The hard truth of modern retail is that consumers have all the power. In today’s competitive marketplace, consumers are more informed, have more choices, expect brands to know them on an individual level and are increasingly driving engagement via real-time channels. According to a study conducted by Harvard Business Review, 73% of consumers use multiple channels during shopping journeys, making it harder than ever for retailers to keep up. While the retail industry has undergone a significant transformation over the past decade and continues to evolve at breakneck speed, it’s still falling behind consumers’ pace of change. Read more at Forbes.