The Retail Industry Is Focusing on Customer Experience and Convenience to Win in Ecommerce

Digital brands have been experts at understanding consumers

Clothing retailer Everlane has showrooms in New York and San Francisco where shoppers can buy items as well as make returns. Everlane

For decades, the retail industry stood strong. Retailers emerged fairly unscathed during the first wave of the internet in the ’90s because consumers still by and large chose to shop in physical stores staffed with employees that strived to provide customer service. So, it was business as usual with a small number of wary execs cautiously eyeing the growing shift toward ecommerce.

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This story first appeared in the April 16, 2018, issue of Adweek magazine. Click here to subscribe.
@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.
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