Battle lines between Internet and traditional industry firms are too neatly drawn. The market differentiates between online companies and the bricks-and-mortar incumbents. But companies that blend offline and online offerings could be the big winners.
Witness the growth in retailers who are finally getting their act together online. It’s hard to buy a product now without being asked if you are a member of the company’s loyalty club, which is a way to get customers’ email addresses, analyse behaviour and provide targeted online offers.
And online furniture and homewares retailers, such as Temple And Webster, are opening stores to complement their digital presence. Even e-commerce godfather, Amazon Inc, is building a physical presence through its innovative Amazon Go grocery experiment.