At first glance, the fundamentals of retail business have not changed so much in the last fifty years. Someone sells products/services, and someone makes a purchase. If you have a closer look, though, you will see how deeply everything has changed.
We have witnessed a revolution – made possible by disruptive technologies that blur the distinction between the physical and digital world. Moreover, the journey is far from being finished. Major digital trends push to change retail industry even more deeply, from 2015 on.
Arguably, the pace of this evolution will increase in the next years, driven by the spread of mobile devices and the adoption of smart objects, namely the Internet of Things. The input (products) and the output (conversion) will still be the same, but all that is in the middle is completely different: the customer journeythat connects brands and customers.