As the 25th anniversary of the web passed last week, I considered how the retail world had morphed since 1989. Aside from the obvious birth of e-commerce and the eventual dawn of omnichannel retailing, what fundamental change did the web incite in retail? With the ability to source information (& products) from virtually anywhere in the world, the consumer became more knowledgeable, sophisticated and in-touch. Their expectations were raised to a new level and retailers needed to respond. For retailers, what emerged was an era focused on customer experience. In their book, The Experience Economy – Work is Theatre & Every[…]