I’d argue that the problem is less about ‘not using technology’ and more about ‘not understanding your customers’.

Understanding customers would have predicted the shift online, the need to manage the supply chain, handle distribution. It would allow organisations to adjust their store strategy, from less of a stock and sell model to a more service focused model.

You can see it now as many of the online retailers are moving into physical stores, it’s about understanding the needs of customers and reacting accordingly.