What’s next for retail marketing?

The tale of retail today seems like an apocalyptic one—brick-and-mortar eviscerated by e-commerce, massive losses in revenue, doors shuttered far and wide. It’s a powerful narrative, but not a particularly enlightening one. The reality is far messier.

In fact, this simplified narrative might be obscuring the distinct challenges brands confront as they try to reshape retail marketing and create sustainable connections with shoppers. It also leaves out the key opportunities that will move retail marketing to the next level.