Weirdly, innovation is happening among Baby Boomers, and younger shoppers.
Among Baby Boomers businesses, I've witnessed a ton of innovation designed to squeeze every last dollar from customers who are about to retire. It's all "gaming the pricing system", if you will - it's not remotely a merchandise-centric revolution. Honestly, it's stunning. Not what I would do, but it sure is creative.
Jennifer-centric businesses just seem petrified of Amazon. It's hard to innovate when you're scared ... it's the "Maslow's Hierarchy of Needs" thing.
Jasmine-centric businesses like Birchbox are inventing the future ... most will fail, some will succeed wildly.
None are going to execute the omnichannel playbook as currently prescribed. Instead, they'll create the rules for their generation of customers.