PricewaterhouseCoopers (PwC) carried out an extensive survey of 6 continents, 19 territories, and 19,000 online shoppers for its Total Retail 2015 survey.45 The survey revealed that the shift from high street retail to online retail was still gathering pace and showed few signs of slowing down. PwC’s model described four retail disruptors to explain the continuing preference for online retail. Their first disruptor considers the evolution of the conventional store. It is no longer the single point of sale for the business. In some respects, it is a window into the business and a form of catalog or showroom. PwC suggests that this is a natural evolution of the business model. The second and third disruptors—mobile technology and social networks—are the technological changes that have had a massive impact on retailing.

Mobile technology means that purchases can be made anywhere, anytime, and by anyone. Social networks are instant, real-time points of contact with consumers and are increasingly important places for reviews and feedback. At the same time, the buzz and excitement that can be generated by social media can create instant and massive demand for a product or service. The final disruptor is related to changes in the demographic make-up of society. The target customer base which is the 18–24 years age group has a much greater affinity with brands than previous generations; 43 percent of this age group follow brands online, they research more about brands, and are more inclined to watch videos about brands. The PwC survey revealed that 36 percent of consumers visit retail outlets at least once a week. It is still an important contact point. A decade ago, only 25.3 percent of consumers had ever made an online purchase.

According to dunnhumby, the global leader in customer data science, multichannel purchasing is set to continue to change retail, with some brands seeing an increase in sales through online shopping.46 To what extent it is apparent that the merger of technology and culture is driving this change from conventional retailing to online shopping? Will it mean the death of traditional retailing?

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