In high school chemistry, our teacher presented a lesson on molecular motion. He showed us the three ways that a molecule moves.
Translation: It moves from one place to another.
Rotation: It spins around.
Vibration: It shakes.
And our teacher would act out each one individually.
The follow-up lesson was that none of these happen in isolation, they happen at the same time, all the time, and at any given time. He acted that out for us too. It was a hilarious visual but the lesson has never been forgotten.
Customers are equally as dynamic. So is the market.
The question for retailers is: How dynamic is your organization?