While the focus is on newcomers entering industries and threatening the viability of traditional players, it is lack of customer centricity that poses the real threat to incumbents as the so-called disruptors are simply using digital technology to build an operation around the consumer. It is a realisation that is forcing larger companies to transform the way they do things, while a bigger picture is slowly emerging.
https://www.raconteur.net/business/customers-driving-seat-digital-transformation/
"In this post, we outline a few key ways that retailers can step their customer experience game up to keep their customers happy, engaged, and loyal."
https://www.business2community.com/customer-experience/retailers-can-use-customer-experience-compete-amazon-02004104/
