In a commentary, SMU Associate Professor of Marketing (Education) Seshan Ramaswami discussed why many retailers are calling for a circuit breaker instead of the current Phase 2 (Heightened Alert). He explained that a storm has been brewing for the brick-and-mortar retail industry for some time in Singapore and across the developed world, and the industry that was already struggling even before COVID-19 hit our shores, is one of the worst hit by the pandemic. Assoc Prof  Ramaswami believes that further digitalisation of the retail industry is inevitable, and retailers should think about the wisdom of continuing to be in the physical retail business in the long run.