The well-publicized difficulties of traditional retail enterprises were on our minds this year as we began sifting through the data from our annual PwC consumer insights survey, conducted in late 2017. For the seventh consecutive year, we asked people around the world about their shopping and consuming activities. This time, there were 22,000 respondents in 27 territories (26 countries plus Hong Kong). We imagined that we would end up telling a simple story about the bleak prospects for brick-and-mortar retail.
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