The Multichannel Revolution Is Ending: The Consumerization of Retail Continues With Personalization and Customization


Analyst(s): |

Not a Gartner Client?

Want more research like this?
Learn the benefits of becoming a Gartner client.

contact us online


The "consumerization of retail" has irrevocably changed the face of retailing. Retailers need to understand how the underlying behaviors of consumers will contribute to making this trend disruptive, pervasive and irreversible, and how this will dramatically transform their businesses.

Table of Contents

  • Analysis
    • 1.0 From Multichannel to the Consumerization of Retail, Part 1 — Status Quo
    • 2.0 From Multichannel to the Consumerization of Retail, Part 2 — From Multichannel to "Business as Usual"
    • 3.0 The Consumerization of Retailing, Part 3 — The Digitally Empowered Customer
      • 3.1. Connecting
      • 3.2. Collaborating
      • 3.3. Cocreating
      • 3.4. Customizing — Control of the Design Process
      • 3.5 Expectations of the Digitally Empowered Customer
    • 4.0 The Consumerization of Retailing, Part 4 — Enterprise Architecture to Support the Digitally Empowered Customer
    • 5.0 The Consumerization of Retailing, Part 5 — Evolving Business Models — Are You Ready for the Change?
      • 5.1 Curator
      • 5.2 Aggregator
      • 5.3 Designer
      • 5.4 Builder
    • 6.0 Recommendations
  • Recommended Reading
© 2012 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

Free Research

Discover what 12,000 CIOs and Senior IT leaders already know.

Free Access





Why Gartner

Gartner delivers the technology-related insight you need to make the right decisions, every day.

Find out more