3 Ways Legacy Retailers Are Finally Catching Up to Digital Transformation

From experts at Shoptalk

There’s change in the air in the retail industry, where executives are shifting their conversations away from discussing whatever marketing tactics these direct-to-consumer (DTC) companies employ to paying more attention to what the legacy retailers are doing—and if they’re in the midst of a digital transformation.

At this year’s Shoptalk conference in Las Vegas, executives at retailers like Gap and Nordstrom owned up to their missteps while simultaneously telling attendees broad plans for their future. Adweek spoke to a number of experts in the space to find out what retailers can do to stay relevant.

Shifting perspectives

Innovation at long-standing companies, whether it’s a Macy’s or a Walmart, requires “a lot of cultural shifts” and “innovation” to reach younger consumers, said Moiz Ali, CEO and founder of Native, a DTC deodorant company acquired by P&G in 2017.



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