Brick and Mortar retailers will face continued pressure to move resources to their websites. As websites move from 10% to 50% of sales expect to see fewer stores and better online merchandising.
The most innovative retailers will find ways to combine the tactile "Treasure Hunt" aspect of brick and mortar retailing with the "get what you want your way" Do-It-Yourself nature of the web.
We see DIY as a HUGE opportunity. Allowing customers to modify and play with your products Zazzle like will be a BIG WIN for some retailers.
Listing to customer online metrics and creating feedback loops so shoppers KNOW what is changing and why will also be an emerging trend in 2015.
We also see cause marketing as an important pressure (not listed). Read the Cone Study (http://www.ConeComm.com
) on how many people care about what retailers do with their money and think about things that win on the social / mobile / connected web and cause marketing will be important in 2015.