Even the most reluctant brands have seen the benefit of omnichannel retail. After swearing it would never open a storefront, online clothier Everlane opened two physical stores in San Francisco and New York last year.
Despite the hype, e-commerce isn’t wiping out traditional retail. E-commerce covered just 9.5 percent of retail sales in the United States in the first quarter of 2018, and the most successful online retailers are expanding into physical retail instead of doubling-down on e-commerce alone.
In 2018, smart retailers are investing big in evolving a seamless experience for customers across their physical and digital properties. Those who can’t — or won’t — evolve will be left behind.