I generally avoid twitter threads but I have some questions I need to get out of my head...

All this stuff about digital and changing buying patterns. What are the really upper funnel changes?

If people aren't going into the shops as much, what are the big changes in the way they buy?

What are they no longer buying?

What are they buying 'like for like'? For example, are they thinking, "this brand of jeans fit, I'll just order the same ones again."

Does that mean brands can more easily lock in loyalty?

For products that take multiple visits, what's the change? If I buy a coffee machine, do I just research online? Do I watch more online videos? Do I go into store to play and then avoid returning to the shops so buy online?

What points are lost in the purchase journey and what points are seeing a digital for real world substitution?

This stuff was happening anyway. Buying a car meant far fewer dealership visits last year than a decade ago.

What's fundamentally changed and in which sectors?