Think of one word to describe the 2014 Shop.org Summit in Seattle this week, a 2.5-day event specifically for digital and multichannel retailers.
If you thought of the word "transition," I'd say you were correct. Transition implies two things:
- A passage from one state, stage, subject or place to another
- A movement, development or evolution from one form, stage or style to another
Retail is clearly in a transitional state. It is undergoing even more fundamental changes than were driven by the emergence of e-commerce in the mid 1990s and, before that, by big box stores. With the emergence of omnichannel retailing, technology is becoming a retail imperative, and this is bringing about transformative change.
While omnichannel is a buzzword, people are looking to create new definitions for to reflect a more customer centric view of the changes, for better or worse its here to stay because it does encompass the structural changes retailers are attempting to make.