Thanks to the Amazon Effect, the Pampered Consumer is now just a code name for every consumer on earth. And 2020 only poured gas on the ever-growing fire of coddled consumers expecting more from brands every day. Simply pawning your wares doesn’t cut the mustard anymore.

With retail in the US already coming to tough terms with changing consumer habits, the pandemic and now constantly changing reopening plans have only added insult to injury. Retail’s growing hardships and realities have become amplified and accelerated, culling the herd and forcing change in dynamic ways. That said, omnichannel provides a true game-changing evolution, which may prove the difference between retailers thriving versus diving.