For all the talk of how digital retail is the dominant sales channel today, the message from eTail West last month was far more inclusive: Retailers of all stripes are facing the same problems, but in order to succeed, they need to better understand their core mission, values and customer. Leadership, customer-centric initiatives and unique experiences are high on retailer’s priority lists when it comes to program development and solutions. But all solutions, it seems, are not created equal. All retailers are working hard to find solutions to suit their unique, individualized needs. The challenge for retailers is to be unique, to remain true to the company mission (whatever that is), to innovate and to integrate technology where it makes sense. And while there were executives from a wide-range of the nation’s top retailers presenting throughout the conference, one in particular was notably absent. Amazon may not have presented, but it was certainly present in every conference session, as the core mission for most is to compete with the retail behemoth in each channel or category it enters. Read more at Retail Dive.