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CHAPTER 6

The Future Will Not Be Evenly Distributed

“The future is already here—it’s just not very evenly distributed.”

—WILLIAM GIBSON

The tendency to make sweeping statements about trends is commonplace. Unfortunately, this may not be helpful when you are looking for an edge. In an industry as large and complex as retail, the truth can rarely be found in generalities, nor are the required courses of action well captured in series of bromides.

It’s worth unpacking some common misconceptions, dispelling a few myths, and coming to realize the degree to which present circumstances, future outcomes, and necessary strategies depend largely on a given brand’s situation.

The “E-Commerce Is Only 10 Percent” Fallacy

Several trade groups, as well as many a CEO of a less-than-innovative retailer, have sought to calm the nerves of board members and investors alike by reminding them that while e-commerce is indeed growing rapidly, it represents only a small percentage of total retail.

This attitude may sound soothing at first blush, but it can be incredibly misleading.