The race for relevance Total Retail 2016: United States
Changes in customer behavior are among the foremost concerns cited by the majority of retail and consumer
CEOs in PwC’s 18th Annual Global CEO Survey.
They are racing to stay relevant in a world where mercurial
shoppers are easily bored and yesterday’s new invention is already obsolete today; a world where smartphones
achieved the same level of market penetration in two years as television did in 13—with far-reaching
implications for consumers and retailers alike.