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President, Theory House
Most of the biggest disruptors in brick-and-mortar retail are ecommerce brands that are opening physical stores—not the legacy retailers that have been in the space for years. eMarketer’s Tricia Carr spoke with Jim Cusson, president at retail branding agency Theory House, about why legacy retailers have had trouble catching up to these digital players, and what all retailers need to do to keep their stores relevant to shoppers.
eMarketer: What is the core challenge facing retailers today?
Jim Cusson: The retail landscape is undergoing historic change. Consolidation is sweeping the industry, and there are new players using technology innovation to reinvent the brick-and-mortar experience. The biggest challenge is that legacy retail models can’t evolve quickly enough. These retailers are facing urgent and sometimes complicated challenges, and they’re slow-moving.
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