The empowered consumer can get any piece of information about products and services in an instant. The modern consumer has little to no tolerance when shopping. So, we need to understand what they want, when they want it and how they want it. Otherwise, they can easily switch brands, and it can be harder than ever to win them back. The retail marketplace has become connected, complex, and competitive. Whether it’s keeping pace with the connected consumer, embracing fundamentally new trends in shopping throughout the pandemic, or staying ahead of the competition, the forces that are bearing down on retailers are greater than ever before.