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Total Retail 2015:
Retailers
and the Age
of Disruption
As online shopping continues
to grow at the expense of store
visits, the premium in the future
will be on creating unique,
keep customers coming back—
whatever the channel.
Contents
Executive Summary 1
Disruption 1: The changing role of the store 5
Disruption 2: Mobile and related technologies 11
Disruption 3: The proliferation of social networks 19
Disruption 4: Demographic shifts 25
Conclusion 27
Endnotes 28
Survey Methodology 30
More Information 31
iii
iv
Executive summary
Retailers and the Age
of Disruption
In last year’s Total Retail report, I referred Four disruptive forces As my PwC colleague and the leader of
to the high bar that participants in PwC’s This year’s report expands on this total our U.S. Retail Consumer Practice,
global online shopper survey had set for retail discussion and delves into four Steve Barr, puts it: “From in-store design
retailers worldwide. In the 12 months studios and personal shopping assistants
since, that bar has been raised higher still– evolution of the store, can be thought of to coffee and tea ateliers, retailers are
but customer expectations are really just more as a business model evolution. Our offering a comprehensive experience,
part of the story for retailers in 2015. second and third disruptors—mobile
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