Innovating the Retail Industry Through "Smart Bricks and Connected Clicks"

Companies who focus on creating a seamless customer journey across all platforms and an interactive omnichannel customer experience through what I call "smart bricks and connected clicks" will increase brand loyalty and drive retail growth in 2018.

Here's a graphic image of the impact Amazon has had on the retail industry and its domination of online shopping in the United States: Americans spent more than 22 billion minutes on Amazon's website in December 2017 alone. More than the next 9 platforms together.

Worth noting is the gap between time spent online and where dollars are spent. Two thirds of consumers used mobile devices to browse online platforms. Deloitte has found that Americans check their cell phones an average of 46 times per day and 92% use mobile phones while shopping. But more than three quarters of dollars spent were on desktops, suggesting that customers prefer the larger screen in making purchases.

Growing bricks and mortar closures around the country have dominated headlines, including Toys 'R' Us, Sam's Club, Sears and Bon-Ton, but there are also brands and retail chains set to open thousands of locations this year.

The key for retail success is to integrate e-commerce and retail through "Smart Bricks and Connected Clicks". Shopping for clothes and accessories is a personal experience. Brands that create a seamless customer journey across all platforms and an interactive and immersive customer experience will develop loyal customer relationships and lead retail's growth.

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Data and chart from Statista Global comScore, Inc.; Additional data from Deloitte.