Many years ago, when I was a buyer for a prominent national catalog retailer, I was fascinated by an emerging new retailing format of selling online by way of a website on the World Wide Web. I was intrigued by the potential of this new channel for serving consumers and was on the outlook for a role I could play in this new retailing concept. After some time, I was fortunate to land a role as a category manager for Walmart Online, the forebearer of what we today know as Walmart.com. When I informed my employer that I was leaving to join Walmart, our CEO invited me to his office for a meeting. He asked me why I was leaving and about my new role. After I explained my new role and the reasons for leaving, he said, “Scott, you know this whole internet thing is a ‘fad,’ right?” Fast forward to now, and I think all of us in the retailing community can say, with confidence, that e-commerce has turned out not to be a “fad” at all. However, in the following years, e-commerce retailing grew up in separate, specialized siloes, where specialists focused exclusively on growing an […]