The established order in mass market retailing has been shaken in recent years by the emergence and increasing prominence of Amazon and other e-commerce alternatives to brick-and-mortar stores. Online merchants continue to make inroads in one category after another — everything from books, (the foundation of Amazon’s business) and home entertainment to apparel and groceries.
The headlines just keep coming: “ConAgra Agrees to Pay $11.2 Million in Salmonella Outbreak” “Two People Die After Eating Raw-Milk Cheese Made in New York State” “Brazil’s Largest Food Companies Raided in Tainted Meat Scandal” “3,300 Children Hospitalized After Food Poisoning” And those are just in the last few weeks. Concurrent with the ongoing deployment
Traditional mass market retailers are in an interesting position for establishing success in an omnichannel retail environment. By default, physical stores are an integral part of their business model, with digital channels being complementary, not foundational, elements. This has been thought to put these traditionally physical retailers at a disadvantage. However, in one very prominent