Insights

Walmart made sweeping changes to its e-commerce organization for the second time since it acquired online retailer Jet.com and appointed company founder Marc Lore as head of its own e-commerce division. The latest move, announced in a memo to Walmart associates on Jan. 13, further consolidates the retail giant’s online properties, and strengthens Lore’s influence on the chain’s digital strategy as it faces-off with Amazon.    

Every year after the holidays the same topics seem to dominate media coverage of the retail industry. The numbers are in, who’s closing stores? Who’s going out of business? Who are this year’s casualties in the great Clicks vs. Bricks War? This focus on post-holiday attrition is part of a larger conversation about the future of retail, one often tinged by notes of panic, dire predictions, and dramatic pronouncements such as: Online retail is damaging brick-and-mortar. Malls are dead! Retailers are shuttering hundreds of stores! 

Over the last decade, the retail industry has evolved substantially. E-commerce continues to outpace brick-and-mortar strategy, dramatically changing the way consumers shop. Accommodating new consumer preferences requires brands -- from corporate executives to field managers to in-store associates -- to communicate, and regularly evaluate the in-store customer experience.   

The trends featured at the annual NRF Convention & Expo never fail to get the tech juices flowing, and this year was no exception.    Sessions and the expo floor illustrated how retail technology has changed dramatically in a very short time. However, the event also relayed a sobering message: the industry needs to greatly evolve to keep up pace with customer expectations, and remain relevant in the long-term.  

As we move into the new year, it’s time to look ahead and predict what’s in store for the retail industry as it races to stay relevant in the Age of Amazon.    Here are five predictions to keep an eye on in 2017:   

In their e-commerce operations, retailers have long had access to limitless data about customers and transactions. They’ve become adept at using this information to deliver personalized communications and targeted campaigns to customers as they shop online.    Unfortunately, the same could not be said for in-store shopping. Retailers have had no way of knowing what customers were doing in their stores from the time they entered the front door until they checked out at the POS system.  

Retail in 2016 had its share of ups and downs. While several major businesses filed for bankruptcy, others in the category saw incredible growth, leveraging technology to connect with customers in new and exciting ways. For instance, Walmart tripled its online catalog and opened more stores that allow shoppers to pick up online orders in-person. In an often-cluttered retail landscape, Walmart and others have shown that technology can be a key differentiator.   

As the retail industry settles into 2017, CIOs industry-wide are dusting off their To-Do lists, and creating a game-plan on how to implement this year’s top priorities.   While these projects will run the gamut, retail is facing an inflection point — one that is influenced by new, “smarter” solutions that will not only change the trajectory of how businesses operate, but how chains will communicate with employees and customers.