In part one we covered some of the key challenges brands face in optimizing their e-commerce performance: the changing nature of the retail shelf, the rise of smaller direct to consumer brands encroaching on market share, and digital-first brands making moves into the physical store.
However, what many commercial leaders struggle to realize is how much influence digital commerce is having and will have on the other 70% of global sales happening in-store. Winning in-store now requires that you win online first.
It becomes much more involved in practice which is why so many brands struggle...