New partnerships will be thesauruses some of the struggling retailers can become relevant again. Partnering with Kroger’s only makes sense if parents are willing to shop for toys at that time.
This line says it all - "In the smart home space there is not one provider that has everything," the Sears Home Services CEO Mitch Bowling told CNBC in February. "It's usually a collection of items from different providers and we want to be a trusted advisor of all that space." They never should have given up the home advantage they had for 100 years.
The marketers who will win on the future, and keep their jobs, will be those who marry humans+technology to better serve and engage customers. This is, and never expected to be, a zero sum game. It is an *and* not an *or* conversation.