Digital era, the long tail, streetwear, social media, pure players, business platforms, influencers, liquid design… these are some of the ingredients for cooking this article…

 

Global volatility, from geopolitics to social instability, is the new normal. Companies in all industries need to adapt the way they manage their businesses in an ever-changing landscape. Agility and speed are some of the success factors of the retail evolution race.

 

Today, retail is more dynamic than ever due to the impact of technology and the new forms of communication on the Internet.

The marketing funnel has changed, as well as the customer journey is impacted by a new brand-consumer relationship that multiplies touchpoints and puts the customer and the experience at the centre. Companies are redefining their business models, some B2B players are going B2C (or B2B2C) while the competition landscape is coming from outside an industry vertical.

Retail companies are impacted by niche players in the long tail but also by other companies selling experiences.