1. Click and collect
Hamilton explained that the rise of fulfilment options like click and collect have raised expectations for customers to levels that are increasingly difficult to meet. "For me retailers are quick to offer you the world but fast realising that at scale they can't offer that efficiently," he said.
"John Lewis last year for example started charging for click and collect. [...] Retailers raise the bar too early and now they need to charge for click and collect and that's an interesting trend for retailers to communicate to the customer: that they will have to pay for fulfilment."