2018 will finally deliver what the past few years have been promising: at long last we will see the bricks and mortar and online sectors fully converge, virtual assistants will be in daily use and delivery times that are tailored to the customer are on their way. For retailers, showing that they can provide a coherent customer journey throughout the various communication channels will decide their fate. The latest estimates see the online retail segment swelling to USD 460 billion in 2018 – more than half the revenue of the automotive industry. But it is not just the number of customers that is rising. Competition is growing all the time as well. Online and bricks and mortar retailers have never seen such strong competition as they did this year. Which is why we have come up with five to-dos.