Executive Summary

• The customer experience across instore, online and mobile is the North Star guiding retailers’ and brands’ digital transformation. Corporate cultures are likely to need an overhaul as well, with digital evangelists driving a common language across the organization. 
• The proliferation of data requires a criteria matrix to parse out what data is meaningful strategically for a retailer: Companies must put data in service to support strategy and improved agility. 
• Retailers are actively rethinking their store fleets for omnichannel strategies, for consumer engagement and brand building. A localized approach may be more complex, but may yield better ROI and profitability metrics as it delivers a better consumer experience.