Retail isn’t dying; the industry is going through a metamorphosis. We’ve seen this happen a few times in history—the dot com boom of the early '00s being the last time retail experienced a massive transformation. The biggest changes we’re seeing now are challenging the fundamental notion of what retail is. Retail used to be a place where people bought stuff. Now it is a state where a person experiences a brand and its offerings. As customers blur the lines, so must brands.
Brands have more of a responsibility to their customers, both their current customers and the customers they are trying to attract. They need to respect and value their time, and 'walk their talk'. If a customer feels that a brand is inauthentic or not considerate of their time, they will vote with their feet.