This year saw retailers of many types teaming up to boost their digital retail games. Google and Gap kicked off the year with a partnership that gave Gap shoppers the ability to use Google's Tango 3D scanning tool to test clothes on their mobile devices.
Amazon also looked to more traditional retailers to expand its horizons this year. Department store chain Kohl's started taking Amazon returns at some of its stores ahead of the start to the holiday shopping season, and Nike began selling some of its goods on Amazon, where the athleticwear brand is a top seller. The e-commerce giant even teamed with Macy's in 2017 to make a deal to lease the top six floors in the department store retailer's downtown Seattle flagship. And we can't forget Amazon's acquisition of grocer Whole Foods Market.
Thinking outside the box in digital retail this year
Innovation was key among digital retailers in 2017. Beauty retailer Sephora took the lead on personalization across mobile, email and e-commerce channels, an analysis found, while a ranking from Fast Company of the year's most innovative companies recognized Home Depot for its sharpened focus on e-commerce and digital retail. Not surprisingly, Amazon's pushing of the boundaries of e-commerce made the news throughout the year, from the company's Alexa-activated Dash Wand to the launch of its "Instant Pickup" 2-minute delivery service to its patent for shipping labels that can be used a parachutes for packages delivered from drones.
Where will Amazon open its 2nd headquarters?
News of Amazon's plans to build a second North American headquarters drew a lot of attention this year. The e-commerce giant received more than 230 proposals from municipalities across the US and Canada seeking to be the site of Amazon's HQ2. The new headquarters will bring 50,000 jobs to the city Amazon chooses, where the company will invest about $5 billion.
Industry Outlook: Shop.org SmartBrief Reader Polls
What was the most important part of your digital retail strategy this year?
39%
Shopper engagement efforts
23%
Shipping, delivery and logistics
23%
User experience/e-commerce buying experience
15%
Building out your tech team
What e-commerce tech will your company be most likely to prioritize in 2018?
59%
Analytics/shopper segmentation tools
25%
Mobile technology
8%
AR/VR tools
8%
Checkout/payment technology
What do you think will be the biggest digital retail trend to incorporate into your business next year?
40%
Combining physical, digital retail efforts
27%
Mobile commerce
18%
AR/VR technology
15%
Delivery and logistics innovations
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Image of the Year
Amazon continued tests of its Amazon Go cashierless store this year, making moves to hire construction managers and marketers after testing the concept with employees. The lines between physical and digital retail continued to blur in 2017 as retailers offered shoppers the most seamless buying experiences possible.
(David Ryder/Getty Images)
Smartest Quote
Each year, thousands of Shop.org SmartBrief readers share the SmartQuote with colleagues, family and friends. This year's most-shared quote is below.
If you don't like change, you are going to like irrelevance even less.
As the retail industry continues to transform, so do the strategies retailers use to connect with their customers. NRF STORES Magazine Editor Susan Reda weighs in on emerging retail trends, including augmented reality, artificial intelligence, voice-powered commerce and more. Read more in STORES.
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