Companies that have addressed this second question well over the past twenty years have received a lot of attention, whether they’re efficient retailers (Amazon or Wal-Mart) or exciting infrastructure companies (Kiva Systems) or price-focused services (price comparison apps or “private” sale services).

However, the first and more important consumer question is: “What should I buy?” The brands and retailers that will thrive in the coming decades are going to focus on engaging and delighting customers with more helpful answers to the first question while their competitors are still looking for answers to the second.

At experticity, we help innovative brands and retailers engage and delight consumers with authentic, trusted product experts, driving better value for everyone in the retail experience.