Think for a moment about all the radical shifts we are experiencing in this age of digital disruption…

The shift from largely siloed experiences to those that are cross-channel and demand well-harmonized integration.

The shift from going online to living online.

The shift from traditional media consumption to a mostly digital-first model.

The shift from the best location being a well situated and designed brick-and-mortar store to it being wherever our customer happens to be with their smartphone.

The shift from being weapons of mass consumption and disposable fashion to more conscious consumerism.

The shift from highly intentional shopping to more spontaneous and impulsive buying.

The shift from isolated customer journeys to those that are deeply connected.

The shift from brands being in control to empowered consumers who are increasingly dictating their requirements.

The shift from merchandising strategies of piling it high and watching it fly to the endless aisle and more intelligent curation.

The shift from one-size-fits-all, batch, blast, and hope marketing to highly personalized interactions and precisely targeted offerings.

The shift from marketers’ push to consumers’ pull.

The shift from wanting ever more stuff to desiring memorable experiences.

The shift from getting by with merely good enough to the need to become truly remarkable.

And on and on.

Confronted with these profound shifts, the tendency of many organizations is to go on the defensive. Overwhelmed by the shifting tides—and afraid to take risks in a fast-moving and highly uncertain environment—they circle the wagons to fight the changes, defend the status quo, or develop plans to merely soften the blow.

But survival is not enough.

 

This post is an edited excerpt from my new book Remarkable Retail: How to Win & Keep Customers in the Age of Digital Disruption available for pre-order at Amazon, most other major booksellers and remarkable independent stores like Powell Books.