The digitalization of retail represents what could be called the third industrial revolution. Omni-channel retailing is changing business models and the competitive landscape. Today, consumers shop when and where they choose, not when the retailer chooses to be open. Consumers expect a seamless, end-to-end experience, delivering excellence at every touch point. Physical and digital retailing are now the same in the eyes of consumers. Therefore, retailers have to adapt in order to survive.
