Rethink, reimagine and reinvent the retail store

Delighting the digitally savvy consumer with a revived in-store experience

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Executive overview

Authors: Cynthia Coulbourne

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, Global Retail Offering and Solutions Lead, Consumer Industry IBM Global Markets,
Karl Haller

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, Global Leader, Consumer Center of Competence, IBM Global Business Services,
Stephen Laughlin

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, Vice President & General Manager IBM Global Consumer Industry

Rethink, reimagine and reinvent the retail store

From last year’s so-called retail “apocalypse” to its current “renaissance,” stores have been in the news a lot lately.¹ And while both narratives are overblown, the retail industry is undergoing its biggest transformation in 50 years. Modern technology and competition, and over-building in some regions are factors, but at its core consumers are changing how they shop and engage. Now is the time to rethink the definition of the store and the role — or roles — it plays in customers’ lives. To attract and delight customers, and eager associates, reimagine every aspect of the physical space, and reinvent retail operating models to achieve customer centricity and enable continuous innovation.

¹ "How to win shoppers in the retail renaissance." Salesforce. March 2018. (

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