The truth of the matter is that the retail landscape is evolving. Success at the shelf is no longer about the depth and breadth of inventory, but rather creating engaging experiences for customers. Many of the organizations that are struggling today were at one point very established brands who dominated the market by offering customers a variety of products to choose from. They relied on their size and scale as advantages to win customers and chose to ignore indications that consumer behaviors were beginning to change. Advancements in technology have allowed consumers to decide how and when they shop and have created ecosystems where frictionless experiences are rewarded more so than assortment of SKUs. By the time many of these monolithic brands realized these new technologies weren't just fads, but rather fundamental shifts in how consumers were shopping, it was too late to try and adapt.
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