By Arthur Friedman

For many omnichannel merchants, this is a balancing act between investing in their e-commerce infrastructure and marketing, while adapting their brick-and-mortar stores to meet customer needs, accordion to Ellen Rodriguez, managing director of PwC.

Speaking at the Apparel Importers & Transportation Conference put on by the U.S. Fashion Industry Association (USFIA) and American Import Shippers Association (AISA) in New York City Wednesday, Rodriguez said there are four megatrends happening in the marketplace that will shift the way retail operates.

Those trends, she said, are changing consumer preferences, demographic shifts, the omnichannel experience and opportunity, and digital consumer engagement.

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