-a6f2-a8c386ebbeee.png\"  alt=\"New call-to-action\"\/>\n\t\t<\/a>\n\t\t<\/span>\n\t\t<script charset=\"utf-8\" src=\"\/\/js.hubspot.com\/cta\/current.js\"><\/script>\n\t\t<script>\n\t\thbspt.cta.load(6786763, '532572ea-d53d-4ab9-a6f2-a8c386ebbeee', {});\n\t\t<\/script>\n\t\t<\/span>\n\t\t<!-- end HubSpot Call-to-Action Code -->\n\t\t\n\n\n\n<p><\/p>\n<\/div><\/div>\n<\/div><\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-will-physical-retail-look-like-in-a-post-covid-world\"><span class=\"ez-toc-section\" id=\"What_will_physical_retail_look_like_in_a_post-covid_world\"><\/span><strong>What will physical retail look like in a post-covid world?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To tackle this question we will need to think about what it will look like in the short term and what it will look like in the long term. The short-term view is interesting; with stores slowly opening across the globe, we are already seeing glimpses of what is to come. We\u2019ll go into this in more detail in a separate article but it\u2019s safe to say that physical retail in the next few months will focus on satisfying customer expectations around hygiene and safety. Think PPE, hand sanitiser and appointment shopping.<\/p>\n\n\n\n<p>The long-term view is more interesting still. We\u2019re likely to see even more of a shift to <a href=\"https:\/\/www.thestorefront.com\/mag\/7-case-studies-prove-experiential-retail-future\/\">experiential retail<\/a> as brands use physical to reach new customers and deliver exceptional brand experiences. To do this they need to work on the halo effect &#8211; using the physical and the digital to deliver a seamless customer experience.<\/p>\n\n\n\n<p>Jos\u00e9 Neves, Founder and CEO of online luxury retail platform Farfetch, took this even further in a recent interview, when he said: <em>\u201cthe digitization of brick-and-mortar was &#8216;nice to have&#8217; in the view of many brands and many retailers but will be promoted to a &#8216;must have.&#8217;\u201d<\/em><\/p>\n\n\n\n<p>The Covid-19 crisis has accelerated the pace of change and the need for that change. Brands that are able to combine the online and offline to power benefits to both sides will be the ones that succeed with physical retail (so-called \u2018<a href=\"https:\/\/www.clearvoice.com\/blog\/phygital-marketing\/#:~:text=What%20is%20phygital%20marketing%3F,immediate%20transactions%20and%2For%20engagement.\">phygital<\/a>\u2019).<\/p>\n\n\n\n<p>But it\u2019s not just digital improvements. The role of physical retail has changed. Or rather, the change it was already experiencing has been accelerated. Stores will be less about shifting stock and generating revenue and more about building customer loyalty, gathering marketing insight and reaching new audiences. Less transactional, more marketing.<\/p>\n\n\n\n<p>This is a trend we have seen in the rise of pop-ups as brands trial locations, run product launches and gather marketing insight in short-term venues designed to deliver exceptional experiences.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-qubely-row aligncenter qubely-section qubely-block-7be7b6\"><div class=\"qubely-row-overlay\"><\/div><div class=\"qubely-container-fluid\"><div class=\"qubely-row \">\n<div class=\"wp-block-qubely-column qubely-column qubely-column-front qubely-block-507516\"><div class=\"qubely-column-inner\">\n\t\t<!--HubSpot Call-to-Action Code -->\n\t\t<span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-d5030154-e265-46f5-acad-69d3fca46aa4\">\n\t\t<span class=\"hs-cta-node hs-cta-d5030154-e265-46f5-acad-69d3fca46aa4\" id=\"d5030154-e265-46f5-acad-69d3fca46aa4\">\n\t\t<!--[if lte IE 8]>\n\t\t<div id=\"hs-cta-ie-element\"><\/div>\n\t\t<![endif]-->\n\t\t<a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/6786763\/d5030154-e265-46f5-acad-69d3fca46aa4\" >\n\t\t<img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-d5030154-e265-46f5-acad-69d3fca46aa4\" style=\"border-width:0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/6786763\/d5030154-e265-46f5-acad-69d3fca46aa4.png\"  alt=\"New call-to-action\"\/>\n\t\t<\/a>\n\t\t<\/span>\n\t\t<script charset=\"utf-8\" src=\"\/\/js.hubspot.com\/cta\/current.js\"><\/script>\n\t\t<script>\n\t\thbspt.cta.load(6786763, 'd5030154-e265-46f5-acad-69d3fca46aa4', {});\n\t\t<\/script>\n\t\t<\/span>\n\t\t<!-- end HubSpot Call-to-Action Code -->\n\t\t\n\n\n\n<p><\/p>\n<\/div><\/div>\n<\/div><\/div><\/div>\n\n\n\n<p>We predict that in the next few years we\u2019ll see fewer but better flagship stores coupled with lots of flexible retail (like pop-ups) to showcase brands and products, attract new customers, develop brand loyalty and boost online sales. We\u2019ll see flexible retail in premium neighbourhoods in locations you never would have seen it before.<\/p>\n\n\n\n<p>These physical stores will provide fewer products and make fewer sales but will provide far more entertainment.<\/p>\n\n\n\n<p><p>Entertainment and the experience is <strong>everything<\/strong>.<\/p>\n<p>Check out <a href=\"https:\/\/www.thestorefront.com\/fr\/go\/flexible-retail-cancelations-pop-up\/\">this page<\/a> to see why now could be the perfect time to invest in physical retail.<\/p>\n<p>Want to chat about your options? <a href=\"https:\/\/www.thestorefront.com\/go\/contact-us\/\">Get in touch<\/a>.<\/p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Covid-19 global crisis has had a significant impact on many aspects of our lives. The way we shop is no exception. But what does the impact of the pandemic mean for the future of physical retail?&nbsp; With local regulations restricting our movements at the peak of the crisis (and in many countries, keeping us [&hellip;]<\/p>\n","protected":false},"author":67,"featured_media":21512,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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Moore","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/nmoore\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/uncategorized\/\" rel=\"category tag\">Uncategorized<\/a>","qubely_excerpt":"The Covid-19 global crisis has had a significant impact on many aspects of our lives. 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But what does the impact of the pandemic mean for the future of physical retail?&nbsp; With local regulations restricting our movements at the peak of the crisis (and in many countries, keeping us&hellip;","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/24426","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/67"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=24426"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/24426\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/21512"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=24426"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=24426"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=24426"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}