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Over the past several weeks, we’ve examined the challenges retailers are facing due to COVID-19 and looked at some proactive ways to respond. Today, I want to look at the fifth and final new rule of retail in this new normal: consumers will extend their power over retail via social media.

We’ve seen this countless times over the past few months, most recently with AMC: if consumers feel that your environment is unsafe, they’ll use social media to broadcast that assessment far and wide.

And those social media posts will have a greater reach today than ever before — a…