Seventeen years ago, few people had heard of ASOS and Net-A-Porter, and Farfetch was still just a twinkle in José Neves’s eye.
It was the beginning of the noughties, and Christmas shopping meant waking up at the crack of dawn, wrapping up warm and battling the elements in order to get hold of the right gifts for loved ones in time for Christmas Day.
Oh how things change. From interactive gift-guides to next-day delivery to click-and-collect, today shopping is more fun than frantic—and with French label Céline finally entering the ecommerce sphere this month, luxury brands are also quickly catching up.
But, whilst the fact ecommerce is developing at such an unprecedented pace is no bad thing, how can retail marketers stay on top what’s expected of them (and the industry at large)?